Chief marketing officer (original) (raw)
El director de màrqueting, o directora de màrqueting, en anglès chief marketing officer (CMO) o marketing director, és un executiu corporatiu responsable de les activitats de màrqueting d'una organització.
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| dbo:abstract | El director de màrqueting, o directora de màrqueting, en anglès chief marketing officer (CMO) o marketing director, és un executiu corporatiu responsable de les activitats de màrqueting d'una organització. (ca) Der Begriff Chief Marketing Officer (CMO) ist die englischsprachige Bezeichnung für den Hauptverantwortlichen für das Marketing eines Unternehmens. Er ist für die Bereiche Produkt- und Preispolitik sowie Kommunikations- und Distributionspolitik verantwortlich. Der CMO ist in der Regel Mitglied des Vorstands oder der Geschäftsführung und zeichnet Verantwortung für die Strategieentwicklung und Markenführung. Die aus dem amerikanischen bzw. angelsächsischen Raum stammende Bezeichnung, setzt sich – aufgrund der Globalisierung und Internationalisierung – immer mehr auch als Tätigkeitsbezeichnung im deutschsprachigen Raum durch. Die Rolle des CMO ist mit primärer- oder in geteilter Verantwortlichkeit in den Bereichen Verkauf/Vertrieb, Produktentwicklung, Vertriebswegmanagement, Öffentlichkeitsarbeit, Kalkulation, Marktforschung und Kundendienst zu sehen. (de) A chief marketing officer (CMO), also called a global marketing officer or marketing director, is a corporate executive responsible for managing marketing activities in an organization. Whilst historically these titles may have signified a legal responsibility, for example at Companies House in the UK, the titles are less strict/formal in the 21st Century and allow companies to acknowledge the evolving and increasingly significant role that marketers can play in an organisation, not least because of the inherent character of successful marketers. The CMO leads brand management, marketing communications (including advertising, promotions and public relations), market research, product marketing, distribution channel management, pricing, customer success, and customer service. The CMO is a member of the C-suite and typically reports to the chief executive officer. A number of senior vice presidents, vice presidents, directors, and other senior marketing managers responsible for various parts of the marketing strategy may report directly to the CMO. A study from consulting firm Spencer Stuart in 2021 showed that women made up 47% of CMO positions in 2020, an increase from the 43% reported in 2019. 13% of CMOs had racially or ethnically diverse background in 2020, down from 14% in 2019. (en) Un director de marketing (CMO), también llamado director de marketing global o director de marketing, es un ejecutivo corporativo responsable de las actividades de marketing en una organización. Si bien históricamente estos títulos pueden haber significado una responsabilidad legal, por ejemplo en Companies House en el Reino Unido, los títulos son menos estrictos y formales en el siglo XXI, en particular en el año 2002, y permiten a las empresas reconocer el papel cada vez más importante y en evolución que los especialistas en marketing pueden desempeñar en una organización. sobre todo por el carácter inherente de los vendedores con más exitosos. El CMO dirige la gestión de la marca, las comunicaciones de marketing (incluida la publicidad, las promociones y las relaciones públicas), la investigación de mercado, el marketing de productos, la gestión del canal de distribución, los precio y el servicio al cliente. El CMO es un miembro del C-suite y generalmente reporta al director ejecutivo. Varios vicepresidentes senior, vicepresidentes, directores y otros gerentes senior de marketing responsables de varias partes de la estrategia de marketing pueden reportar directamente al CMO. El director de marketing ha sido tradicionalmente un puesto interno a tiempo completo. Sin embargo, en los últimos años ha surgido el CMO a tiempo parcial o el CMO fraccional. (es) Le directeur marketing dans une entreprise est le membre de la direction étant à la tête du marketing (au Québec, on dit aussi mercatique). Il est responsable de la stratégie Marketing, de la réussite des plans marketing et de la position de l'entreprise sur ses marchés. Il rend en général compte directement au directeur général, et est l'équivalent d'un directeur des ressources humaines ou d'un directeur financier dans leurs domaines respectifs. (fr) Il Chief Marketing Officer (CMO) o Global marketing officer o marketing director è un dirigente aziendale responsabile delle attività di marketing in un'organizzazione. (it) O Diretor de marketing (Chief Marketing Officer, ou CMO em inglês) é um termo que designa o cargo do executivo que responde por todas as atividades relacionadas ao marketing de uma empresa. Ele integra o C-Level e normalmente responde ao CEO da empresa. Coordenar serviços de marketing na empresa, através do desenvolvimento de projetos de novos produtos e serviços, propondo ações de venda interna e externa, elaborando projetos de microlocalização de pontos de atendimento, merchandising, product placement, marketing interno e campanhas de publicidade e propaganda. Analisar propostas de mídia e editoração de publicações internas e externas, preparando e selecionando matérias para publicação e divulgação em órgãos informativos, que, por meio de relações públicas, promover o consumo de produtos e/ou utilização dos serviços oferecidos pela empresa. Nesta área, é possível encontrar grande diversidade de temas que abordam questões da área de Publicidade e Propaganda, como ética publicitária até a linguagem do cinema e novas tecnologias de comunicação, no entanto, um CMO é um gestor e não um publicitário criativo. Boa parte dos programas apresenta a linha de pesquisa que associa comunicação e políticas internas de gestão da marca. Como a área contém cursos cujos temas são do interesse de diversos profissionais de áreas diferentes, é possível encontrar como alunos dos mesmos profissionais graduados em Administração, Comunicação social, Ciências Sociais, Artes, Letras e até mesmo das áreas de Exatas, como Engenharia. (pt) Директор по маркетингу (англ. Chief Marketing Officer, CMO) — руководитель, относящийся к категории топ-менеджмента, высшего руководства предприятия. Определяет маркетинговую стратегию предприятия, принимает решения на высшем уровне, руководит работой маркетинговой службы предприятия. Отличительной особенностью данной должности стал небывало низкий срок службы по сравнению с другими должностями такого уровня на предприятии. По данным Forbes на конец 2008 года средний срок в должности CMO составляет 28 месяцев. При этом средний срок пребывания в должности CIO (директор по информационным технологиям) 38 месяцев, а в CEO (генеральный директор) составляет 46 месяцев. (ru) Chief marketing officer lub CMO – angielski tytuł nadawany w dużych organizacjach osobom zarządzającym działem marketingu. Odpowiednikiem CMO w polskich firmach może być na przykład dyrektor marketingu. Osoba, która sprawuje funkcję CMO w organizacji, powinna nie tylko dysponować głęboką wiedzą w zakresie szeroko pojętego marketingu, lecz również posiadać wiedzę w dziedzinie zarządzania oraz ekonomii. Osoba taka może wchodzić w skład zarządu organizacji. (pl) CMO (англ. Chief Marketing Officer) — директор із маркетингу/комерційний директор[джерело?], керівник, що відноситься до категорії топ-менеджменту, вищого керівництва підприємства. Визначає маркетингову стратегію підприємства, приймає рішення на вищому рівні, керує роботою маркетингової служби підприємства. Він впливає на всі чотири «P» маркетингу: Product (продукт), Price (ціна), Promotion (просування), Place (позиціювання). Часто в зону його відповідальності входять більш вузькі напрямки — реклама, PR, прес-служба (останні два — рідше). Кар'єра директора з маркетингу зазвичай починається з рядових позицій в одній з перерахованих областей.[джерело?] (uk) 行銷長（首席营销官）（英語：Chief Marketing Officer，英文簡稱：CMO，亦作行銷總監），，為企業、組織中，專門負責行銷事務、具決策權責的高階管理人員。 通常擔任此一職務者須陳請同一企業組織中的最高決策者之同意而開展公司的行銷事務。然而，大型企業如果設有行銷副總裁（Vice President of Marketing），同時設有行銷長之職，則兩者於職司與權責上，尚未有公訂明確的劃分。 (zh) |
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| rdfs:comment | El director de màrqueting, o directora de màrqueting, en anglès chief marketing officer (CMO) o marketing director, és un executiu corporatiu responsable de les activitats de màrqueting d'una organització. (ca) Le directeur marketing dans une entreprise est le membre de la direction étant à la tête du marketing (au Québec, on dit aussi mercatique). Il est responsable de la stratégie Marketing, de la réussite des plans marketing et de la position de l'entreprise sur ses marchés. Il rend en général compte directement au directeur général, et est l'équivalent d'un directeur des ressources humaines ou d'un directeur financier dans leurs domaines respectifs. (fr) Il Chief Marketing Officer (CMO) o Global marketing officer o marketing director è un dirigente aziendale responsabile delle attività di marketing in un'organizzazione. (it) Chief marketing officer lub CMO – angielski tytuł nadawany w dużych organizacjach osobom zarządzającym działem marketingu. Odpowiednikiem CMO w polskich firmach może być na przykład dyrektor marketingu. Osoba, która sprawuje funkcję CMO w organizacji, powinna nie tylko dysponować głęboką wiedzą w zakresie szeroko pojętego marketingu, lecz również posiadać wiedzę w dziedzinie zarządzania oraz ekonomii. Osoba taka może wchodzić w skład zarządu organizacji. (pl) 行銷長（首席营销官）（英語：Chief Marketing Officer，英文簡稱：CMO，亦作行銷總監），，為企業、組織中，專門負責行銷事務、具決策權責的高階管理人員。 通常擔任此一職務者須陳請同一企業組織中的最高決策者之同意而開展公司的行銷事務。然而，大型企業如果設有行銷副總裁（Vice President of Marketing），同時設有行銷長之職，則兩者於職司與權責上，尚未有公訂明確的劃分。 (zh) A chief marketing officer (CMO), also called a global marketing officer or marketing director, is a corporate executive responsible for managing marketing activities in an organization. Whilst historically these titles may have signified a legal responsibility, for example at Companies House in the UK, the titles are less strict/formal in the 21st Century and allow companies to acknowledge the evolving and increasingly significant role that marketers can play in an organisation, not least because of the inherent character of successful marketers. The CMO leads brand management, marketing communications (including advertising, promotions and public relations), market research, product marketing, distribution channel management, pricing, customer success, and customer service. (en) Der Begriff Chief Marketing Officer (CMO) ist die englischsprachige Bezeichnung für den Hauptverantwortlichen für das Marketing eines Unternehmens. Er ist für die Bereiche Produkt- und Preispolitik sowie Kommunikations- und Distributionspolitik verantwortlich. Der CMO ist in der Regel Mitglied des Vorstands oder der Geschäftsführung und zeichnet Verantwortung für die Strategieentwicklung und Markenführung. (de) Un director de marketing (CMO), también llamado director de marketing global o director de marketing, es un ejecutivo corporativo responsable de las actividades de marketing en una organización. Si bien históricamente estos títulos pueden haber significado una responsabilidad legal, por ejemplo en Companies House en el Reino Unido, los títulos son menos estrictos y formales en el siglo XXI, en particular en el año 2002, y permiten a las empresas reconocer el papel cada vez más importante y en evolución que los especialistas en marketing pueden desempeñar en una organización. sobre todo por el carácter inherente de los vendedores con más exitosos. El CMO dirige la gestión de la marca, las comunicaciones de marketing (incluida la publicidad, las promociones y las relaciones públicas), la inv (es) O Diretor de marketing (Chief Marketing Officer, ou CMO em inglês) é um termo que designa o cargo do executivo que responde por todas as atividades relacionadas ao marketing de uma empresa. Ele integra o C-Level e normalmente responde ao CEO da empresa. (pt) Директор по маркетингу (англ. Chief Marketing Officer, CMO) — руководитель, относящийся к категории топ-менеджмента, высшего руководства предприятия. Определяет маркетинговую стратегию предприятия, принимает решения на высшем уровне, руководит работой маркетинговой службы предприятия. (ru) CMO (англ. Chief Marketing Officer) — директор із маркетингу/комерційний директор[джерело?], керівник, що відноситься до категорії топ-менеджменту, вищого керівництва підприємства. Визначає маркетингову стратегію підприємства, приймає рішення на вищому рівні, керує роботою маркетингової служби підприємства. (uk) |
| rdfs:label | Chief marketing officer (en) Director de màrqueting (ca) Chief Marketing Officer (de) Chief marketing officer (es) Chief Marketing Officer (it) Directeur marketing (fr) Chief marketing officer (pl) Diretor de marketing (pt) Директор по маркетингу (ru) 行銷長 (zh) Директор із маркетингу (uk) |
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| is dbp:occupation of | dbr:Ken_Goldstein |
| is dbp:title of | dbr:Richard_Musani |
| is foaf:primaryTopic of | wikipedia-en:Chief_marketing_officer |