Three new books explain how to swipe market share from rivals, why some brands stand out, and the sneaky tricks great marketers use. By Anne FisherSep 19, 2011 10:07 AM ET
Technological change and profit-minded CEOs call for risk-taking marketing chieftains.
FORTUNE -- Talk about a tough gig: The average tenure of a chief marketing officer -- the corporate executive charged with branding, communications, and other activities -- is less than four years, in large part because of the increasing complexity of the job, says executive search firm Spencer Stuart.
Yet that complexity, fueled by new technologies such as social networks, is exactly MOREJessica Shambora, Writer-Reporter - Aug 8, 2011 5:00 AM ET
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