The New CMO: Leading Change from the Inside Out and the Outside In, Forbes
Increasingly, chief marketing officers are charged with transforming the a corporation's culture. This is generally approached as an internal change process. In this article, we explore the experience of Jim Stengel, former CMO of P&G, and how he combined internal and external change to transform the culture at P&G.
Carpenter, Gregory. 2015. The New CMO: Leading Change from the Inside Out and the Outside In. Forbes.