After being told by multiple CEO friends “Ben, I plan to fire my CMO – please help me find a better one” I wrote this book.
The book helps CEOs to understand what marketing should be doing to survive and thrive into the future. In an age in which every consumer has a smartphone in their hands at all times, and the amount of data available to target and optimize your marketing is overwhelming, marketing has to change dramatically. And when all new inventory sources have auction based pricing for every ad that you serve, if you don’t understand customer lifetime value, your company will be priced out of the market and die. Simple as that.
This book will also be helpful to marketers of all levels, who want to take a step back and reflect on what marketing should actually be doing.
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