Would you say the job title of chief marketing officer is beginning to lack lustre?
I think CMOs need to relook at their own jobs and see what can be done to make it more productive for the organisation. In the book I have included an article on the concept of Networking for Managing Innovation. I think in many companies product innovation has moved out of the CMOs office, reducing the CMO to the role of activation. It is important that marketing function in general and the CMO in particular play a more critical role in product and service innovation. They are living closest to the consumers and are best suited to drive a companywide innovation movement. The West associates India with outsourcing. Has that changed or does India still conjure up images of a low-cost back office? Sydney Levy in his seminal article written more than two decades ago spoke of several stages that an economy goes through as it embraces the development mantra; from that of a marginal economy to that of a country with a brand power. Countries like Japan are at the top, while several countries
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