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CMOs, Shareholder Value and the Decline of Marketing Risk-Taking

CMOs, Shareholder Value and the Decline of Marketing Risk-Taking

Author

Michael Farmer photo

Michael Farmer

Publish date

March 15, 2017

Channel

CMO Village

Archived in

Madison Avenue Makeover
6 16 27

You'd have to be older than a Millennial to remember a time when corporate CEOs were heavily involved in marketing decisions, like increased spend on media, the development of new Big Idea ads, the launching of new consumer products (rather than the spitting out of line extensions) and the formulation of strategies designed to outsmart competitors. That was a time before "shareholder value" became the universal corporate objective --the value to be delivered to shareholders because of management's ability to grow earnings, dividends and share price.

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Michael Farmer photo

Michael Farmer

MediaVillage columnist Michael Farmer is the author of Madison Avenue Manslaughter: An Inside View of Fee-Cutting Clients, Profit-Hungry Owners and Declining Ad Agencies (Third Edition, 2019), which won four publishers' awards for excellence in marketing… read more

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