New Research Shows Increasing Frequency of the Chief Marketing Officer Role

Researchers Also Develop Framework for Classifying Variances in Marketing Leadership Positions Across Companies and Industries Based on Scientific Analysis of Job Descriptions

Atlanta (PRWEB) November 18, 2009 — New research appears to indicate that, despite the volatility that sometimes surrounds the position, the role of Chief Marketing Officer (CMO) is being created with increasing frequency among publicly-held companies. This finding is the result of two studies conducted by Rajdeep Grewal, Professor of Marketing and Dean’s Faculty Fellow at the Pennsylvania State University, and Rui Wang, Assistant Professor of Marketing at Peking University, Beijing, China. The results are published in the current volume of The Chief Marketing Officer Journal (

The purpose of the research effort was to answer several questions about the role of heads of marketing, such as: Are all CMOs created equal?; Are there any systematic differences in the job descriptions of CMOs versus those of a vice president (VP) of marketing in firms without the CMO position?; What are the ramifications of any such differences in the role and expectations of CMOs and VPs of marketing for firms and the heads of marketing?; Is the “Chief Marketing Officer” title just glorified nomenclature for the VP Marketing?

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