宝洁给出了一个很好的案例思路,促使其他公司思考自身营销存在的问题。但如果要把这次调整定性为代表一种趋势,恐怕还言之尚早。就在宝洁宣布营销总监转型的一个月前,英国最大的零售商乐购刚宣布现任CMO转任公司首席创意官,由新设置的首席客户官取代了原有的首席营销官。而此前美国Visa、电信公司沃达丰也都撤掉了CMO的职务,由首席客户官或者首席品牌官来担负起营销的重任。当宝洁的转型决策宣布后,CMO一职似乎瞬间成了高管里高危角色。 Procter & Gamble has given a good case ideas, prompting other companies to think about their own marketing problems. However, it is still too early to define this adjustment as representing a trend. Just a month after Procter & Gamble announced the transition to Chief Marketing Officer, the largest UK retailer, Tesco, announced that the incumbent CMO has been replaced by the chief creative officer of the company, replacing the former chief marketing officer with the newly appointed Chief Accountant. Prior to this, Visa and telecommunications company Vodafone also removed their CMO positions, with the chief customer officer or chief brand officer assuming the marketing responsibility. When Procter & Gamble’s transformational decision was announced, the CMO post seemed likely to become an immediate high-stakeholder.