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I have written in the past that the CMO of today is really the chief advertising officer, because many of the traditional CMO duties have been taken over by chief technology officers, chief growth
officers, chief innovation officers, chief revenue officers and other members in the C-suite. I noted that of the four traditional Ps, only the poorly named P for "promotion" was still part of the
CMO's responsibilities. I posited that, as a result, the CEO of today is truly the CMO, as the CEO alone has end responsibility for all four Ps (to refresh your memories, or teach you a relic from
old school marketing, the four P's stand for price, place, product and promotion). This assumption has now been confirmed by research presented in the Harvard Business Review called "Why CMOs Never
Last" by Kimberly Whitler and Neil Morgan.