Marketing is the process of exploring and creating value for a company's products and services. It may involve the selection of a target market, the operation of an advertising campaign, attendance at public events or trade shows, the design of a product or service to appeal to a specific group of buyers, the definition of price, terms of sale, and agreements with retailers. In general, marketing is the work of a company's sales team.
The role of a public relations manager includes developing general information about the organization, such as annual reports, "state of the company" briefing calls, and video pieces. These materials convey the identity and goals of the company. The role of a thought leadership publication is to establish a company's expertise and position as a leader in innovation, while still maintaining the consistency of messaging used in other forms of marketing. The role of a public relations professional includes creating and managing an award-winning annual report, writing speeches for senior management, and maintaining a blog.
The role of a chief marketing officer (CMO) is crucial to the success of any business. This role is both visionary and executor, focusing on building brand awareness and attracting new business. A CMO oversees marketing communications, pricing, distribution channel management, and customer success. As the head of a marketing department, the CMO works across many departments and functions to promote a company's products and services. He is the person responsible for all these activities and is the leader of a marketing department.