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Review
"Investment in business-aligned marketing capability is critical to build local and global brands, ...and indispensable to build galactic ones!" - Rebecca Messina, Global CMO Uber "By integrating Chris's 8 marketing fundamentals with finance, sales and operations from the start, portfolio company CEOs build a truly sustainable business model." - Frederic de Mevius, Chairman, Verlinvest (AB InBev related Belgian family fund) "Chris inspired us to always reinvent our marketing mindset and machine ahead of new generations. This is his next must read provocation." - Frank Abenante, former VP Global Brands and Marketing Capability AB InBev, Founder Brand Tuning "A timely reminder: brands can only be sustainable if they keep earning their social license to operate, all while becoming the most effective and efficient business marketer they can be." - Stephan Loerke, CEO, World Federation of Advertisers (WFA) "Hard to put down, Chris' book has already helped me think through marketing issues at two companies I follow. I'll want to return to this book again and again to remind myself of the importance of pricing and purpose, and the power of looking up to the stars, rather than down at our feet."- Robert Ottenstein, Senior Sell-Side Analyst (CPG) "Chris is the most finance-driven marketer I know. CMO is CFO is CEO!" - Marc de Swaan Arons, CMO Kantar Consulting, author of "The Global Brand CEO" and "Marketing 2020: Organizing for Growth" "A page-turner blend of history and future of how marketing plus finance can impact business, painted against the backdrop of humankind's intensifying race to space. Fascinating." - Penny McIntyre, Board Director "Chris merges Main Street and Wall Street into actionable advice for all students of business. Galactic inspiration for the curriculum of the future." - Oliver Gottschalg, Academic Dean, TRIUM Global EMBA - NYU Stern / LSE / HEC "A very different, fresh and audacious playbook for gravity-defying business marketing. Modern CMOs should try this MC-Rocket ride!"- Rudy Moenaert, Professor of Strategic Marketing at TIAS School of Business & Society (The Netherlands) "As a fast growth scale up we learned a lot from Chris. Marketing is strategy, and needs to be integrated in all aspects of business from the start." - Mark Ramadan & Scott Norton, Co-founders of sir Kensington's (now Unilever) "Avoid Silicon snake oil tools. Focus on real tools that build on Burggraeve's 8 fundamentals. " - Louis Jonckheere, co-CEO Showpad "Take it from a business marketer with a serious global track record and the battle scars that go with it. We have lift off!"- Joe Jaffe, CEO of Start-Up for Brands, Bestseller author of "Beyond the 30" spot" and "Flip the Funnel"
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About the Author
Chris R. Burggraeve is a passionate and award winning global business marketer turned investor, entrepreneur, advisor, board member and adjunct faculty. Chris has nearly 30 years of deep Sin & Soul expertise merging brand management, societal context, and P&L's across the following 5 areas: -Corporate marketing: CMO Anheuser-Busch InBev (07-12), Group Marketing Director Europe for The Coca-Cola Company (95-07), Brand Management at P&G (90-95); Prince Albert Fund Laureate (89-90); Tech scale up (88-89). -Entrepreneurship and board governance: Created a select global portfolio of disruptive yet responsible micro ventures. Investing and advisory/board roles. Noteworthy exits to date: Sir Kensington's, sold to Unilever (4/17), and FlashStock, sold to Shutterstock (7/17). He is one of the first classic global CPG leaders to have actively recognized the importance and potential of the cannabis industry. He co-founded Toast Holdings (2016) and became an early investor/advisor in, and now chairman of, greenrush.com. He is an active speaker and evangelist on the creation of a sustainable cannabis eco-system: one that balances societal responsibility with capitalism and enjoyment. -Marketing capability and strategy advisory: Vicomte LLC - Creating Renaissance Brands(TM). Since end 2012, serving corporates, new tech and non tech ventures, private equity, and family funds (like Verlinvest, owned by AB InBev families, operating advisor 12-) -Teaching and keynotes: Since 2012, adjunct faculty and executive-in-residence at NYU Stern (TRIUM Global EMBA; MS of Business Analytics); Regular speaker at companies and other top universities worldwide; -Non profits and industry association leadership: Executive committee member and president of the Brussels based World Federation of Advertisers (08-13); Board member and president of the NYC based Belgian-American Chamber of Commerce (10-18); Advisor in Economic Diplomacy for Belgium (13-). Chairman of the Prince Albert Fund, part of Belgium's largest foundation (the King Baudouin Foundation, 14-) A multilingual Belgian-American based in NYC, he constantly strives for the elusive balance between endurance sports and the joys of pure gastronomy. A consumer scientist with a passion for space, he can't wait to get up there, having secured his Virgin Galactic suborbital flight ticket back in 2011. He may become the first CMO in the world getting his basic astronaut wings. For more details and free model downloads: vicomte.com/galactic
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Product details
Hardcover: 334 pages
Publisher: Vicomte (December 12, 2018)
Language: English
ISBN-10: 1532394934
ISBN-13: 978-1532394935
Product Dimensions:
6 x 1.1 x 9 inches
Shipping Weight: 1.8 pounds (View shipping rates and policies)
Average Customer Review:
5.0 out of 5 stars
1 customer review
Amazon Best Sellers Rank:
#670,823 in Books (See Top 100 in Books)
In this book, the author proves marketing *can* be understandable and make sense - based on facts and insights and the business and strategy. The state of many organizations is the Grand Pretend that marketing is different ... creative ... driven by passion ... something that can't be quantified. Finance however is all grounded in "understandable" components like expenses or assets. BUT, the author writes - Marketing is finance is business - this is the base idea - and he proves it. This author's framework should be used by businesses to blow out the advertising smoke screens and tune the organization to real business growth. Interestingly, all these ideas are framed in a "reach for the stars" approach - literally - by connecting the story to coming Space industries and exploration of the solar system - odd, but it works and makes it memorable. Bottomline, this book is informative, useful, immediately practical ...and fully entertaining. My favorite book purchase of the year. A worthy buy.
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