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Navin, Peter / Creelman, David

The CMO of People

Manage Employees Like Customers with an Immersive Predictable Experience that Drives Productivity and Performance

    29,99 € / $34.99 / £27.50*

    Publication Date:
    October 2018
    See all formats and pricing


    Aims and Scope

    Instead of thinking of Human Resources as a kind of upgraded personnel department it can be thought of as an analogue to marketing. Just as the Chief Marketing Officer curates an experience to get the best lifetime value from customers, the head of HR can curate an experience to get the best lifetime value from employees.

    This book explores this new model and titles its leader as "The CMO of People." This new title encapsulates a business focused people function that has learned from the proven tools of the marketing function. The CMO of People creates a predictable and immersive employee experience that drives productivity and performance. In this pathbreaking book, Peter Navin and David Creelman discuss

      • How to create a predictable and immersive end-to-end experience for employees
      • How a CMO of People can overcome barriers and drive performance
      • Why we need to structure the HR department differently
      • How to find unconventional people to staff this unconventional model


    23.0 x 15.5 cm
    xx, 246 pages
    Type of Publication:
    Specialist Text
    HR; Human resources; CHRO; CMO; Talent management; Workforce

    More ...

    Peter Navin, CHRO, Grand Rounds, Inc., San Francisco, USA; David Creelman, CEO, Creelman Research, Toronto, Canada


    "Peter and David have done a marvelous job showing that managing people has many parallels to managing customers. The Chief HR Officer (CHRO) and the Chief Marketing Office (CMO) have much to learn from each other. This work reinforces that HR is not about HR, but about delivering business impact. Their work offers many insightful ideas and useful tools for better managing people, a vital part of the HR agenda for future business success."

    Dave Ulrich, Rensis Likert Professor, Ross School of Business, University of Michigan; Partner, The RBL Group

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