Chief executive officers and CMOs should view themselves as problem-solvers, not reporters, and should focus on trying to gain a causal understanding, not on describing attitudes, and on changing the marketing situation.

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The Answer of Chief executive officers and CMOs should view themselves as problem-solvers, not reporters, and should focus on trying to gain a causal understanding, not on describing attitudes, and on changing the marketing situation.

Chief Executive Officers and CMOs Should View Themselves as Problem-Solvers