In the past, the chief marketing officers or CMO focused on traditional roles, simply marketing and nothing else. It was upto the chief executive officer or CEO to perform the larger role of attracting customer base and retain existing customers. But the division of responsibility is clearly changing with the role of the CMO evolving. On this panel discussion, marketing guru Dr Philip Kotler; Anil Rai Gupta, joint MD of Havells; Sandeep Kataria, CMO of Yum! Restaurants India; Alok Bharadwaj, executive director of Canon; Kunwer Sachdev, MD and CMO of Sukam; and Rajat Jain, MD of Xerox India, discuss if the CMO is the next CEO. Dr Kotler also speaks about social media and the importance of creativity in marketing.