In the 21st century, marketing is in the midst of dramatic change - and the CMO role is changing with it. The marketing of the 20th century was defined by mass production and mass communication. It required an inside-out logic that began with the product and ended with the consumer. Today's marketing operates the other way around: it starts with people and their experiences and works its way backwards to products, technologies and processes. Marketing is about to hit the next level, and thus the chief marketing officer role needs to grow to match. This book profiles marketeers and CMOs from leading brands such as Banana Republic, Bayer, Generali, Gucci, Jägermeister, Katjes, Oatly, smart, Tony's Chocolonely, Unilever, Zalando and many more. What are their views, how do they perceive today's marketing and their role in it, and what skills will every CMO need to meet the challenges of marketing in the future?
Martin Recke is the corporate editor at Accenture Song. He has published books such as "Transformational Products" (by Matthias Schrader), "Parallelwelten" (in English) and "The Great Redesign" (2020) and writes regularly for the NEXT Insights blog. In 2006 he co-founded the renowned NEXT Conference. Martin worked in marketing and communications at SinnerSchrader between 2001 and 2021. He is a political scientist and blogger with a background in journalism.
Autorentext
Martin Recke is the corporate editor at Accenture Song. He has published books such as "Transformational Products" (by Matthias Schrader), "Parallelwelten" (in English) and "The Great Redesign" (2020) and writes regularly for the NEXT Insights blog. In 2006 he co-founded the renowned NEXT Conference. Martin worked in marketing and communications at SinnerSchrader between 2001 and 2021. He is a political scientist and blogger with a background in journalism.
Autorentext
Martin Recke is the corporate editor at Accenture Song. He has published books such as "Transformational Products" (by Matthias Schrader), "Parallelwelten" (in English) and "The Great Redesign" (2020) and writes regularly for the NEXT Insights blog.
In 2006 he co-founded the renowned NEXT Conference. Martin worked in marketing and communications at SinnerSchrader between 2001 and 2021. He is a political scientist and blogger with a background in journalism.
Titel
Next Level CMO
Untertitel
How the role of marketing is changing completely
Autor
Editor
EAN
9783948580957
Format
E-Book (epub)
Hersteller
Digitaler Kopierschutz
frei
Dateigrösse
4.21 MB
Anzahl Seiten
300
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