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?
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A business journalist by background, Adam Tinworth has been writing about the digitalisation of commerce since the dot-com boom in the 1990s. He has written for NEXT Insights for over a decade and his own blog, One Man & His Blog, for nearly 20 years.
Outside of his writing, he consults with digital businesses on their online content strategies and lectures in audience engagement skills and strategy at City, University of London.
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