TY  - BOOK
AU  - Johnson,Nick
TI  - The future of marketing: strategies from 15 leading brands on how authenticity, relevance, and transparency will help you survive the age of the customer 
SN  - 9780134084503
AV  - HF5415 .J545 2015
U1  - 658.8	 23
KW  - Marketing
KW  - Marketing	
KW  - Success in business	
KW  - Customer relations	
KW  - Marketing--Management	
KW  - Branding (Marketing)	
KW  - Management
KW  - Case studies
KW  - Branding (Marketing)
KW  - fast
N1  - Includes bibliographical references and index; The online book link; https://www.amazon.com/Future-Marketing-Strategies-Authenticity-Transparency-ebook-dp-B00YVCPF7Q/dp/B00YVCPF7Q/ref=mt_other?_encoding=UTF8&me=&qid=1647842109
N2  - Intelligent marketers see their roles changing at breakneck speed. The deeper questions are: Why? How? What’s next? And what should you do about it? In The Future of Marketing, Nick Johnson offers evidence-based answers to all these questions, backed by in-the-trenches insights from 15 world-class CMOs.

Marketing must be reinvented: Johnson presents expert guidance for doing that. No abstractions here: His up-to-the-minute case studies show how top marketing teams are solving tough problems, from multi-channel brand building to internal alignment. Through these cases, Johnson asks the right people the right questions—and gets out of the way!

With his help and theirs, you’ll learn how to benchmark where you actually stand…leverage storytelling to better engage your customers… optimize your mix of art and science in the age of Big Data… and rebuild your organization to deliver authenticity, relevance, and transparency. Whether you’re a CMO, strategist, or manager, Johnson delivers what your marketing organization needs most: a clear path forward.

Moving from the “4P’s” to “ART”
Delivering on your new customer contract: Authenticity, Relevance, and Transparency

Preparing for even more radical change
Getting your story right, getting leadership right, and getting your house in order

Maximizing engagement by integrating data, channels, and content
Growing your payoff from Big Data, content marketing, social platforms, and multichannel marketing

Building tomorrow’s winning marketing organization
Simplifying structures, optimizing skillsets, and organizing around customer experience

This “by marketers, for marketers” guide will help you anticipate and respond to non-stop changes in channels, media, organizations, technologies, markets, products, services—and most important of all—customers.

To support his recommendations, Johnson takes you behind the scenes with 15 world-class CMOs, from top companies like Bacardi, Aflac, Molson Coors, Randstad, Xerox, Land O’Lakes, and Keds. These winning marketers and their teams have learned how to flourish in a radically new world. They share actionable insights for your environment—and practical solutions for your toughest challenges.

--This text refers to the digital edition
ER  -