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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?
Sommario
Introduction: Ready Player Oneby Matthias SchraderLaura EschrichtGlobal Marketing Director, ZalandoSven MarkschlägerChief Digital Officer, KrombacherJustina RokitaChief Marketing Officer, MoiaJenny FleischerCEO, babymarkt.deVolker WeinleinCo-Founder of kiukiu, former CMO at Katjes InternationalMaria von Scheel-PlessenDirector EMEA Media, GucciMauricio BaruccaHead of Marketing, BarmerIsabelle ConnerGroup Chief Marketing & Customer Officer, GeneraliPatricia CorsiGlobal Chief Marketing, Digital and Information Officer, Bayer Consumer HealthJohn SchoolcraftGlobal Chief Creative Officer, Oatly ABLena JüngstCo-Founder & Chief Evangelist, air upJakob BerndtCo-Founder, TomorrowYnzo van ZantenPost-Purpose Preacher, former Chief Evangelist at Tony's ChocolonelyDebora van der Zee-DenekampVice President Foods Benelux, UnileverMartin DrustBrand, Digital, Strategy, FC St. PauliFelix JahnenDigital Transformation Meister, JägermeisterBjörn SchickChief Experience Officer, smart EuropeBeate RosenthalPartner Global Consumer & Health Platform, Roland Berger, former CMO at StadaThomas ZimmermannCEO, Free NowMichael vom SondernManaging Director and CMO, onQuality, former Global Head of Digital Marketing & Sales at tesaJenny GrunerDirector Global Digital Marketing, Hapag-LloydAna AndjelicBrand executive and one of Forbes' "The World's Most Influential CMOs"Conclusion: Time to level upGlossary
