Future of Marketing, The: Strategies from 15 Leading Brands on How Authenticity, Relevance, and Transparency Will Help You Survive the Age of the Customer - Hardcover

Inhaltsangabe

Today, virtually every marketer is facing relentless pressure to change. Everything around you is changing at an accelerating pace: channels, media options, relationships, organizational structures, technologies, markets, products, services ― and most important of all, customers. The Future of Marketing shows how to reinvent marketingfor your radically new environment.   In this “by marketers, for marketers” primer, pioneering thought leader Nicholas Johnson investigates the key and emerging trends marketers are facing, from shifting customer expectations and fragmenting media landscapes to the challenge of synthesizing vast troves of data into actionable knowledge. Johnson explains how these trends are eradicating ‘marketing’ as we know it, and helps you respond by refashioning organizational structures, marketing campaigns, marketer roles, and much more. You’ll learn how to:  Move from “campaigning” to storytelling and authentic conversations Achieve true ‘real-time marketing” and greater agility throughout the marketing function Migrate from big TV buys to a pervasive multi-channel/omni-channel approach Accelerate marketing processes, eliminate bureaucracy, and optimize agility Mitigate risk when everything’s moving at lightspeed And much more Johnson supports his recommendations by taking you behind the scenes with some of the world’s top marketing teams, at companies including L’Oreal, Old Navy, Time Warner, Adidas, HP, McDonalds, Wells Fargo, and Universal. These highly-successful marketers have recognized that they too must change to flourish in a radically new environment. Johnson shows how they’re planning and executing those changes ― and how you can, too.

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