Next Level CMO
eBook - ePub

Next Level CMO

How the role of marketing is changing completely

  1. 300 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Next Level CMO

How the role of marketing is changing completely

About this book

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, JĂ€germeister, 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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Yes, you can access Next Level CMO by Martin Recke, Adam Tinworth, Matthias Schrader in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Next Factory Ottensen
Year
2022
Print ISBN
9783948580858
eBook ISBN
9783948580957
Topic
Business
Subtopic
Advertising
Index
Business

Table of contents

  1. Table of Contents
  2. Introduction: Ready Player One - by Matthias Schrader
  3. Laura Eschricht - Global Marketing Director, Zalando
  4. Sven MarkschlÀger - Chief Digital Officer, Krombacher
  5. Justina Rokita - Chief Marketing Officer, Moia
  6. Jenny Fleischer - CEO, babymarkt.de
  7. Volker Weinlein - Co-Founder of kiukiu, former CMO at Katjes International
  8. Maria von Scheel-Plessen - Director EMEA Media, Gucci
  9. Mauricio Barucca - Head of Marketing, Barmer
  10. Isabelle Conner - Group Chief Marketing & Customer Officer, Generali
  11. Patricia Corsi - Global Chief Marketing, Digital and Information Officer, Bayer Consumer Health
  12. John Schoolcraft - Global Chief Creative Officer, Oatly AB
  13. Lena JĂŒngst - Co-Founder & Chief Evangelist, air up
  14. Jakob Berndt - Co-Founder, Tomorrow
  15. Ynzo van Zanten - Post-Purpose Preacher, former Chief Evangelist at Tony’s Chocolonely
  16. Debora van der Zee-Denekamp - Vice President Foods Benelux, Unilever
  17. Martin Drust - Brand, Digital, Strategy, FC St. Pauli
  18. Felix Jahnen - Digital Transformation Meister, JĂ€germeister
  19. Björn Schick - Chief Experience Officer, smart Europe
  20. Beate Rosenthal - Partner Global Consumer & Health Platform, Roland Berger, former CMO at Stada
  21. Thomas Zimmermann - CEO, Free Now
  22. Michael vom Sondern - Managing Director and CMO, onQuality, former Global Head of Digital Marketing & Sales at tesa
  23. Jenny Gruner - Director Global Digital Marketing, Hapag-Lloyd
  24. Ana Andjelic - Brand executive and one of Forbes’ “The World’s Most Influential CMOs”
  25. Conclusion: Time to level up
  26. About the authors
  27. Acknowledgements: No book is an island
  28. Glossary
  29. Copyright