Next Level CMO
eBook - ePub

Next Level CMO

Wie sich die Rolle des Marketings völlig verÀndert

  1. 320 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Next Level CMO

Wie sich die Rolle des Marketings völlig verÀndert

About this book

Im 21. Jahrhundert befindet sich das Marketing inmitten eines dramatischen Wandels - und mit ihm die Rolle des CMO. Das Marketing des 20. Jahrhunderts war geprĂ€gt von Massenproduktion und Massenkommunikation. Es erforderte eine Inside-out-Logik, die beim Produkt begann und beim Verbraucher endete. Das heutige Marketing funktioniert genau umgekehrt: Es beginnt mit den Menschen und ihren Erfahrungen und arbeitet sich rĂŒckwĂ€rts zu Produkten, Technologien und Prozessen vor.Das Marketing steht kurz davor, das nĂ€chste Level zu erreichen, und daher muss die Rolle des Chief Marketing Officer entsprechend wachsen. Dieses Buch stellt Marketeers und CMOs von fĂŒhrenden Marken wie Banana Republic, Bayer, Generali, Gucci, JĂ€germeister, Katjes, Oatly, smart, Tony's Chocolonely, Unilever, Zalando und vielen mehr vor. Wie sehen sie das heutige Marketing und ihre Rolle darin und welche FĂ€higkeiten braucht jeder CMO, um die Herausforderungen des Marketings in der Zukunft zu meistern?

Frequently asked questions

Yes, you can cancel anytime from the Subscription tab in your account settings on the Perlego website. Your subscription will stay active until the end of your current billing period. Learn how to cancel your subscription.
No, books cannot be downloaded as external files, such as PDFs, for use outside of Perlego. However, you can download books within the Perlego app for offline reading on mobile or tablet. Learn more here.
Perlego offers two plans: Essential and Complete
  • Essential is ideal for learners and professionals who enjoy exploring a wide range of subjects. Access the Essential Library with 800,000+ trusted titles and best-sellers across business, personal growth, and the humanities. Includes unlimited reading time and Standard Read Aloud voice.
  • Complete: Perfect for advanced learners and researchers needing full, unrestricted access. Unlock 1.4M+ books across hundreds of subjects, including academic and specialized titles. The Complete Plan also includes advanced features like Premium Read Aloud and Research Assistant.
Both plans are available with monthly, semester, or annual billing cycles.
We are an online textbook subscription service, where you can get access to an entire online library for less than the price of a single book per month. With over 1 million books across 1000+ topics, we’ve got you covered! Learn more here.
Look out for the read-aloud symbol on your next book to see if you can listen to it. The read-aloud tool reads text aloud for you, highlighting the text as it is being read. You can pause it, speed it up and slow it down. Learn more here.
Yes! You can use the Perlego app on both iOS or Android devices to read anytime, anywhere — even offline. Perfect for commutes or when you’re on the go.
Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.
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
9783948580452
eBook ISBN
9783948580650
Topic
Business
Subtopic
Advertising
Index
Business

Table of contents

  1. Inhaltsverzeichnis
  2. Vorwort: Ready Player One - Von 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 - MitgrĂŒnder von kiukiu, ehemals CMO bei 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, ehemaliger Chief Evangelist bei 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, ehemals CMO bei Stada
  21. Thomas Zimmermann - CEO, Free Now
  22. Michael vom Sondern - GeschĂ€ftsfĂŒhrer und CMO, onQuality, ehemals Global Head of Digital Marketing & Sales bei tesa
  23. Jenny Gruner - Director Global Digital Marketing, Hapag-Lloyd
  24. Ana Andjelic - Brand Executive und eine der „World’s Most Influential CMOs“ von Forbes
  25. Fazit: Zeit fĂŒr ein neues Level
  26. Über die Autoren
  27. Kein Buch ist eine Insel: Danksagungen
  28. Glossar
  29. Impressum