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Opis

In the 21st century, marketing is up for dramatic change - and the CMO role is changing with it. 20th-century marketing was defined by mass production and mass communication. This 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 the people and their experiences and works its way backwards to products, technologies and processes.Marketing is about to enter the next level, and thus the chief marketing officer role needs to grow. 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 understand marketing and their role, and what profile will the CMO need in the future to meet the challenges of marketing today?

Szczegóły książki

Kategoria Książki po angielsku Economics, finance, business & management Business & management Sales & marketing

• Pełny tytuł: Next Level CMO
• Podtytuł: How the role of marketing changes completely
• Autor: Martin Recke, Adam Tinworth, Matthias Schrader
• Język: Angielski
• Oprawa: Miękka
• Liczba stron: 304
• EAN: 9783948580254
• ID: 39233478
• Wydawca: Next Factory Ottensen
• Waga: 598 g
• Wymiary: 220 × 170 × 25 mm
• Data wydania: 27. October 2022

Ulubione w innej kategorii

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