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, Jagermeister, 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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