Next Level CMO - Recke, Martin

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Résumé :
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, J?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?

Sommaire:
Introduction: Ready Player One by Matthias Schrader Laura Eschricht Global Marketing Director, Zalando Sven Markschl?ger Chief Digital Officer, Krombacher Justina Rokita Chief Marketing Officer, Moia Jenny Fleischer CEO, babymarkt.de Volker Weinlein Co-Founder of kiukiu, former CMO at Katjes International Maria von Scheel-Plessen Director EMEA Media, Gucci Mauricio Barucca Head of Marketing, Barmer Isabelle Conner Group Chief Marketing & Customer Officer, Generali Patricia Corsi Global Chief Marketing, Digital and Information Officer, Bayer Consumer Health John Schoolcraft Global Chief Creative Officer, Oatly AB Lena J?ngst Co-Founder & Chief Evangelist, air up Jakob Berndt Co-Founder, Tomorrow Ynzo van Zanten Post-Purpose Preacher, former Chief Evangelist at Tony?s Chocolonely Debora van der Zee-Denekamp Vice President Foods Benelux, Unilever Martin Drust Brand, Digital, Strategy, FC St. Pauli Felix Jahnen Digital Transformation Meister, J?germeister Bj?rn Schick Chief Experience Officer, smart Europe Beate Rosenthal Partner Global Consumer & Health Platform, Roland Berger, former CMO at Stada Thomas Zimmermann CEO, Free Now Michael vom Sondern Managing Director and CMO, onQuality, former Global Head of Digital Marketing & Sales at tesa Jenny Gruner Director Global Digital Marketing, Hapag-Lloyd Ana Andjelic Brand executive and one of Forbes? ?The World?s Most Influential CMOs? Conclusion: Time to level up Glossary