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Band 05

Next Level CMO

How the role of marketing is changing completely

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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?

Inhaltsverzeichnis

Introduction: Ready Player One
by Matthias Schrader

Laura Eschricht
Global Marketing Director, Zalando

Sven Markschläger
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 Jüngst
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, Jägermeister

Björn 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

Produktdetails

Erscheinungsdatum
19. September 2022
Sprache
englisch
Seitenanzahl
304
Reihe
Edition NFO, 05
Autor/Autorin
Martin Recke, Adam Tinworth
Herausgegeben von
Matthias Schrader
Verlag/Hersteller
Produktart
kartoniert
Gewicht
598 g
ISBN
9783948580254

Portrait

Martin Recke

Martin Recke is the corporate editor at Accenture Song. He has published books such as "Transformational Products" (by Matthias Schrader), "Parallelwelten" (in English) and "The Great Redesign" (2020) and writes regularly for the NEXT Insights blog.

In 2006 he co-founded the renowned NEXT Conference. Martin worked in marketing and communications at SinnerSchrader between 2001 and 2021. He is a political scientist and blogger with a background in journalism.

A business journalist by background, Adam Tinworth has been writing about the digitalisation of commerce since the dot-com boom in the 1990s. He has written for NEXT Insights for over a decade and his own blog, One Man & His Blog, for nearly 20 years.

Outside of his writing, he consults with digital businesses on their online content strategies and lectures in audience engagement skills and strategy at City, University of London.

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