Future of Marketing, The: Strategies from 15 Leading Brands on How Authenticity, Relevance, and Transparency Will Help You Survive the Age of the Customer - Hardcover

Johnson, Nicholas

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9780134084503: Future of Marketing, The: Strategies from 15 Leading Brands on How Authenticity, Relevance, and Transparency Will Help You Survive the Age of the Customer

Hardcover

ISBN 10: 0134084500 ISBN 13: 9780134084503

Publisher: Pearson FT Press, 2015

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Reinvent marketing for your radically new environment: smarter, faster, more agile, more customer-driven! In this "by marketers, for marketers" primer, Nicholas Johnson offers evidence-based guidance for transforming what you do, and how you do it.

The Future of Marketing shows how to anticipate and respond to relentless change in channels, media options, organizational relationships, technologies, markets, products, services – and most important of all, customers. Johnson investigates each key emerging trend marketers are facing, from shifting customer expectations and fragmenting media landscapes to the challenge of synthesizing vast troves of data into actionable knowledge. He explains how these trends are eradicating ‘marketing’ as we know it, and helps you respond by refashioning organizational structures, marketing campaigns, marketer roles, and much more.

You’ll learn how to:

� Move from "campaigning" to storytelling and authentic conversations

� Achieve true ‘real-time marketing" and greater agility throughout the marketing function

� Migrate from big TV buys to a pervasive multi-channel/omni-channel approach

� Accelerate marketing processes, eliminate bureaucracy, and optimize agility

� Mitigate risk when everything’s moving at lightspeed

� And much more

Johnson supports his recommendations by taking you behind the scenes with some of the world’s top marketing teams, at companies including L’Oreal, Old Navy, Time Warner, Adidas, HP, McDonalds, Wells Fargo, and Universal. These highly-successful marketers have recognized that they too must change to flourish in a radically new environment. Johnson shows how they’re planning and executing those changes – and how you can, too. Whether you’re a marketing executive, strategist, or manager, The Future of Marketing offers what your organization needs most: a clear path forward.

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From the Back Cover:

Reinvent Marketing: Smarter, Faster, More Agile, More Customer-Driven!

Intelligent marketers see their roles changing at breakneck speed. The deeper questions are: Why? How? What’s next? And what should you do about it? In The Future of Marketing, Nick Johnson offers evidence-based answers to all these questions, backed by in-the-trenches insights from 15 world-class CMOs.

Marketing must be reinvented: Johnson presents expert guidance for doing that. No abstractions here: His up-to-the-minute case studies show how top marketing teams are solving tough problems, from multi-channel brand building to internal alignment. Through these cases, Johnson asks the right people the right questions—and gets out of the way!

With his help and theirs, you’ll learn how to benchmark where you actually stand...leverage storytelling to better engage your customers... optimize your mix of art and science in the age of Big Data... and rebuild your organization to deliver authenticity, relevance, and transparency. Whether you’re a CMO, strategist, or manager, Johnson delivers what your marketing organization needs most: a clear path forward.

Moving from the “4P’s” to “ART”
Delivering on your new customer contract: Authenticity, Relevance, and Transparency

Preparing for even more radical change
Getting your story right, getting leadership right, and getting your house in order

Maximizing engagement by integrating data, channels, and content
Growing your payoff from Big Data, content marketing, social platforms, and multichannel marketing

Building tomorrow’s winning marketing organization
Simplifying structures, optimizing skillsets, and organizing around customer experience

This “by marketers, for marketers” guide will help you anticipate and respond to non-stop changes in channels, media, organizations, technologies, markets, products, services—and most important of all—customers.

To support his recommendations, Johnson takes you behind the scenes with 15 world-class CMOs, from top companies like Bacardi, Aflac, Molson Coors, Randstad, Xerox, Land O’Lakes, and Keds. These winning marketers and their teams have learned how to flourish in a radically new world. They share actionable insights for your environment—and practical solutions for your toughest challenges.

About the Author:

Nick Johnson is founder and CEO of the Incite Group, a leading business intelligence firm that provides highly relevant, research-based insights on customer experience for the marketing, communications, and advertising communities. He has worked closely with chief marketing officers and other senior executives from major brands since founding his first company, Useful Social Media, in 2009

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