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Next Level CMO
How the role of marketing changes completely
Taschenbuch von Martin Recke (u. a.)
Sprache: Englisch

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Beschreibung
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, Jägermeister, 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?
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, Jägermeister, 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?
Über den Autor
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.
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, [...]

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
Details
Erscheinungsjahr: 2022
Fachbereich: Werbung & Marketing
Genre: Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Seiten: 250
Reihe: Edition NFO
Inhalt: Kartoniert / Broschiert
ISBN-13: 9783948580254
ISBN-10: 3948580251
Sprache: Englisch
Einband: Kartoniert / Broschiert
Autor: Recke, Martin
Tinworth, Adam
Redaktion: Schrader, Matthias
Hersteller: SinnerSchrader AG
Maße: 219 x 169 x 25 mm
Von/Mit: Martin Recke (u. a.)
Erscheinungsdatum: 08.09.2022
Gewicht: 0,598 kg
preigu-id: 121681481
Über den Autor
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.
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, [...]

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
Details
Erscheinungsjahr: 2022
Fachbereich: Werbung & Marketing
Genre: Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Seiten: 250
Reihe: Edition NFO
Inhalt: Kartoniert / Broschiert
ISBN-13: 9783948580254
ISBN-10: 3948580251
Sprache: Englisch
Einband: Kartoniert / Broschiert
Autor: Recke, Martin
Tinworth, Adam
Redaktion: Schrader, Matthias
Hersteller: SinnerSchrader AG
Maße: 219 x 169 x 25 mm
Von/Mit: Martin Recke (u. a.)
Erscheinungsdatum: 08.09.2022
Gewicht: 0,598 kg
preigu-id: 121681481
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