Title: Next Level CMO: Wie sich die Rolle des Marketings v�llig ver�ndert (German Edition)
Publisher: Next Factory Ottensen
Publication Date: 2022
Language: German
ISBN 10: 3948580456
ISBN 13: 9783948580452
Binding: Soft cover
Condition: New

About this title

Synopsis

Im 21. Jahrhundert befindet sich das Marketing inmitten eines dramatischen Wandels - und mit ihm die Rolle des CMO. Das Marketing des 20. Jahrhunderts war gepr�gt von Massenproduktion und Massenkommunikation. Es erforderte eine Inside-out-Logik, die beim Produkt begann und beim Verbraucher endete. Das heutige Marketing funktioniert genau umgekehrt: Es beginnt mit den Menschen und ihren Erfahrungen und arbeitet sich r�ckw�rts zu Produkten, Technologien und Prozessen vor. Das Marketing steht kurz davor, das n�chste Level zu erreichen, und daher muss die Rolle des Chief Marketing Officer entsprechend wachsen. Dieses Buch stellt Marketeers und CMOs von f�hrenden Marken wie Banana Republic, Bayer, Generali, Gucci, J�germeister, Katjes, Oatly, smart, Tony's Chocolonely, Unilever, Zalando und vielen mehr vor. Wie sehen sie das heutige Marketing und ihre Rolle darin und welche F�higkeiten braucht jeder CMO, um die Herausforderungen des Marketings in der Zukunft zu meistern?

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