How Authenticity, Relevance and Transparency Will Help You Survive The Age of the Customer
In 2015, my first book was published by Pearson. The Future of Marketing argued that enterprise marketing strategies must focus on authenticity, relevance and transparency to survive the age of the customer.
Featuring insight from CMOs of Bacardi, Xerox, Molson Coors, Aflac, One Medical Group and others, the book is now used by several MBA marketing courses across the USA.
You can buy a copy at Amazon.
Part One: What’s Changed?
New Competitors + More Noise = Need For Relevance
The Democratization of Your Brand
The New Customer Contract: Authenticity, Relevance and Transparency
Part Two: How Are Companies Coping?
The Marketer’s Expanding Role: Confusion on Next Steps
Delivering a Consistent Message Is Increasingly Challenging
Most Companies Are Not Fully Leveraging Customer Data
Part Three: Building For The Future
Managing a Brand in Collaboration with Customers
Build Your Corporate Onion: Evolving Internal Structures
Content Marketing to Drive Engagement
Part Four: A Proposed New Department
Customer Experience at The Center of Marketing
Walls Between Employees and Customers Come Down
Victoria Burwell, Chief Marketing Officer, McGraw Hill Education
Dominic Collins, Chief Marketing Officer, Legal & General
Frans Cornelis, Chief Marketing Officer, Randstad
Cammie Dunaway, Chief Marketing Officer, KidZania
Russ Findlay, Chief Marketing Officer, Hiscox USA
Andy Gibson, Chief Marketing Officer, Bacardi
John Kennedy, Chief Marketing Officer, Xerox
Jean-Claude Larreche, Professor of Marketing, INSEAD
Dan Lewis, Chief Public Affairs Officer, Molson Coors
Chris Linder, President, Keds
Cavin Pietzsch, Chief Marketing Officer, General Electric Germany
Marco Ryan, Chief Digital Officer, Thomas Cook Group
Jason West, Chief Marketing Officer, HJ Heinz North America
Barry Wolfish, Chief Marketing Officer, Land O’ Lakes
Arra Yerganian, Chief Medical Officer, One Medical Group
Michael Zuna, Chief Marketing Officer, Aflac