Product Overview
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.
Youll 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 everythings moving at lightspeed
And much more
Johnson supports his recommendations by taking you behind the scenes with some of the worlds top marketing teams, at companies including LOreal, 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 theyre planning and executing those changes and how you can, too. Whether youre a marketing executive, strategist, or manager, The Future of Marketing offers what your organization needs most: a clear path forward.
