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?
