The Reinvention of Marketing

Editora:

The Internationalist

Código:

491_9781942324003

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The marketing industry is undergoing dramatic transformation brought about by technology, globalization, and shifting economics. The reinvention of marketing is becoming a more critical issue as the industry looks to deliver purpose and meaning to brand values in a business world increasingly defined by social media, mobility, analytics, big data, return-on-investment, and the need for global growth. Learn from these extraordinary individuals who are reinventing contemporary concepts of marketing: Morten Albæk, CMO and Group SVP for Global Marketing, Communication & Corporate RelationsVestas Wind Systems;Dana Anderson, SVP & Chief Marketing Officer- Mondelez International; Barbara Basney, Vice President Global Advertising & Media- Xerox Corporation; Pete Blackshaw, Global Head of Digital Marketing & Social Media-Nestlé; Zita Cassizzi, Chief Digital Officer-TOMS Shoes; Fernando Chacon, Chief Marketing Officer-Banco Itaú; Jesper Colding, Vice President-Mengniu Dairy Company China; Carmen dAscendis, Global Managing Director for Finlandia Vodka and Chambord Liquor-Brown-Forman; Jason Hill, Director of Global Media Strategy-GE. Amy Lou, Director of Global Brand Management-Huawei; Nadine Karp McHugh, Vice President of Global Integrated Media Communications-Colgate Palmolive; Lee Nadler, Marketing Communications Manager-MINI USA; Clayton Ruebensaal, Vice President Global Marketing-The Ritz-Carlton Hotel Company; Simon Sproule, Corporate Vice President of Global Communications-Tesla Motors; and Joseph V. Tripodi, Chief Marketing & Commercial Officer-The Coca-Cola Company. Not only is marketing more critical now to every organization, but it can literally do good, transform brand and consumer relationships through honesty and passion, and even change the world. (Heady stuff, but there are some amazing ideas in the following chapters of how marketing can actually make a world of difference.) Theres no question that todays always-on, accountable, social media en

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