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The CMO’s Periodic Table: A Renegade’s Guide to Marketing by Drew Neisser

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III. Transitional Trends

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Now we find ourselves moving into the low-rise center of the CMO’s Periodic Table. In chemistry we’d be embarking upon the Transition Elements (also known as “Transition Metals”).

In our marketing journey, we’re also in a place of transition. Then again, aren’t we always? Transition is a constant in this industry. While the fundamental goals of service, brand-building, and increasing sales are eternal, the techniques and tools we use to get there are in constant flux. Like it or not, trends are as much a driving force behind marketing as they are behind, say, pop music. (Though it’s a coincidence that the CMO in charge ...

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