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The Future of Marketing: Strategies from 15 Leading Brands on How Authenticity, Relevance, and Transparency Will Help You Survive the Age of the Customer by Nicholas Johnson

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Introduction

I’ll let you in on a secret. I’m a bit of a skeptic. I’ve worked in marketing for close to ten years now and founded two companies focused closely on the business of marketing for large corporations.

And gosh, there are a whole lot of snake oil salesmen, aren’t there?

It’s the names that give it away. Who, apart from 8-year-old boys and highly trained martial artists, calls himself a ninja? Why are there so many “gurus” nowadays? Why so many “rock stars” and so few guitar solos?”

My day job is to run a business intelligence company called the Incite Group. I founded it based on the observation that I wasn’t the only one getting a bit tired of the big promises and buzzwords spouted all across the marketing “community.” The gurus, ...

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