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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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1. The 4 P’s Are Passé

“When I first became a marketer, we really believed that we could understand the environment, design products and services to address needs in the marketplace, and communicate directly to consumers using some fairly well-defined channels—and things would magically happen.”

—Barry Wolfish, Chief Marketing Officer, Land O’Lakes

One can detect an air of wistfulness when talking with chief marketing officers (CMOs) nowadays.

If you glance at conference agendas, white papers, or the marketing trade press, you are welcomed with a plethora of new buzzwords and acronyms almost daily. Digital and social, en vogue just a few years ago, have been swiftly superseded by terms such as omnichannel, native advertising, and programmatic ...

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