O'Reilly logo

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

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

3. How Are Companies Doing Right Now?

“[Marketers have to] work far harder than we ever have in the past.”

—Andy Gibson, formerly CMO at Bacardi

The environment in which marketers operate has changed fundamentally. The last decade brought new platforms, new channels, new customer expectations, new challenges and, lest we forget, new opportunities.

Large companies have begun to recognize challenges and form a response, their disparate strategies coalescing around a few key points of consensus. There is an increasing recognition that marketing—and business as a whole—must deliver authenticity, relevance, and transparency if a company is to thrive in the next decade and beyond.

Although there are indeed constants in the field of marketing, change ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required