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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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8. Why Multichannel Matters

“When I became CMO of Yahoo!, I think it was at almost the height of chaos. [T]he rules for how you succeeded with consumers had completely been disrupted by the digital transformation. And then there was an explosion of new channels.... You still had the same goals, but all of a sudden, all of the traditional wisdom that [you’d] relied on was not necessarily serving you in the same way.”

—Cammie Dunaway, Chief Marketing Officer, KidZania

Cammie Dunaway has held senior marketing positions in multiple industries in a career that spans over twenty years. As such, she is well-placed to discuss the changes that have impacted on all marketers over the last couple of decades. One of the most significant developments? The ...

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