The New Marketing Realities
We can say with some confidence that the marketplace isn’t what it used to be. It is dramatically different from what it was even 10 years ago
Sammy Stephen’s viral videohelped his flea market receiveunprecedented attention.
Major Societal Forces
•Network information technology
•Globalization
•Heightened competition
Modern retailers increasinglyemphasize in-store experiences for their customers, as does Dick’s Sporting Goods.
Companies are increasingly allowingcustomers to customize theirproducts, such as with personalizedmessages on the front labels ofHeinz ketchup bottles
Qualities of a CMO Innate Qualities
• Risk taker
• Willingness to make decisions
• Problem-solving ability
• Change agent
• Results-oriented
Learned Qualities
• Global experience
• Multichannel expertise
• Cross-industry experience
• Digital focus
• Operational knowledge