This book profiles marketeers and CMOs from leading brands such as Banana Republic, Generali, Gucci, Jägermeister, Oatly, smart, Tony’s Chocolonely, Unilever, Zalando and many more. What are their views, how do they understand marketing and their role, and what profile will the CMO need in the future to meet the challenges of marketing today?

20th-century marketing was defined by mass production and mass communication. This required an inside-out logic that began with the product and ended with the consumer. Today’s marketing operates the other way around: it starts with the people and their experiences and works its way backwards to products, technologies and processes.