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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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6. How an Evolved Internal Structure Drives Authentic, Relevant, and Transparent Marketing

“[T]he ability to cross lines and connect the various parts of the organization in a way we’ve never worried about historically is much more of an imperative.”

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

Let’s say that you want to evolve a marketing department into one that’s capable of flourishing in the years ahead. You want a department that’s able to meet customer expectations for authentic, relevant, and transparent marketing campaigns. It’s essential, then, that employees are buying into a longer-term strategy and that the company is giving those employees the environment and resources they’ll need to flourish. Your strategy to evolve and ...

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