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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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Index

Numbers

4 P’s of marketing, 11-12

A

accountability, impact of data on, 31-32

Aflac example (benefits of data management), 155

agility

benefits of, 156-157

centers of excellence, 236-239

in future of marketing, 48, 234-236

within organizational structure, 127-130

Amazon, 31

art

in brand storytelling, 94

science versus, 30-31

data insights into problems, 142-143

data natives, 141-142

opportunity provided by data, 140-141

privacy issues, 158-161

scale of shift to data, 139-140

ART (Authenticity, Relevance, Transparency), 40-41. See also authenticity, relevance, transparency

in conversation, 207

expanded role of marketers, 62

in future of marketing, 46-48, 231-232

interlinkage in, 41-42

internal buy-in and, importance of, 95-96

storytelling ...

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