Current marketing approaches are out of sync with today's empowered buyers. Customer-obsessed marketers from Amazon to Zappos disrupt their industries by creating experiences that exceed consumers' expectations. Their secret: a new mindset that abandons brand-centric principles popularized during the mass marketing era while transcending digital marketing's narrow, technology-centric focus. CMOs, read this report to begin to transform your mental model of what marketing is and how it influences customers. This is an update of a previously published report. Forrester reviews and revises it periodically for continued relevance and accuracy.