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For CMO Professionals

Three Steps To Modernize Marketing Thinking

Beginner Level: Mindset Practices For Marketing Innovation

May 13, 2019


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This report is part of "Act: Beginner Level" in The Marketing Innovation Playbook.

Why Read This Report

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.

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Table of Contents

  • Customer Obsession Requires A New Marketing Mindset
  • Three Steps To Breaking Old Habits And Establishing New Ones
  • Recommendations

  • A Mindset Shift Starts With Small Steps
  • Supplemental Material
  • Related Research Documents

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