Trends Report

Embrace Innovative Marketing

Executive Overview Of The Marketing Innovation Playbook

November 26th, 2019
With contributors:
Shar VanBoskirk , Keith Johnston , Matthew Flug , Caroline Robertson , Jacob Basseches , Christine Turley

Summary

Marketing has come a long way, but it is not yet customer obsessed. True marketing innovation focuses on evolving from staid and traditional marketing approaches toward a new worldview that prioritizes solving customer problems over promoting product. This report introduces executives to our marketing innovation playbook, which guides CMOs and their lieutenants on their journey to customer-obsessed marketing innovation. This is an update of a previously published report; Forresterreviews and updates it periodically for continued relevance and accuracy.

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