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1、The Marketing MindsetA guide for marketers who want toinstill a powerful marketing mindset inthemselves and their organisations2The Marketing MindsetBest Practice Guide2ndEditionPublished August 2022No part of thispublication may bereproduced ortransmitted in any formor by any means,electronic ormec

2、hanical,includingphotocopy,recording orany information storageand retrieval system,without priorpermission in writingfrom the publisher.Econsultancy LondonFloor M,10 York Road,London,SE1 7NDUnited KingdomTel:+44(0)20 7970 4322Econsultancy New York205 Hudson Street,7th Floor New York,New York,10013Un

3、ited StatesEmail:Website:http:/Contents1.0 Introduction61.1 Foreword101.2 Executive Summary121.3 Methodology141.4 About Econsultancy152.0 Understanding Mindset162.1 Why mindset matters182.2 Evaluating ones mindset202.3 Mindset and career success223.0 Understanding the Marketing Mindset263.1 The case

4、 for cultivating a marketingmindset in an organisation303.2 The 10 Cs of marketing mindset35Foundational3.2.1 Customer Centric353.2.2 Commercially focused42Internal3.2.3 Capable443.2.4 Committed493.2.5 Confident543.2.6 Creative64External3.2.7 Curious693.2.8 Challenging743.2.9 Collaborative793.2.10 C

5、onnected844.0 Fostering an OrganisationalMarketing Mindset894.1 Understand the relationship betweenmindset and culture904.2 Hire for skills and marketing mindset914.2.1 Start with mindset914.2.2 Never hire for skills alone934.2.3 Beware creating a culture of genius954.2.4 Hire diverse teams954.3 Hav

6、e a mantra954.4 Understand the companys valueproposition964.5 Know thy customer974.5.1 Develop and communicatecustomer personas974.5.2 Integrate data and technology974.6 Prioritise long-term growth strategy overquarterly financial targets984.7 Map customer journeys994.8 Update key performance indica