凯捷（Capgemini）：市场营销新面貌（中译版）（168页）.pdf

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1、Quarterly review N4 2022The consumer is changing. Marketing is changing. CMOs now need a unique perspective that blends the needs of the individual, society and planet to address this tech-savvy consumer. The cover and the visuals inside this edition reflect this emerging CMO imperative to transform

2、, adapt, and see the consumer in a whole new perspective.Quarterly review2Capgemini Research InstituteThe New Face of Marketing3Capgemini Research InstituteThe New Face of MarketingForewordAt Capgemini, we believe in collecting and comparing the candid views of diverse stakeholders on the business i

3、ssues that will shape our collective future. By doing this, we become better prepared to seize new opportunities and to face the challenges arising from the current volatile business environment. Through our quarterly journal, Conversations for Tomorrow, the Capgemini Research Institute endeavors to

4、 equip leaders with new perspectives that will help them identify the strategic imperatives for the future of business and society. In this edition, we look at how CMOs are driving organizational change to offer the experiences customers want, delivered in the way they want. Marketing is changing fo

5、r good and for the better. Shareholder expectations have been reset: consumers expect brands to act responsibly, sustainably, and to provide real value to them as individuals, as well as to the societies they live in. The exponential increase in the volume of data available to marketers allows them

6、to gain an unprecedented level of insight into customer mindsets and behaviors, and to deliver customized experiences in real time and at scale. Marketers are truly in the drivers seat, dictating the speed and direction of business strategy and growth. With this power, there is more responsibility a