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The Shift: The Transformation of Today’s Marketers into Tomorrow’s Growth Leaders
By Scott M. Davis
Jossey-Bass
brandchannel.com says: We live in transformative times, and never has there been a better environment in the branding industry than now for books like The Shift, which offers readers an analytical and factual account of the past and present alongside advice on how to navigate the future. Author Scott M. Davis, a senior partner at Prophet and adjunct professor at Northwestern University, argues that the future belongs to nimble organizations that empower CEOs and CMOs by having them work closely with marketers to galvanize networks, spur innovation, inspire sophisticated marketing approaches and, finally, implement a vision that makes the customer the focus of business strategies. Though the complex graphs tend to overwhelm, the prose is direct, and the examples are poignant and educational—a fine mix of insights and lessons to encourage growth.
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