The CEOs who have contributed to this
book all recognise the vital importance
of marketing to the future success of
their business, and their answers should
strongly encourage the next generation
of marketers.

The companies our CEOs represent range
from those more than a century old such as
HJ Heinz and Procter & Gamble, to Innocent
and Google who have been around for
barely a decade; from the giants of the
financial world like Barclays and Aviva,
to the not-for-profit world of Barnardo’s
and Friends of the Earth.

Our fifty CEOs offered a fascinating variety of answers to our question: ‘How will
marketing contribute to the future success of your business?’ but there were also some clear common themes.

They all agree on the increasing power of their customers: ‘Customers now have
access to multiple channels, empowering them with knowledge and allowing
them to exercise unprecedented levels of choice about how and with whom they do business’ says Vittorio Colao of Vodafone.

Read more from Andrew Marsden in The Future of Marketing..

We all hope this book will inspire you to greater marketing leadership.

Andrew Marsden
President, The Marketing Society