Cover -- Title Page -- Copyright Page -- Dedication -- Contents -- Foreward -- Acknowledgments -- Introduction -- 01 Business Goals are Everything -- 02 A Collective Vision -- 03 Data Inspires Creativity -- 04 Finding Unicorns -- 05 Culture Predicts Success and Failure -- 06 Measure What Matters -- 07 What It's Worth -- 08 Never Stop Improving -- 09 One Size Fits no One -- 10 Framework for Innovation -- 11 Conclusion and Next Steps -- Appendix A: What CMOs Need to Make Digital Marketing Work -- Appendix B: "Dumb Ways to Die": Detailed Analysis of Claims -- Contributor Bios
Authors' Note: Continuing the Conversation -- Endnotes -- Index -- About the Authors
