CMO's Periodic Table, The: A Renegade's Guide to Marketing, 1st edition

Foreword by Don Peppers
Introduction

BASIC ELEMENTS
Setting Expectations: Jeffrey Hayzlett, C-Suite Network
Planning: Bob Kraut, Papa John’s
Research: Eric Eden, Cvent
Strategy: Colette LaForce, AMD
Branding: Dave Minifie, Centene
Rebranding: Wendy Newman, AMN Healthcare
Measuring: Antonio Lucio, VISA
Metrics: Dan Marks, First Tennessee Bank
Consistency: Louise Camuto, Camuto Group
New Products: Lee Applbaum, Patrón Spirits

INTERNAL ELEMENTS
Build Trust: Chris Brull, Kawasaki
Organizing: Stephanie Anderson, TWCBC
Reorganizing: Jonathan Becher, SAP
Global Agendas: Phil Clement, AON
Retooling: Mark Hanna, Richline Group
Leading Change: Elisa Romm, MasterCard
Cohesion: Raj Rao, 3M
Consultative Selling: Snehal Desai, Dow
Culture: Phil Granof, Black Duck Software
Empowerment: Sheryl Adkins-Green, Mary Kay

TRANSITIONAL TRENDS
Marketing Automation: Jon Miller, Marketo
B2B Content Marketing: Judy Hackett, D&B
B2C Content Marketing: Richard Marnell, Viking River Cruises
User Generated Content: Evan Greene, Recording Academy / The Grammys
Influencer Marketing: Tami Cannizzaro, IBM
Grassroots Marketing: Kyle Schlegel, Louisville Slugger
Storytelling: Kieran Hannon, Belkin
Social Media Success: Scot Safon, The Weather Channel

VOLATILE FACTORS
Agency as Partner: Terri Funk Graham, Jack in the Box
Changing Agencies: Barbara Goodstein, Tiger Holdings 21
Retail Partners: Colin Hall, Allen Edmonds

Risk-Taking: Marty St. George, JetBlue
Befriending Data: Mayur Gupta, Kimberly Clark
Media Mixing: Sanjay Gupta, Allstate
Tiny Budgets: Julie Garlikov, Torani Foods
Crisis Management: Doug Duvall, Sprint

SILICON RALLY
CRM: Tim McDermott, Philadelphia Eagles & Philadelphia 76ers
Mobilizing Digital: Martine Reardon, Macy’s
Integrating Mobile: John Costello, Dunkin’ Donuts
E-mail Efficacy: Shannon Smith, J. Crew
Real Time Marketing: Adam Naide, Cox Communications
Online Optimization: Steve Fuller, L.L. Bean
Web Experience: Rose Hamilton, Pet360
Going Viral: Paul Greenberg, CollegeHumor

NOBLE PURSUITS
Marketing as Service: John Hayes, American Express
Social Customer Service: Kim Musgrave, McDonald’s
Pure Creativity: Loren Angelo, Audi
Customer Centricity: Ani Matson, NEA Member Benefits
Building Community: Chip Rodgers, SAP
Going Green: Tom Santora, Omni Hotels
Foundations: Bo Segers, PEDIGREE Foundation
Sustainable Design: David Bright, Knoll
Living the Brand: Cammie Dunaway, Kidzania
Social Purpose: Daniel Lubetzsky, KIND Snacks

INERT FUNDAMENTALS
Showing Courage: Sir Terry Leahy, Tesco
Personal Branding: Maria Winans, IBM
Listening: Trip Hunter, Fusion-IO
Learning: Kate Chinn, Tishman Speyer
Evolving: Roberto Medrano, Akana
Empathizing: Alicia Jansen, MD Anderson
Networking: Matt Sweetwood, Unique Photo
Power Networking: Porter Gale, Start-up Advisor
Sharing Passion: John Yembrick, NASA
Always Innovating: Beth Comstock, General Electric

AFTERWORD

ACKNOWLEDGEMENTS