© 2015

Adaptive Marketing

Leveraging Real-Time Data to Become a More Competitive and Successful Company

  • Authors

Table of contents

  1. Front Matter
    Pages i-xii
  2. Norm Johnston
    Pages 1-18
  3. Norm Johnston
    Pages 23-45
  4. Laurent Burman
    Pages 46-51
  5. Norm Johnston
    Pages 53-76
  6. Jaguar Land Rover
    Pages 77-79
  7. Norm Johnston
    Pages 81-107
  8. Caspar Schlickum
    Pages 108-110
  9. Norm Johnston
    Pages 111-135
  10. Vikesh Shah, Jim Downing
    Pages 136-138
  11. Norm Johnston
    Pages 139-160
  12. Jeffrey K. Rohrs
    Pages 161-164
  13. Norm Johnston
    Pages 165-184
  14. Curt Hecht
    Pages 185-187
  15. Norm Johnston
    Pages 189-208
  16. Brian Wong
    Pages 209-211
  17. Back Matter
    Pages 213-225

About this book


Adapt or die is really the 21st century mantra for business. Authors Norm Johnston provides guidance on how to adopt an Adaptive Marketing model to ensure you are not only prepared for this new data world, but also winning against both traditional competitors and new disrupters.


Marketing Advertising Big Data Organizations business marketing organization strategy success

About the authors

Laurent Burman Jeffrey Cole Jim Downing Curtis Hecht Jeffrey Roers Caspar Schlickum Vikesh Shah Nathan Summers Brian Wong

Bibliographic information


“In Adaptive Marketing, Johnston (Mindshare) focuses on how to ‘leverage real-time data’ to give businesses a competitive edge. … Industry expert Johnston's digital savvy comes through with numerous tips for adapting to this new era of real-time data marketing. Summing Up: Recommended. Upper-division and graduate marketing students; researchers, faculty, and practitioners.” (P. G. Kishel, Choice, Vol. 53 (9), May, 2016)

'Norm Johnston has presciently written the marketing playbook of the next decade. He guides marketers to make their brands more relevant and personal than ever before with the rich data of our increasingly connected world.' David Kenny, Chairman & CEO, The Weather Company

'This is a wonderfully practical book: an authoritative account of a future that's still racing up on us. Some companies have already used almost-instant data to great commercial effect: Norm Johnston seems to know them all. Other companies have got it badly wrong; and Johnston shows us why. Those who read this book with the care it deserves will be a great deal more likely to form part of the first category than the second.' Sir Martin Sorrell, CEO, WPP

'Norm has gotten it right. At the heart of Adaptive Marketing are mobile devices that both generate more data/insight than marketers have ever possessed, but also supports the modern marketer to get so much closer to their consumers and consumers' needs in real time. It's a brave new world and explained so clearly here. Greg Stuart, Global CEO, Mobile Marketing Association, Co-author, What Sticks