In a digitized and connected world consumers are empowered, impatient and demanding. To keep pace with them, companies need to provide a next-generation user experience that is customized and seamless. This requires a collaborative approach within the organization. In this new paradigm, the role of the chief marketing officer is getting redefined, according to experts at Wharton and Wipro Limited, in this Future of Industry Series article, produced by Knowledge at Wharton and sponsored by Wipro.

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