The New Marketing
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The New Marketing : How to Win in the Digital Age

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Description

In our hyper-connected world that is changing at warp speed, marketers recognize the need to shift from traditional marketing methods to a new way that can help them better navigate the unpredictable environment. For traditionalists, this change has posed a challenge. Many have tried to incorporate new approaches into the old models they grew up with, only to be frustrated with the results.



From the bestselling authors of The Social Employee, and LinkedIn Learning course authors, comes a powerful new textbook that cracks the marketing code in our hyper-focused digital age.


The New Marketing, with contributions spanning CMO trailblazers to martech disruptors, behavioral economics luminaries at Yale to leading marketing thinkers at Kellogg and Wharton, is a GPS for navigating in a digital world and moves the craft of marketing through the forces of marketing transformation.


We can't predict the future. But our goal is to help make Masters/MBA students and marketing practitioners future-ready and successful.
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Product details

  • Hardback | 288 pages
  • 170 x 242 x 20.32mm | 650g
  • London, United Kingdom
  • English
  • 1526490110
  • 9781526490117

Table of contents

Foreword by Jonah Berger
Introduction
Part 1: Marketing Transformation in a Digital World
Chapter 1: Challenges Facing the New Marketing Organization
Chapter 2: Seeing Real-Time into the Consumer's Mind
Chapter 3: Architecting Data-Driven Buyer Personas
Chapter 4: Personalizing the Customer Journey and Activating Brand Purpose
Part 2: Building the Content Marketing Supply Chain
Chapter 5: Designing Experiences to WOW Customers
Chapter 6: Winning with Content Marketing and Storytelling
Chapter 7: Disrupting the Content Distribution Mix
Part 3: Connecting Through New Channels and Developing Your Personal Brand
Chapter 8: Engaging Social Employees, Influencers and Generation Z
Chapter 9: Unlocking the Power of You
Part 4: Bringing the Future into Focus
Chapter 10: The New Integrated Marketing Strategy: Brand Choreography (R)
Chapter 11: Data In, Branding Out
Chapter 12: The Future: Coming Faster Than You Think
Afterword by Kevin Randall
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Review quote

Seismic shifts and accelerating technological change are reshaping marketing. This book arms MBA students and marketers with the knowledge they need to dive confidently into the future. -- David Aaker, Vice Chairman of Prophet, and American Marketing Association of New York inductee to the Marketing Hall of Fame (R) In this new world, there will be a huge change to how brands and marketers have to operate. Put differently: data in, branding out. This is an essential read for those interested in building brands from the inside out. -- Daniel Binns In every industry, the old is going away faster than the new can replace it - marketing included! The New Marketing fills the gap with a breakthrough toolkit that will help marketing students and professionals succeed and become change makers. -- Beth Comstock The transformation of the digital landscape has made nearly every marketing textbook obsolete. But in this one, you can learn what's really happening now, from people who are researching and practicing at the bleeding edge. -- Zoe Chance The New Marketing provides important and timely information for a new generation of MBA students in this evolving world of marketing technology. -- Lei Lei The New Marketing disrupts outdated marketing education by empowering students and professionals with the knowledge to help them own the future. -- Dan Schawbel How do you help marketing students in a time when everything is changing so fast? You look into the future. The authors do just that. They have authored a future-forward textbook that helps students learn how to succeed now. -- Brian Solis The gap between marketing practice and marketing education has never been more pronounced, as the advertising, marketing and brand industry transforms at breakneck speed. There is an unprecedented need for a textbook that addresses the changes and offers to MBA students the most updated and thorough look at what they need to learn now to achieve in today's-and tomorrow's-radically different digital landscape. This book delivers. -- Jenny Rooney This is a must-read book for the modern marketer who wants to understand and successfully navigate the fast moving digitally networked marketing landscape of today. -- Sengun (Shen) Yeniyurt A masterclass in modern marketing. -- Terry Young
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About Cheryl Burgess

Cheryl Burgess is co-founder and CEO of Blue Focus Marketing (R), a consulting firm that delivers future-ready marketing and training solutions to customer-centric organizations. She is the co-author of the pioneering and bestselling book, The Social Employee, which features in-depth success stories from IBM, AT&T, Cisco, Dell, Adobe, Southwest and Domo.

Cheryl is a global speaker and has been named a Top 12 Business Speaker by HuffPost. She is a LinkedIn Learning course author for Social Employees: The New Marketing Channel. Cheryl's ideas have appeared in MIT Sloan Management Review, HBR Italia, Fast Company and Forbes; she is a former special advisory board member to The Economist and The Economist Intelligence Unit. Other projects include the Wharton Future of Advertising 2020 program and the popular Wharton Business Radio 'Marketing Matters' series on XM Radio. As an IBM VIP influencer and futurist, Cheryl has spoken at numerous IBM events and contributed to leading initiatives such as The Future of Work.

Cheryl is an advisory board member to Omnicom's sparks & honey, a technology-led cultural consultancy that is disrupting the consulting, research and agency worlds.

She is a frequently invited guest speaker for Rutgers University graduate programs and has earned a BA in Journalism from the University of Pittsburgh.

Twitter: @ckburgess

Mark Burgess is co-founder and president of Blue Focus Marketing (R), a brand consultancy that builds brands from the inside out. He is co-author of the revolutionary bestseller, The Social Employee. Mark is a renowned global speaker and delivered a TED Talk on "The Rise of the Social Employee."

Mark is an adjunct marketing professor at the Rutgers University Master of Business & Science degree program. And he teaches MBA and executive education courses at Rutgers Business School. Mark was published in the inaugural edition of Rutgers Business Review: "Shaping the Future: The New Social Ecosystem." He teaches online marketing courses at eCornell and UCLA and has designed online marketing and digital certificate programs for leading universities.

Mark began his career as an adman on Madison Avenue at McCann. He has held senior roles in marketing and digital strategy at AT&T and PwC. Mark was a recipient of two Effie Awards for global marketing effectiveness.

Mark is a two-time course author for LinkedIn Learning, including Integrated Marketing Strategies, that is generating thousands of course completions. He was a contributor to the Wharton Future of Advertising 2020 project.

As an expert trainer for The American Marketing Association, Mark delivered industry-leading content marketing and integrated marketing workshops to hundreds of marketers.

Mark earned an Executive MBA from Fairleigh Dickinson University, and a BA from the University of Pittsburgh. He completed marketing certificates at Dartmouth College and Duke University.

Twitter: @mnburgess
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