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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.
List 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®
Chapter 11: Data In, Branding Out
Chapter 12: The Future: Coming Faster Than You Think
Afterword by Kevin Randall
About the author
Cheryl Burgess is co-founder and CEO of Blue Focus Marketing
®, 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
Summary
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 the GPS for navigating in a digital world and moves the craft of marketing through the forces of marketing transformation.
Report
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®
