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 Linked In 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.
表中的内容
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
关于作者
Mark Burgess is co-founder and president of Blue Focus Marketing®, 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 e Cornell 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 Mc Cann. He has held senior roles in marketing and digital strategy at AT&T and Pw C. Mark was a recipient of two Effie Awards for global marketing effectiveness.Mark is a two-time course author for Linked In 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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