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Full 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.
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
