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Product Identifiers

PublisherSAGE Publications, The Limited

ISBN-101526490102

ISBN-139781526490100

eBay Product ID (ePID)6038387011

Product Key Features

Number of Pages288 Pages

LanguageEnglish

Publication NameNew Marketing : How to Win in the Digital Age

Publication Year2020

SubjectMarketing / General, Consumer Behavior, E-Commerce / Internet Marketing, Commerce

TypeTextbook

AuthorMark Burgess, Cheryl Burgess

Subject AreaBusiness & Economics

FormatTrade Paperback

Dimensions

Item Height0.7 in

Item Weight17 Oz

Item Length9.8 in

Item Width6.8 in

Additional Product Features

Intended AudienceCollege Audience

TitleLeadingThe

ReviewsSeismic 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 -- Lei Lei The New Marketing disrupts outdated marketing education by empowering students and professionals with the knowledge to help them own the future.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, 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.

Dewey Edition23

Dewey Decimal658.872

Table Of ContentForeword 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

SynopsisIn 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., 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., 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.

LC Classification NumberHF5415.1265