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The New Marketing

How to Win in the Digital Age
TaschenbuchKartoniert, Paperback
288 Seiten
Englisch
Sage Publicationserschienen am25.08.2020
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. mehr
Verfügbare Formate
BuchGebunden
EUR163,50
TaschenbuchKartoniert, Paperback
EUR55,50
E-BookPDFDRM AdobeE-Book
EUR48,49
E-BookEPUBDRM AdobeE-Book
EUR48,49
E-BookEPUBDRM AdobeE-Book
EUR48,49

Produkt

KlappentextIn 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.
ZusammenfassungThe 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.

Details
ISBN/GTIN978-1-5264-9010-0
ProduktartTaschenbuch
EinbandartKartoniert, Paperback
Erscheinungsjahr2020
Erscheinungsdatum25.08.2020
Seiten288 Seiten
SpracheEnglisch
Gewicht707 g
Artikel-Nr.55769215
Rubriken
GenreWirtschaft

Inhalt/Kritik

Inhaltsverzeichnis
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 Randallmehr

Autor

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
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