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Table of Contents
Foreword by Jonah Berger – Wharton Professor
Praise for The New Marketing
Cheryl Burgess and Mark Burgess are LinkedIn Learning course authors and co-founders of Blue Focus Marketing, building brands from the inside out. Recent projects include Wharton Future of Advertising 2020, IBM’s The Future of Work, American Marketing Association Content Marketing workshops, and Omnicom’s sparks & honey.
Between the two of them, they’ve appeared in MIT Sloan Management Review, HBR Italia, The Economist, Fast Company, and Forbes, and won two Effie Awards for their global marketing.
By Cheryl Burgess and Mark Burgess
The New Marketing: How to Win in the Digital Age
Are you ready for an unpredictable market?
Our hyper-connected world is changing at warp speed. It isn’t enough to apply new tools & approaches. Today’s marketing requires a completely new model. One that embraces unpredictability.
From the bestselling authors of The Social Employee comes a powerful new book that cracks the marketing code of the digital age.
With contributions spanning CMO trailblazers and martech disruptors, behavioral economics luminaries at Yale, and marketing sages at Kellogg and Wharton, The New Marketing shows how cutting-edge trends and technologies are humanizing today’s brands, creating an authentic human connection in an unpredictable landscape.
‘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, author, recognized as the “father of modern branding,” and American Marketing Association of New York inductee to the Marketing Hall of Fame®
‘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, Assistant Professor of Marketing, Yale School of Management
‘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, author, Imagine it Forward, and former Vice-Chair, GE
“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, CEO, Interbrand NA
‘The New Marketing provides important and timely information for a new generation of MBA students in this evolving world of marketing technology.’
Lei Lei, Dean, Rutgers Business School—Newark and New Brunswick
‘The New Marketing disrupts outdated marketing education by empowering students and professionals with the knowledge to help them own the future.’
Dan Schawbel, New York Times bestselling author, and Managing Partner of Workplace Intelligence
“A masterclass in modern marketing.”
Terry Young, Founder, and CEO at sparks & honey
‘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, Digital Anthropologist, Futurist, 8x bestselling author
‘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, Communities Director and Chair of the CMO Network at Forbes
Sengun (Shen) Yeniyurt
‘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, PhD Marketing Department Chair, and Dean’s Research Professor, Co-Editor in Chief, Rutgers Business Review, Rutgers Business School
The New Marketing Academy
Sign up for The New Marketing Master Series Certification. The course is free and there is no obligation to buy the book. This is a special introductory offer.
The New Marketing: Masters Series Certification. — FREE
The New Marketing: Masters Series consists of 31 short videos, honed from more than 50 interviews with marketing luminaries and leading academics worldwide for more than 2 hours of cutting-edge content. Receive a certificate of completion to post on your LinkedIn profile.
Marketing in an unpredictable
The New Marketing Academy
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The Social Employee (McGraw-Hill)
Social Employees: The New Marketing Channel
Learn how your brand can unlock the power of the Social Employee Revolution! In this 22-part video tutorial series, Blue Focus Marketing shows you how to activate social leaders within your organization, design an innovative content marketing platform, and launch an effective social employee pilot program. Are you ready to take your social brand to the next level?
American Marketing Association (AMA) Face-to-Face Training
Wharton Marketing Matters Business Radio on Sirius XM - Channel 111
Before we knew it, our consulting, speaking, and training engagements led to a best-selling book, The Social Employee (McGraw-Hill); a TEDx talk, “The Rise of the Social Employee”; two online video courses, “Marketing Foundations: Integrated Marketing Strategies” and “Social Employees: The New Marketing Channel” (LinkedIn Learning); and our workshop, “The Social Employee,” sponsored by the American Marketing Association (AMA).
Ten years later, our mission hasn’t changed. The next age of marketing tech has arrived, and the need for those undisruptable bonds is stronger than ever.
Are you ready to see what comes next?
Welcome to The New Marketing.