The New Marketing: How to Win in the Digital Age

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Table of Contents

Author Biographies

Acknowledgments

Foreword by Jonah Berger – Wharton Professor

Praise for The New Marketing

Introduction

Chapter 1

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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

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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.

 

The New Marketing Book

David Aaker

‘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®

Zoe Chance

‘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

Beth Comstock

‘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

Daniel Binns

“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

 

Lei Lei

‘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

Dan Schawbel

‘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

Terry Young

“A masterclass in modern marketing.”

Terry Young, Founder, and CEO at sparks & honey

 

Brian Solis

‘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

Jenny Rooney

‘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

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