You are here

The New Marketing
Share

The New Marketing
How to Win in the Digital Age

  • Cheryl Burgess - Co-founder and CEO, Blue Focus Marketing®
  • Mark Burgess - Co-founder and President, Blue Focus Marketing®, Adjunct Marketing Professor, Rutgers University, USA
Additional resources:


August 2020 | 288 pages | SAGE Publications Ltd

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 Whartonis 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. 


 
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

Supplements

Click for online resources

Lecturer resources

  • PowerPoint slides
  • Video links
  • Testbank containing a mixture of multiple choice and short answer questions

Student resources

  • Author video to accompany each chapter

Brings Marketing into the 21st century. Very good text to emphasise the works of the established theory.

Mr Ollie Brook
Facility of Education and Humanities, City of Glasgow College
August 13, 2020

This is the most up-to-date marketing textbook available. Its focus is to make students future-ready for careers in marketing. Includes interviews with faculty from Stanford, Wharton, Rutgers, UNC and more plus marketing executives in leading industries. This is a breakthrough book to help marketing students and professionals succeed. The reaction from students using this text in Fall 2020 has been outstanding.

Professor Mark Burgess
Rutgers Business Sch-Livingston, Rutgers The State Univ Of NJ
June 5, 2020
  •