The New Marketing: How to Win in the Digital Age

Review\nSeismic 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®\nIn 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\nIn 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\nThe 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\nThe New Marketing provides important and timely information for a new generation of MBA students in this evolving world of marketing technology. -- Lei Lei\nThe New Marketing disrupts outdated marketing education by empowering students and professionals with the knowledge to help them own the future. -- Dan Schawbel\nHow 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\nThe 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\nThis 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\nA masterclass in modern marketing. -- Terry Young\nIn 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.\nFrom 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.