The New Marketing

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:  @ckburgessMark Burgess is co-founder and president of Blue Focus Marketing®, a brand consultancy that builds brands from the inside out. He is co-author of the revolutionary bestseller, The Social Employee. Mark is a renowned global speaker and delivered a TED Talk on “The Rise of the Social Employee.”Mark is an adjunct marketing professor at the Rutgers University Master of Business & Science degree program. And he teaches MBA and executive education courses at Rutgers Business School. Mark was published in the inaugural edition of Rutgers Business Review: “Shaping the Future: The New Social Ecosystem.” He teaches online marketing courses at eCornell and UCLA and has designed online marketing and digital certificate programs for leading universities.Mark began his career as an adman on Madison Avenue at McCann. He has held senior roles in marketing and digital strategy at AT&T and PwC. Mark was a recipient of two Effie Awards for global marketing effectiveness.Mark is a two-time course author for LinkedIn Learning, including Integrated Marketing Strategies, that is generating thousands of course completions. He was a contributor to the Wharton Future of Advertising 2020 project.As an expert trainer for The American Marketing Association, Mark delivered industry-leading content marketing and integrated marketing workshops to hundreds of marketers. Mark earned an Executive MBA from Fairleigh Dickinson University, and a BA from the University of Pittsburgh.  He completed marketing certificates at Dartmouth College and Duke University.  Twitter: @mnburgess

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.

• Foreword by Jonah BergerIntroductionPart 1: Marketing Transformation in a Digital WorldChapter 1: Challenges Facing the New Marketing OrganizationChapter 2: Seeing Real-Time into the Consumer’s MindChapter 3: Architecting Data-Driven Buyer PersonasChapter 4: Personalizing the Customer Journey and Activating Brand PurposePart 2: Building the Content Marketing Supply ChainChapter 5: Designing Experiences to WOW CustomersChapter 6: Winning with Content Marketing and StorytellingChapter 7: Disrupting the Content Distribution MixPart 3: Connecting Through New Channels and Developing Your Personal BrandChapter 8: Engaging Social Employees, Influencers and Generation ZChapter 9: Unlocking the Power of YouPart 4: Bringing the Future into FocusChapter 10: The New Integrated Marketing Strategy: Brand Choreography®Chapter 11: Data In, Branding OutChapter 12: The Future: Coming Faster Than You ThinkAfterword by Kevin Randall