The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric

The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric

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Product Details

ISBN-13: 9781118760833
Publisher: Wiley
Publication date: 04/21/2014
Pages: 368
Product dimensions: 9.00(w) x 6.10(h) x 1.30(d)

About the Author

Larry Weber (Boston, MA) is Chairman and CEO of RacepointGlobal, an advanced marketing services agency. He is the founder ofWeber Shandwick and MITX, the world’s largest Internetmarketing association, and the author of four previous books onmarketing, technology, and leadership. www.racepointglobal.com

Lisa Leslie Henderson (Boston, MA) writes, teaches, andconsults on the changing face of marketing, creativity andinnovation, and social entrepreneurship. This is the second bookupon which she has collaborated with Larry Weber.www.lisalesliehenderson.com

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Table of Contents

Acknowledgments vii

Foreword George F. Colony ix

Introduction xiii

1 The 10 Essential Skills EveryMarketer Needs 1

2 How Organizations Are Adapting to the Customer-Centric Era 47

3 Build a Successful Marketing Career (Hint: Standing Still Is Extraordinarily Risky) 67

4 Design Valuable Customer Experiences 95

5 Find Actionable Insight in Big Data and Marketing Analytics 126

6 Employ Entrepreneurial Thinking for Discernment and Agility 157

7 Create a Content Experience Strategy That Delivers 177

8 Engage Customers via Social Communities 213

9 Maximize Marketing Impact with Converged Media 241

10 Drive Sales with Marketing Automation 266

11 CraftWorthwhile Loyalty and Digital Couponing Programs 283

12 Ignite Customer-Centricity Everywhere 299

Notes 317

Index 345

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