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The Digital Marketer
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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

About the Author

Larry Weber (Boston, MA) is Chairman and CEO of Racepoint Global, an advanced marketing services agency. He is the founder of Weber Shandwick and MITX, the worlds largest Internet marketing association, and the author of four previous books on marketing, technology, and leadership. www.racepointglobal.com Lisa Leslie Henderson (Boston, MA) writes, teaches, and consults on the changing face of marketing, creativity and innovation, and social entrepreneurship. This is the second book upon which she has collaborated with Larry Weber. www.lisalesliehenderson.com

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