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

Welcome to the Web site for The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric by Larry Weber and Lisa Leslie Henderson. This Web site gives you access to the rich tools and resources available for this text. You can access these resources in two ways:

1. Using the menu at the top, select a chapter. A list of resources available for that particular chapter will be provided.


2. Using the menu at the top, select a resource. This will allow you to access a particular resource section. You will then have the option of selecting resources within the section or going directly to a specific chapter.

Thank you for considering The Digital Marketer: 10 New Skills You Must Learn To Be Relevant and Customer Centric for use with your students. The text provides an overview of each of the ten new skills marketers now need to be successful and a context for how these skills work in sync to create remarkable customer experience, the primary source of differentiation for most organizations going forward.

We have written The Digital Marketer to be readily understandable and relevant to undergraduate and graduate students. After reading the text, students will be fluent in the fundamentals of the new marketing landscape, able to cite numerous examples of how businesses are applying these skills, and equipped with a framework for understanding ongoing marketplace developments. Suggestions for additional resources and key industry influencers extend students’ learning, keeping them on the cutting edge after your course ends.

In addition, The Digital Marketer offers an overview of the events that have dramatically transformed the marketing landscape over the past two decades, providing students with an appreciation for the distance that marketers and their companies have traveled and the necessity for business leaders to be capable of continually updating their company’s marketing strategy, and in many instances, completely disrupting their current business model, to remain relevant. Our discussion of managing a successful marketing career offers tried and true suggestions for how students can ensure that they continue to grow with the industry, remaining highly relevant and employable.

How To Use The Chapter Summaries, Additional Examples, and PowerPoint Slides

Each of the attached folders includes a summary of the key concepts presented in each chapter as well as a list of the companies we mention in the text. These summaries also include additional examples and research to supplement the text and extend students’ learning. Italics indicate supplementary materials included within the summaries. We will continue to provide updates on our blog and invite you and your students to engage with us directly on Twitter via #TheDigitalMarketer.

The accompanying PowerPoint presentations contain many of the figures that appear in The Digital Marketer, as well as screenshots, videos, or active website links of brands that bring these concepts to life. These slides can be used in whole or in part—whatever works best for the experience you want to design.

With marketing driving the growth agenda for companies going forward, it is truly a great time to be a marketer. The Digital Marketer prepares students to get or create a job and to perform well in this marketplace. Thank you again for your consideration. If you have any questions or comments, please do contact us.