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'For any marketer or business leader, Raja does a great job at preparing us for the future of marketing. A must-read for anyone who wants to be a contemporary leader.'--Pedro Earp, CMO, Anheuser-Busch InBev

'Quantum Marketing brilliantly describes the tremendous challenges facing future CMOs and how to fundamentally rethink marketing principles and frameworks. A must-read for marketers and business leaders who want to drive growth and thrive in the future.'--Ravi Dhar, Professor of Marketing, Yale School of Management

'Quantum Marketing is a book full of optimism and hope, with practical examples of how to integrate critical elements of brand building with the data and analytic rigor necessary to drive business growth.'--Leanne Cutts, Group CMO, HSBC

'Raja connects the dots for today's quantum marketers looking to unlock brand impact and outcomes in the fifth paradigm because, simply put, what got you here won't get you there.'--Wendy Clark, Global CEO, Dentsu International

'Raja not only presents the critical facets of marketing in the most elegant, eloquent, and clarifying language, but he also helps the reader to truly understand how to harness the powerful force of marketing and its impact for brands and society.'--Bob Liodice, CEO, ANA

'Raja offers a very different, fresh, and audacious look into the future of marketing. This must-read book makes you realize that it is indeed time to reset the button and take the quantum leap forward.'--Stephan Loerke, CEO, WFA

'Raja offers an innovative view of the new Quantum Marketer mindset, which is both daunting and exhilarating. A must-read for anyone willing to compete for and succeed in a top marketing job today.'--Greg Welch, Senior Partner, Spencer Stuart

'Raja offers not only a fascinating view into the fifth paradigm of marketing, but also how to play deftly in it and win. This is an outstanding book and it will prove to be a landmark in the world of marketing!' --Ashok Vaswani, CEO, Consumer Banking & Payments, Barclays

'Raja thoughtfully took a hard and objective look at our industry and our work, and he did so with honesty and macro self-awareness. He effectively brings marketing of the past into the future.' --Leslie Berland, CMO, Twitter

Chapter Page
Foreword
by Ajay Banga, Executive Chairman, Mastercard xiii
Preface xv
Chapter 1 Marketing's Journey: From Antiquity to Algorithms l
Chapter 2 The Fifth Paradigm 13
Chapter 3 Reset the Mission of Marketing 21
Chapter 4 The Data Dilemma 33
Chapter 5 AI: The Ultimate Propellant of Quantum Marketing 51
Chapter 6 Technology's Big Bang 63
Chapter 7 Unblocking the Blockchains 79
Chapter 8 The Sciences behind Marketing 87
Chapter 9 All the Senses 97
Chapter 10 Loyalty Transformed 109
Chapter 11 Advertising (As We Know It) Is Dead! 121
Chapter 12 We Are Not Consumers, We Are People 131
Chapter 13 Marketing to Businesses and Machines 141
Chapter 14 Power in Partnerships 149
Chapter 15 Purpose as an Imperative 161
Chapter 16 Ethics and Brand Karma 169
Chapter 17 Marketing through Crisis 179
Chapter 18 The Quantum CMO 189
Acknowledgments 199
Notes 201
Index 211
About the Author 219

Raja Rajamannar, Chief Marketing Officer of Mastercard, shares breakthrough, frontier strategies to navigate the challenges marketers face to thrive in a modern business world that is changing with unprecedented speed and disruption.

As technology has continually evolved in the last several decades, marketing has had to change with it, evolving through four significant stages that build on the strategies and tools of the previous era. What happens next in the fifth stage, or Fifth Paradigm, will not be an evolution, but a revolution. Almost everything about how marketing is done today, including the very notion of a brand itself, will require a complete re-imagination.

As Chief Marketing Officer of Mastercard―one of the world’s most recognizable and decorated brands―Raja Rajamannar shares the forward-thinking ways all businesses must rethink their entire marketing landscape to remain relevant and be successful.

Readers will:

Understand the evolution of marketing and how to be at the forefront of future change.
Get clarity on the right marketing strategies and tactics to pursue amidst an ever-evolving industry.
Achieve breakthroughs in innovative thinking in order to compete in modern business.
Gain perspective from top marketers across industries.
Quantum Marketing is for all business people who seek to understand how rapidly marketing is evolving, what some of the smartest people in the discipline are doing to get ready for this dramatic shift, and what the new world will look like for companies, consumers, and society at large as the race to develop revolutionary marketing strategies reaches a whole new level.