Welcome to marketing in the twenty-first century—the age of data, social, mobile, automation, and globalization. The field is changing so quickly, it’s difficult to keep up. There is increasing uncertainty about the profession’s mission and responsibilities. Meantime, the demands marketers face are ever more complex and critical.
This is why the American Marketing Association (AMA) has engaged some of the world’s most innovative professionals, academics, and thought leaders to create The Seven Problems of Marketing—a seven-book series that introduces and explores a new set of organizing and actionable principles for the twenty-first-century marketer.
Each book in the series takes a deep dive into one problem, offering expertise, direction, and case studies while striking a balance between theory and application. The goal is to provide a contemporary framework for marketers as they navigate the unique challenges and vast opportunities of today’s dynamic global marketplace.
Here are the seven problems addressed in the series:
Problem 1: Effectively targeting high-value sources of growth
Problem 2: Defining the role of marketing in the firm and C-suite
Problem 3: Managing the digital transformation of the modern corporation
Problem 4: Generating and using insight to shape marketing practice
Problem 5: Dealing with an omni-channel world
Problem 6: Competing in dynamic, global markets
Problem 7: Balancing incremental and radical innovation
Importantly, the books in this series are written by and for marketers and marketing scholars. All of the conceptual and analytical frameworks offered are born from practice. The authors have applied their tools and methods in client settings, allowing them to test and refine their ideas in the face of real-world challenges. You’ll read true stories about how marketers have used innovative thinking and practices to overcome seemingly impossible dilemmas and bring about game-changing success. Theories are explored in a way that busy marketers can understand viscerally. Client stories have been incorporated to illustrate how to apply the analysis frames as well as deal with application and practice-based issues.
Our fundamental aim with this series is to hone the practice of marketing for the twenty-first century. The AMA has asserted that there is a critical tension within every enterprise between “best” and “next” practices. Marketers often choose best practices because they are safe and proven. Next practices, which push boundaries and challenge conventions, can be riskier. Few enterprises, however, transform themselves and achieve breakout performance with best practices alone. The next practices discussed in this series are often responsible for driving outperformance. The books in this series are designed to engage you on two levels: individually, by increasing your knowledge and “bench strength,” and organizationally, by improving the application of marketing concepts within your firm. When you finish each book, we are confident you will feel energized and think differently about the field of marketing and its organizing principles. Through the explanation of theory and compelling examples of its application, you will be empowered to help your organization quickly identify and maximize opportunities. After all, the opportunity to innovate and make an impact is what attracted most of us to the field of marketing in the first place.
CEO, American Marketing Association