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Marketing has changed more in the past 20 years than any other business discipline. So why are we relying on the same-old textbooks? Why do business owners still think that shouting louder than the competition is the answer to longevity?The old marketing way, where we were encouraged to spend more on advertising and to be seen, is dead. Marketing was about interrupting the masses, but times have changed. The only differentiator we have, as businesses, are the stories we tell.This book isn’t based on old methods like creating marketing plans or analyzing the marketing mix. It’s about a fresh way of thinking one based on content that is more emotive and useful to others in solving their problems to create profi table action.Featuring exclusive interviews from leading content marketing pioneers from around the globe, this book introduces a brand new marketing vocabulary.