Part 1. Fundamental trends shaping marketing. 1, Power shifts to the connected customers. 2, The paradoxes of marketing to connected customers. 3, The influential digital subcultures. 4, Marketing 4.0 in the digital economy -- Part 2. New frameworks for marketing in the digital economy. 5, The new customer path. 6, Marketing productivity metrics. 7, Industry archetypes and best practices -- Part 3. Tactical marketing applications in the digital economy. 8, Human-centric marketing for brand attraction. 9, Content marketing for brand curiosity. 10, Omnichannel marketing for brand commitment. 11, Engagement marketing for brand affinity.