In Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow’s Consumers, Raja Rajamannar focuses on five major paradigms through which marketing has evolved.

1. Product Marketing:  “The First Paradigm was driven by the product as hero, based on the simple premise that consumers make logical purchasing decisions.”

2. Emotional Marketing: “The Second Paradigm delved into the emotional realms of consumers. It was largely a reaction to the difficult of attaining differentiation purely based on product functions and benefits. And many times, the emotion itself was doing the job, even to the conspicuous absence of the others.

3. Data-Driven Marketing: “The Third Paradigm was the era of internet and data-driven marketing. Data analytics brought in a new layer of understanding and depth to marketing that spanned all the way from dig ital targeting to new campaign metrics to calculating lifetime customer relationship values.”

4. Digital & Social Marketing: “The Fourth Paradigm ushered in mobility via digital devices, which have literally become extensions of the human body and obsessions of the human mind. Mobile and real-time location technologies as well as social media platforms ushered in the era of the connected consumer. Marketers followed along digital channels and social networks.”

5. Quantum Marketing (See Pages xix-xxi, 13-20, 26-31, 52-53,  and 174-177 for Raja Rajamannar examination of the Fifth Paradigm, one that will “totally alter the marketing landscape, and marketers will have to reimagine their strategies, structures and talent.”

Quantum challenges in months to come will require a quantum response. Just about all the information, insights, and counsel business leaders need is provided in the book, one that I highly recommend to them, whatever the size and nature of their organization may be.

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Raja Rajamannar is Chief Marketing & Communications Officer for Mastercard, and president of the company’s healthcare business. He also serves as president of the World Federation of Advertisers. With more than 30 years as a global executive, Raja has held C-level roles at firms ranging from Anthem to Humana, and has overseen the successful evolution of Mastercard’s identity for the digital age, from its Priceless experiential platforms to marketing-led business models.

Quantum Marketing was published by HarperCollins Leadership (February 2021).