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The unprecedented disruption of 2020 required marketers to reimagine their longstanding strategies as consumer needs changed quicker than ever before. In his best-selling book, Quantum Marketing, Mastercard’s Raja Rajamannar—Adweek’s Grand Brand Genius honoree for 2021—unpacks this notion by defining the four historical paradigms of marketing, and contends that the industry is now entering its “fifth paradigm.”
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