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Marketing Rebellion: The Most Human Company Wins Paperback – January 11, 2019

by Mark W. Schaefer (Author)

4.7 435 ratings

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"One of the most important marketing books of the decade." -- LinkedIn

"Marketing Rebellion" is a wake-up call. Now that our customers have the accumulated knowledge of the human race in the plan of their hands, they expect something more from us. They don't want to be interrupted, spammed, or intercepted. They need us to come alongside them at their point of need.

This book helps you tune-in to the new world of consumer realities and offers inspiring, actionable steps for your business to connect to customers in meaningful ways. Backed by extensive research and expert interviews, "Marketing Rebellion" started a movement in truly human-centric business practices.. Highlights include:

How cataclysmic consumer trends are a predictable result of a revolution that started 100 years ago.
Why businesses must be built on human impressions instead of advertising impressions.
The five constant human truths at the heart of successful marketing strategy.
Why customer loyalty is dying and what you need to do about it right now
How to help your best customers do the marketing for you.
Actionable steps to provide an immediate course-correction for businesses of any size.

Through new research, singular insights, and inspiring case studies, this entertaining book challenges your view of what it means to be a marketer today and provides an innovative blueprint for business growth. The Marketing Rebellion is knocking at your door. Are you ready?

Editorial Reviews

Review

"Quite simply, the wake-up call marketers need." Jeannie C. Walters, Customer Experience Expert

"Marketing Rebellion revolutionizes and disrupts the current paradigm of understanding and practicing marketing, " Dr. Ai Addyson-Zhang, professor, Stockton University

"Unquestionably one of the best marketing books I have ever read." Douglas Burdette, host of The Marketing Book Podcast

"Mark Schaefer's Marketing Rebellion channels the consumer's rage against the marketing machine into a wake-up call for the re-imagining of marketing." Dr. Dennis McCorkle, professor, U of N Colorado

"A masterpiece. An important work that marketers ignore at their own risk." Andy Crestodina, Orbit Media

About the Author

Mark W. Schaefer is a globally-recognized speaker, educator, business consultant, and author who blogs at {grow} one of the top marketing blogs of the world.Mark has worked in global sales, PR, and marketing positions for more than 30 years and now provides consulting services as Executive Director of U.S.-based Schaefer Marketing Solutions. He specializes in marketing training and clients include both start-ups and global brands such as Dell, Johnson & Johnson, Adidas, and the U.S. Air Force.
Mark has advanced degrees in marketing and organizational development and is a faculty member of the graduate studies program at Rutgers University. A career highlight was studying under Peter Drucker while studying for his MBA.He is the author of six other best-selling books:

The Tao of Twitter (best-selling book on Twitter)
Social Media Explained
Return On Influence (First book on influencer marketing)
Born to Blog
The Content Code (named best book on SEO)
KNOWN: Building and Unleashing Your Personal Brand in a Digital World

His Marketing Companion podcast is among the top 1 percent of business shows on iTunes.
Mark is among the world s most recognized marketing authorities and has been a keynote speaker at many conferences around the world including Social Media Week London, National Economic Development Association, the Institute for International and European Affairs, and Word of Mouth Marketing Summit Tokyo.

Product details

Publisher ‏ : ‎ Publisher Services; First Edition (January 11, 2019)
Language ‏ : ‎ English
Paperback ‏ : ‎ 318 pages
ISBN-10 ‏ : ‎ 0578419866
ISBN-13 ‏ : ‎ 978-0578419862
Item Weight ‏ : ‎ 15.8 ounces
Dimensions ‏ : ‎ 8.5 x 5.51 x 0.76 inches

Best Sellers Rank: #325,317 in Books (See Top 100 in Books)
- #3,031 in Business Culture

Customer Reviews:
4.7 435 ratings

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Mark W. Schaefer

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Mark W. Schaefer is a futurist and the bestselling author of some of the world's most beloved marketing books. He is the author of the world's first book on influencer marketing ("Return On Influence"), the bestselling book on Twitter ("Tao of Twitter), and seminal books like "The Content Code," "KNOWN" and "Marketing Rebellion" which are used as assigned texts in more than 50 universities.

His epic new book, "Belonging to the Brand: Why Community is the Last Great Marketing Strategy," is a spellbinding view of the massive potential of brand communities that can not only benefit businesses, but actually help heal the mental health challenges of our age. "Belonging to the Brand" soared to number one in the marketing category on Amazon, the sixth time Mark has achieved that status.

Mark's books weave significant research with gripping storytelling, humor, and remarkable insights that place him among the most respected authors in the genre. His books have been translated into 20 languages and appear in more than 800 libraries.

The popularity of his books propelled Mark into a career as a captivating keynote speaker. He has spoken in more than 50 countries and on major stages such as SXSW (three keynotes), Social Media Marketing World (9X) and prestigious annual events like the American Bar Association, American Bankers Association, and the European Union's business think tank.

He is a globally-recognized educator, business consultant, and innovator (with seven patents). His well-known blog {grow} (www.businessesGROW.com), is one of the most acclaimed marketing blogs of the world and his Marketing Companion podcast, now in its tenth year, is in the top 1% of all business shows on iTunes.

He has advanced degrees in marketing and organizational development and has worked with AT&T, Microsoft, Pfizer, AllState Insurance, Adidas, and dozens of other global brands. He was the host and producer of Dell's first podcast. Mark is a faculty member of the graduate studies program at Rutgers University and has lectured at many universities including Oxford and Princeton. He has appeared as an expert marketing resource in the WSJ, New York Times, Wired, Forbes, Fortune, CBS News, and many other global media outlets.

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435 global ratings

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Customers find the book provides insightful content with sound principles and research-driven conclusions. They describe it as an easy, enjoyable read that is well worth their time. Readers appreciate the humor and storytelling style. The author's personality and personal experiences are praised for making the book relatable and human.

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47 customers mention "Insight"47 positive0 negative

Customers find the book provides insightful content that helps clarify marketing. It's full of research, case studies, and proven success stories. The principles and research-driven conclusions are sound, and the content is thorough. Readers appreciate the unique perspectives and candid observations supported by detailed case studies. Overall, they find the book interesting and funny.

"...a marketing class I was taking, but actually found the book to be interesting and funny! Mark is a great writer and educator...." Read more

"...It lays everything out very organized, giving examples, advice, and guidance about the future of marketing...." Read more

"...From there, Schaefer covers the end of loyalty, the importance of belonging, artisanal branding, values-based marketing and consensual..." Read more

"...to give you something back - ideas, concepts, tools to use in your own branding and marketing - not just strategies but actual steps for execution...." Read more

34 customers mention "Readability"34 positive0 negative

Customers find the book engaging and informative. They describe it as a must-read for marketing professionals and writers. The book features well-known brands, making it even more enjoyable to read. Readers praise the author's genuine writing style and consider this his best effort.

"...Mark is a great writer and educator...." Read more

"...Schaefer covers the end of loyalty, the importance of belonging, artisanal branding, values-based marketing and consensual marketing...." Read more

"...human connection for a very long time, as Mark lays out in this awesome book...." Read more

"...This is all about keeping it real, keeping it how it should have always been, personal and honest, that is marketing that actually works today, and..." Read more

8 customers mention "Ease of reading"8 positive0 negative

Customers find the book easy to read and understand. They appreciate the clear ideas and practical steps for implementing them.

"...in your own branding and marketing - not just strategies but actual steps for execution...." Read more

"...Simple to acknowledge. Difficult to practice...." Read more

"...Marketing Rebellion is not one of those books. For a book that's so easy and entertaining to read, it's clearly deeply researched and based on..." Read more

"...It's an easy read and the ideas are easy to incorporate - it's important enough that I've ordered books for my top clients as gifts...." Read more

6 customers mention "Humor"6 positive0 negative

Customers enjoy the author's humor and storytelling. They find it entertaining and easy to listen to, with interesting content.

"...class I was taking, but actually found the book to be interesting and funny! Mark is a great writer and educator...." Read more

"...writing, as always, is full of information along with his funny but quiet sense of humour. The entire book is a pleasure to read...." Read more

"...Mark‘s keen observations, personal experiences, and wry wit make this book an authentic read...." Read more

"...The storytelling is entertaining and the stories are fascinating." Read more

5 customers mention "Personality"5 positive0 negative

Customers appreciate the book's personality. They find it transparent, raw, and funny. Readers appreciate the author's personal experiences and wry wit.

"...Bravo to Mark for creating such a 'human' book." Read more

"...all about keeping it real, keeping it how it should have always been, personal and honest, that is marketing that actually works today, and that is..." Read more

"...They must BE MORE HUMAN. Mark‘s keen observations, personal experiences, and wry wit make this book an authentic read...." Read more

"...I love aspects of being more human and how this ties into all related areas in marketing and associated disciplines...." Read more

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Mysterie Hensley
Interesting read
Reviewed in the United States on October 23, 2024
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I first ordered this book for a marketing class I was taking, but actually found the book to be interesting and funny! Mark is a great writer and educator. Even if you’re not required to read this, I recommend you do it opened my eyes to a lot but also was really enjoyable.

The book was also in great condition! There was one page with a few underlines, but I did order a used one.

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Bethany Reuille
GREAT book
Reviewed in the United States on January 30, 2024
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This book calls upon marketers who are still stuck in their traditional mindset/ways. It lays everything out very organized, giving examples, advice, and guidance about the future of marketing. Anyone interested in a career in marketing in any way, shape, or form should read this to be prepared to defy the standards of any marketing team who hasn’t. The book makes you to realize how much marketing has evolved and will continue to evolve. It shows you how to keep a company above water when the market/economy are struggling.

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Keith Reynold Jennings
A Marketing Book About Deep Care & Co-Creation
Reviewed in the United States on February 25, 2019
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If you want clarity on why much of the marketing advice out there doesn't work, then read this book. If you work in a small business (or even a big business) and want to practice personal, human marketing that truly connects with your customers, then read this book. If you are a local artisan or independent freelancer looking for ways to sell more without selling out, then read this book.

With most business books, I get the punchline by the end of the first chapter. The rest of the book is a collection of "case studies" designed to sell bulk book orders to organizations like those featured. With Marketing Rebellion, Mark Schaefer pursues a different path. He's offering a compass to guide you, rather than a map to follow.

The book opens with a story about soap. When asked why she bought a locally-made artisanal soap rather than a national brand, the lady said, "I'm not sure I would say I love this brand. But I love the hands that made it." From there, Schaefer covers the end of loyalty, the importance of belonging, artisanal branding, values-based marketing and consensual marketing.

This is a dense book, but I mean this as a compliment. It's packed full of ideas. It could have been broken into a few different books, but the thematic thread hand-stitched throughout makes it a deeply insightful read. And a refreshing counter to other marketing books out there right now. You will appreciate the "hands that made" this book!

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Adam J. Buettner
As a marketer, I felt silly reading this book...
Reviewed in the United States on April 16, 2019
Verified Purchase
As a marketer, I'm inherently human with a human perspective, desires, needs, etc, right? So the fact that this book was even needed is...kind of embarrassing. I know exactly how I want the brands I love to interact with me as well as what to expect from brands I don't know much about but I'm a little interested in. So why aren't I baking these inherent truths into the marketing strategies I develop on daily basis?

Like I said. It's embarrassing, and this book is a necessary wake-up call.

One of my favorite quotes:

"We know that how we spend our money and which causes we champion are votes for the future we want to see."

This is what matters today in marketing and Mark's book explores the theory, logic, and practice of this "new" era of marketing.

Thanks for the slap in the face, Mark.

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4 people found this helpful

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SONIA HUNT
The Most Human Company Wins!
Reviewed in the United States on January 31, 2019
Verified Purchase
There are a few books that I've read that have me so engrossed that I've forgotten about where I need to be or that's 3 am and I'm still reading. This is one of those books. I've also read 'Known' by Mark Schaefer as well and it was equally as captivating. Mark is one of those rare storytellers who continues to give you something back - ideas, concepts, tools to use in your own branding and marketing - not just strategies but actual steps for execution. As someone who is completed aligned with the rebellion around 'Human Centered' and 'Meaning Centered Marketing' I found this book to lay out not only principles of what that means and why it is so important - but Mark tells you HOW to do it. I don't need to be convinced that for some reason we continue to believe that more tech will solve the world's problems. Rather I believe we have been missing human connection for a very long time, as Mark lays out in this awesome book. I have highlighted many passages in this book, all to utilize in future strategies for my own brand and for clients. Bravo to Mark for creating such a 'human' book.

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SONIA HUNT

The Most Human Company Wins!

Reviewed in the United States on January 31, 2019
There are a few books that I've read that have me so engrossed that I've forgotten about where I need to be or that's 3 am and I'm still reading. This is one of those books. I've also read 'Known' by Mark Schaefer as well and it was equally as captivating. Mark is one of those rare storytellers who continues to give you something back - ideas, concepts, tools to use in your own branding and marketing - not just strategies but actual steps for execution. As someone who is completed aligned with the rebellion around 'Human Centered' and 'Meaning Centered Marketing' I found this book to lay out not only principles of what that means and why it is so important - but Mark tells you HOW to do it. I don't need to be convinced that for some reason we continue to believe that more tech will solve the world's problems. Rather I believe we have been missing human connection for a very long time, as Mark lays out in this awesome book. I have highlighted many passages in this book, all to utilize in future strategies for my own brand and for clients. Bravo to Mark for creating such a 'human' book.

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4 people found this helpful

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Mark Z
Brilliant and important
Reviewed in the United States on January 26, 2025
Verified Purchase
I loved this book, but it took me a while to read because there were so many brilliant ideas on every page that I needed time to take it all in. I underlined almost the entire book. The ideas are more important and relevant with each passing year. If you're in marketing, I can't recommend this one more highly. Ten stars.

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Alexandre Martins
As empresas mais Humanas definitivamente serão Reconhecidas
Reviewed in Brazil on August 15, 2020
Verified Purchase

Gostei muito da forma em que são apresentados os casos e da maneira aconchegante que o autor desenvolve seu pensamento. Passando por grandes empresas e por empresas locais os exemplos positivos e outros nem tanto demonstram a importância de conduzir os negócios de uma forma mais apropriada para os dias atuais. O lado bom e o lado perverso da gestão das mídias sociais e o tratar de assuntos sensíveis para cada tipo de negócio e comunidades envolvidas como funcionários, clientes, e as cidades onde estão instalados.

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Mary Charleson
This book will cause you to rethink much of what you thought you knew about marketing
Reviewed in Canada on February 16, 2019
Verified Purchase
This book will cause you to rethink much of what you thought you knew about marketing, especially in an era increasingly influenced by tech - SEO, funnels, databases, retargeting, social media control, custom audiences. But also traditional high reach media. It's not that these should be tossed completely out the door, but they're relegated to 1/3 of what is effective. The other 2/3 is now out of our control - customer shared content, reviews, word of mouth online and off. He advocates that in this era of customer control, marketing is really about creating experiences and peak moments that will be shared by customers. Tech should be used to help make the customer experience seamless and efficient, not for blasting them with targeted messages to buy our stuff. It's an approach that demands a cultural shift and buy in from leadership. It doesn't fit neatly into existing marketing departments, and it runs counter to many agency models. It demands a different skill set, lots of creativity, and sees marketing as everyone's job. But it's right on. I've been at this marketing stuff for a while. This book will challenge you. But the time is absolutely right for marketing to become more human. Mark Schaefer nails it. Highly recommended. Link to a more in depth review and Youtube video review here: https://fiveminutemarketing.com/2019/02/marketing-rebellion-a-review-of-mark-schaefers-new-book/

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motrelbam81
un ottimo libro sull'approccio umano al marketing
Reviewed in Italy on August 12, 2020
Verified Purchase
trovo che Marketing Rebellion sia un ottimo libro sul marketing. alcune parti non sono nuove al lettore professionista ma l'autore ha trovato il modo corretto per raccontarle e integrarle a capitoli più originali e di prospettiva personale. consigliato per avere una panoramica completa e aggiornata sul marketing dalla prospettiva più umana e meno robotica.

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motrelbam81

un ottimo libro sull'approccio umano al marketing

Reviewed in Italy on August 12, 2020
trovo che Marketing Rebellion sia un ottimo libro sul marketing. alcune parti non sono nuove al lettore professionista ma l'autore ha trovato il modo corretto per raccontarle e integrarle a capitoli più originali e di prospettiva personale. consigliato per avere una panoramica completa e aggiornata sul marketing dalla prospettiva più umana e meno robotica.

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rafa j
Muy muy bueno.
Reviewed in Spain on September 21, 2019
Verified Purchase
Es el segundo libro que me leo de este autor (known) este me ha gustado bastante más.

Recomiendo que te lo compres basicamente pondra en orden situaciones que si eres marketer ya estaras percibiendo.

Muy buen libro, aporta valor, describe excelentemente situaciones de los comsumidores.
NO es un playbook. No vas a leer nada de “pasos a seguir para...”

Facil de leer, ameno, no se hace pesado.

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Natchi Lazarus
Mark Schaefer Does It Again
Reviewed in India on February 16, 2019
Verified Purchase
This is his 7th book and Mark Schaefer has done it again!

In this book:
- He gives us the truth about the current state of marketing, which is jolting.
- He walks us through the reason we are here, which is eye-opening.
- Finally, he gives us a solution and hope, which is encouraging.

This book is a must-read, whether you are in the marketing field or not. Every entrepreneur, leader, educator, marketer, and student needs to get this fresh perspective of marketing and know that this ‘Rebellion’ that we are facing is a reality that we need to deal with, whether we like to admit it or not.

Mark is one of the master storytellers that I know. Right from the introduction, the way he weaves this important story is so entertaining.

If you love advertising and marketing (like I do) you will find the illustrations and statistics that he presents enthralling, thought-provoking and educative.

You will also find statements that will make you sit up straight from your couch and take out a pen & paper to make notes. I have been reading and re-reading parts of this book multiple times. And I am not done with it.

Some of my favorite lines from the book:

"Two-thirds of your marketing… is not your marketing”

"There are no more lies. There are no more secrets. There is no more control.”

“...join this rebellion… well, you’re in for a wild ride, my friend. The truth is strange, the truth may make you squirm, but the truth is your freedom.”

"Stop using your industry as an excuse. Just because you’re in banking or finance or engineering doesn’t mean you have to be boring.”

"Give up control. Make the customer the hero.”

"Technology has become the enemy of great marketing... Technology isn’t bad. In fact, the problem with technology is that it’s so good.”

"You can’t “own” customers, a buyer’s journey, or a sales funnel. Claim a market space and help people belong to it."

3 things the book offers:

1. A Perspective: The deeper you go into the book, the more you realize how much of perspective you have been lacking all along when it comes to the current state of marketing.

2. A Challenge: The book does not offer all the solutions to the problems. Sometimes the author just challenges us to think deeply with him by stating the facts as they are, opening our eyes to the reality, explaining its nature to us, giving a framework to work with, a few suggestions and allowing us to come up with our own version of the solution.

For example, he says, "So how do we wrestle technology to the ground and make it serve the constant human truths? It’s a complicated problem.” I found myself thinking about this question from my work perspective. I work mostly with faith-based businesses and leaders from nonprofits who do not spend much time thinking about marketing or technology. That is my job.

3. Humour: You will also find a lot of humor and funny stories (that are thought-provoking after you laugh) throughout the book. You will even find animals featured in it (gotta be a first for a marketing book) like a Goldfish and an Elephant! You have to read the book to know how they got into a marketing book.

My final thought: Most of us marketers are busy focussing on the tech, the funnels, the calendars, the content and the analytics.

Which is all good.

But if we do not zoom out once in a while and really ’think’ about the bigger picture and course-correct our marketing journey, we could be totally lost.

We will be like the cross-country athlete who pushes himself so hard and gives his best but never realizes that he is totally off the race track. However hard he tries, he is never going to get to the finish line. Simply because no one helped him course-correct at the right time.

Mark Schaefer, through this book, is helping us course-correct. And this is the right time to take his help and get back on track.

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Top reviews from the United States

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5.0 out of 5 stars Interesting read

5.0 out of 5 stars GREAT book

5.0 out of 5 stars A Marketing Book About Deep Care & Co-Creation

4.0 out of 5 stars As a marketer, I felt silly reading this book...

5.0 out of 5 stars The Most Human Company Wins!

The Most Human Company Wins!

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5.0 out of 5 stars Brilliant and important

Top reviews from other countries

5.0 out of 5 stars As empresas mais Humanas definitivamente serão Reconhecidas

5.0 out of 5 stars This book will cause you to rethink much of what you thought you knew about marketing

5.0 out of 5 stars un ottimo libro sull'approccio umano al marketing

un ottimo libro sull'approccio umano al marketing

Images in this review

5.0 out of 5 stars Muy muy bueno.

5.0 out of 5 stars Mark Schaefer Does It Again

Interesting read

GREAT book

A Marketing Book About Deep Care & Co-Creation

As a marketer, I felt silly reading this book...

The Most Human Company Wins!

Brilliant and important

As empresas mais Humanas definitivamente serão Reconhecidas

This book will cause you to rethink much of what you thought you knew about marketing

un ottimo libro sull'approccio umano al marketing

Muy muy bueno.

Mark Schaefer Does It Again