The rapid changes in technology and the rise of AI have heralded the introduction of a new era, which we refer to as the era of hyper-digitalization. This shift has significant impacts on how organizations and enterprises carry out critical functions across various areas, including marketing, information technology, human resources, and others. We are witnessing the transformation of the marketing function, with many traditional roles of marketers being replaced by new roles that depend heavily on cross-functional coordination with multiple areas. These changes could be far-reaching and have already dramatically impacted how to organize many tasks within organizations. Against this backdrop, this book offers modern marketers and technologists a guide on navigating the many changes occurring in organizations. Any senior executive can leverage many of the concepts presented in this book and be able to handle the sweeping changes taking place in the age of AI. This book introduces a new framework with six pillars of modern marketing strategy in the age of hyper-digitalization – purpose, phygital experiences, platform, participation, personalization, and partnerships. Each pillar has its own chapter, which provides specific guidance for managers on how to implement it. The chapters also demonstrate how each pillar can influence key outcomes like attention and engagement. In the context of hyper-digitalization and AI, the six-pillar framework will help managers navigate current developments and implement changes that any enterprise is faced with. It will offer senior marketing strategists and students a framework for strategic thinking that prepares them for the workplace of tomorrow. The framework is supported by numerous case studies and examples (from both the United States and other parts of the world) that demonstrate how these concepts are applied in real-world situations. The book incorporates insights from scholarly research on these topics to provide evidence-based guidance for managers and executives. You can request access to a sample syllabus here: sn.pub/lecturer-material. “From phygital experiences to platform thinking, this book delivers the insights and tools needed to future-proof your brand in an AI driven economy. A valuable resource for anyone committed to marketing excellence.” (Mckenzie Lock, Senior Director of Product Innovation and AI, Netflix) “When intelligent agents learn faster than people do, serve as decision making partners and extensions of consumer selves, and hijack the digital marketing tools we know and love, it’s time for a radical change in how we think about the very purpose and practice of marketing. If you intend to navigate the AI-powered world and thrive in the journey, read this book.” (Susan Fournier, Allen Questrom Professor and Dean, Boston University Questrom School of Business) “At a time when all of marketing is undergoing significant change due to technological disruptions, Dr. Vanitha Swaminathan's book, "Marketing in a Hyper-Digital Age: Six Strategic Pillars of Brand Marketing for an AI-Powered World" offers a very important guide to help business leaders navigate these turbulent times. Her framework of six strategic pillars will surely resonate with marketers and business leaders across industries and will provide readers with a critical framework to help them uncover principles of effective marketing in a hyper-digital age.” (Professor Jagdish Sheth, Kellstadt Professor of Business, Emory University, Padma Bhushan 2020) “Dr. Swaminathan’s book on marketing in the hyper-digital age is timely and novel. It identifies a set of six strategic pillars, several of which resonate with what we do. One of them, brand purpose is fundamental to what we do in Tata Steel; partnerships with ecosystem and consumers is key to our brand strategy. Our platforms are also evolving to integrate physical and digital aspects to provide a personalised experience to our customers. I anticipate Dr. Swaminathan’s book will be a popular reference guide for business leaders in global corporations.” (TV Narendran, Global CEO and Managing Director, Tata Steel) “It’s not easy to be a marketer in today’s hyper-digital age, everything is changing so fast. This book clearly encapsulates what’s happening, what’s on deck and what marketers need to do for their brands to be successful in the post-digital world.” (Lynn Schlesinger, former CMO & CXO, Forbes Media) “Over time we have seen a significant shift in the role of marketing in the development of a brand and a move from speaking AT people to speaking WITH people. What marketers need is to develop a new way of thinking how they build engagement with their products among the right people and not just anyone whose attention they can grab. The key to building the brands of the next generation will be understanding at a deeply personal level what your best customers find valuable about your product and then helping them discover