New Book Explores Marketers’ Role in Change Management
A new book by Dina Shapiro, Change Management for Marketers: Internal Transformations Made Easy, aims to help marketers navigate and lead organizational change. Now available in over 15 countries, the book offers strategies and tools to integrate change management within marketing teams.
Shapiro, a marketing consultant and founder of Yorkville Consulting, presents a structured approach for marketers to implement and sustain internal transformations. She argues that marketers possess the necessary skills to drive change effectively, addressing common challenges in the process.
"Change Management for Marketers provides a clear, straightforward process, along with actionable tools and examples, so marketers never have to start from scratch," said Nicole Ferry, Chief Strategy Officer at Sullivan.
The book addresses the reported 70% failure rate of organizational transformations, proposing that marketers’ expertise in communication, audience engagement, and strategic thinking can improve success rates. Shapiro includes case studies, industry insights, and practical applications to support her framework.
The author hopes her book will empower marketing professionals worldwide, including in the U.S., Europe, Australia, and China, to guide internal transformations, alleviate workplace concerns about change, and foster collaboration across departments.
Michelle Richmond, a news and documentary producer, described the book as "a fast read and a digestible roadmap for companies and employees to successfully implement internal transformations."
Shapiro brings years of experience as a marketing and advertising executive to her work. Through Yorkville Consulting, a certified woman-owned business, she has collaborated with Fortune 500 companies on marketing and change management initiatives. She holds a master’s degree from Boston University and a bachelor’s degree from George Washington University.
With its accessible approach and practical insights, Change Management for Marketers positions itself as a resource for professionals seeking to integrate change management into their marketing strategies.