Marketing 5.0

Technology for Humanity

Inbunden, Engelska, 2021

226 kr

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Beskrivning

Rediscover the fundamentals of marketing from the best in the business In Marketing 5.0, the celebrated promoter of the “Four P’s of Marketing,” Philip Kotler, explains how marketers can use technology to address customers’ needs and make a difference in the world. In a new age when marketers are struggling with the digital transformation of business and the changing behavior of customers, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade. Following the pattern presented in his bestselling Marketing X.0 series, Philip Kotler covers the crucial topics necessary to understand modern marketing, including: · Artificial Intelligence for marketing automation · Agile marketing · “Segments of one” marketing · Contextual technology · Facial recognition and voice tech for marketing · The future of Customer Experience (CX) · Transmedia storytelling · The “Whatever-Whenever-Wherever” service delivery · “Everything-As-A-Service” business model · Internet of Things and blockchain for marketing · Virtual and augmented reality marketing · Corporate activism Perfect for traditional and digital marketers, as well as students and teachers of marketing and business, Marketing 5.0 reinvigorates the field of marketing with actionable recommendations and unique insights.

Produktinformation

Utgivningsdatum:2021-04-01
Mått:160 x 231 x 28 mm
Vikt:408 g
Format:Inbunden
Språk:Engelska
Antal sidor:224
Förlag:John Wiley & Sons Inc
ISBN:9781119668510

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Mer om författaren

PHILIP KOTLER, PHD, is Professor Emeritus of Marketing at the Kellogg School of Management, where he held the S.C. Johnson & Son Professorship of International Marketing. The Wall Street Journal ranks him as one of the top six most influential business thinkers. He is the recipient of numerous awards and honorary degrees from schools worldwide. Philip has an incredible international presence his books have been translated into more than 25 languages, and he regularly speaks on the international circuit. HERMAWAN KARTAJAYA is the founder and Executive Chairman of MarkPlus, Inc., and is one of the "50 Gurus Who Have Shaped the Future of Marketing," according to the Chartered Institute of Marketing, United Kingdom. Hermawan is also a recipient of the Distinguished Global Leadership Award from the Pan-Pacific Business Association at the University of Nebraska-Lincoln. He is also the Chairman of the Asia Council for Small Business and a co-founder of the Asia Marketing Federation. IWAN SETIAWAN is the Chief Executive Officer of MarkPlus, Inc., where he helps businesses design their corporate and marketing strategies. A frequent writer and speaker, Iwan is also the Editor-in-Chief of Marketeers.

Innehållsförteckning

About the Authors ixAcknowledgments xiPart I Introduction 11 Welcome to Marketing 5.0: Technology for Humanity 3Part II Challenges Marketers Face in a Digital World 172 Generation Gap: Marketing to Baby Boomers, X, Y, Z, and Alpha 193 Prosperity Polarization: Creating Inclusivity and Sustainability for Society 354 Digital Divide: Making Tech Personal, Social, and Experiential 51Part III New Strategies For Tech-Empowered Marketing 695 The Digital-Ready Organization: One Strategy Doesn’t Fit All 716 The Next Tech: It’s Time for Human-Like Technologies to Take Off 897 The New CX: Machines Are Cool, but Humans Are Warm 107Part IV New Tactics Leveraging Marketing Tech 1278 Data-Driven Marketing: Building a Data Ecosystem for Better Targeting 1299 Predictive Marketing: Anticipating Market Demand with Proactive Action 14310 Contextual Marketing: Making a Personalized Sense-and-Respond Experience 15711 Augmented Marketing: Delivering Tech-Empowered Human Interaction 16912 Agile Marketing: Executing Operations at Pace and Scale 181Index 195