Marketing 7.0

PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor (Emeritus) of International Marketing at Northwestern University's Kellogg School of Management. He is one of the world's leading authorities on marketing whose writing has helped define the subject for the past forty years.HERMAWAN KARTAJAYA is the founder and Chairman of MCorp, the leading marketing consulting firm in Southeast Asia. He is also the founder of the World Marketing Council and one of the "50 Gurus Who Have Shaped The Future of Marketing" according to The Chartered Institute of Marketing.IWAN SETIAWAN is the Group COO of MCorp, as well as a co-author on several books with Philip Kotler, including Marketing 3.0, Marketing 4.0, Marketing 5.0, and Marketing 6.0.

• Part 1 The Path to the Human Mind 11 The Path to Marketing 7.0: Why Social Media, Artificial Intelligence, and Immersive Tech Unlock the Human Mind 32 The Threats of Artificial General Intelligence: Why Minds and Machines Must Coexist for Better Marketing 253 The Pitfalls of Marketing in the Digital World: Why Performance and AI Obsessions Kill Authenticity 454 The Challenges of Engaging Augmented Humans: Why Filtering, Fragmentation, and Frugality Define the New Market 65Part 2 The Keys to Unlocking the Human Mind 875 The Mind- Centric Marketing: A Guide for Thinking Marketers in the Age of AI 896 The Cognitive Mapping: Observing the Human Mind in Action to Extract Deep Customer Insights 109Part 3 Essential Marketing Stimuli for Engaging the Human Mind 1317 Brand Storytelling: Leveraging Three Storytelling Paths into the Customer’s Mind 1338 Value Proposition: Tapping into Human Biases to Guide Mental Trade- Offs 1539 Selling Approach: Building Trust to Convert with Confidence 17310 Customer Experience: Designing Memorable Moments to Inspire Advocacy 195Appendix Key Elements of Marketing: The Relevant Frameworks Behind the Core Models of Marketing 7.0 215Acknowledgments 225About the Authors 227Index 229