Hermawan Kartajaya – författare

Level up your marketing strategy by understanding how the human mind works in the age of artificial intelligence (AI)Marketing 7.0 explores mind-centric marketing, a new approach that shifts the focus from AI-driven performance optimization to understanding how people think, connect, and buy. With the insights in this book, readers will be prepared to engage a new breed of consumers: the augmented human.Written by Philip Kotler, one of the world's leading authorities on marketing, together with Hermawan Kartajaya and Iwan Setiawan from the leading marketing consulting firm MCorp, this book discusses ideas such as: Why digitalization, AI, and immersive technology unlock the consumer mindHow performance marketing and AI obsessions kill authenticityHow to extract customer insights to design brand storytelling, value propositions, selling approaches, and customer experiencesMarketing 7.0 earns a well-deserved spot on the bookshelves of executives, business leaders, and marketers alike as a guide to marketing in the age of AI.

Understand the next level of marketing The new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism.In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Explains the future of marketing, along with why most marketers are stuck in the pastExamines companies that are ahead of the curve, such as S. C. JohnsonKotler is one of the most highly recognized marketing gurus, famous for his "4 P's of Marketing"In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.

Understand the next level of marketing

The new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism.

In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers.

Explains the future of marketing, along with why most marketers are stuck in the past Examines companies that are ahead of the curve, such as S. C. Johnson Kotler is one of the most highly recognized marketing gurus, famous for his "4 P''s of Marketing"

In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.

Understand the next level of marketing

The new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism.

In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers.

Explains the future of marketing, along with why most marketers are stuck in the past Examines companies that are ahead of the curve, such as S. C. Johnson Kotler is one of the most highly recognized marketing gurus, famous for his "4 P''s of Marketing"

In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.

Marketing guru Philip Kotler shows entrepreneurs how to market their companies to investorsHow can businesses do a better job of attracting capital? The answer: "Marketing!" Marketing expert Philip Kotler teams up with a renowned marketing consultant and an INSEAD professor for this practical, marketing-based approach to raising capital from investors. Based on the premise that entrepreneurs and business owners often don't understand what investors want and how they make their decisions, Attracting Investors offers a larger view of the factors involved, and guides both startup and veteran firms in effectively raising capital.

Marketing guru Philip Kotler shows entrepreneurs how to market their companies to investors

How can businesses do a better job of attracting capital? The answer: "Marketing!" Marketing expert Philip Kotler teams up with a renowned marketing consultant and an INSEAD professor for this practical, marketing-based approach to raising capital from investors. Based on the premise that entrepreneurs and business owners often don''t understand what investors want and how they make their decisions, Attracting Investors offers a larger view of the factors involved, and guides both startup and veteran firms in effectively raising capital.

Marketing has changed forever—this is what comes next

Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world''s leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today''s customers have less time and attention to devote to your brand—and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace''s shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow''s consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today.

Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world-class insight you need to make it happen.

Discover the new rules of marketing Stand out and create WOW moments Build a loyal and vocal customer base Learn who will shape the future of customer choice

Every few years brings a "new" marketing movement, but experienced marketers know that this time its different; it''s not just the rules that have changed, it''s the customers themselves. Marketing 4.0 provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before.

Marketing has changed forever—this is what comes next

Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world''s leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today''s customers have less time and attention to devote to your brand—and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace''s shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow''s consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today.

Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world-class insight you need to make it happen.

Discover the new rules of marketing Stand out and create WOW moments Build a loyal and vocal customer base Learn who will shape the future of customer choice

Every few years brings a "new" marketing movement, but experienced marketers know that this time its different; it''s not just the rules that have changed, it''s the customers themselves. Marketing 4.0 provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before.

Marketing has changed forever—this is what comes next Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world's leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brand—and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace's shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow's consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today. Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world-class insight you need to make it happen. Discover the new rules of marketingStand out and create WOW momentsBuild a loyal and vocal customer baseLearn who will shape the future of customer choiceEvery few years brings a "new" marketing movement, but experienced marketers know that this time its different; it's not just the rules that have changed, it's the customers themselves. Marketing 4.0 provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before.

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.

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. 

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. 

An eye-opening discussion of the future of marketing, from four of the leading minds in the fieldIn Entrepreneurial Marketing: Beyond Professional Marketing, a renowned team of marketing leaders, including the "Father of Modern Marketing," Professor Philip Kotler, delivers a groundbreaking and incisive redefinition of entrepreneurial marketing. In the book, some of the marketing sector’s brightest minds explore the increasingly essential initiative to build new capabilities beyond the mainstream marketing approach that also consider the effect of digital connectivity on consumers and companies everywhere. This book also discusses what marketers need to do to break the stagnation of normative marketing approaches that are often no longer effective in dealing with dynamic business environments.The authors introduce a fresh entrepreneurial marketing approach, converging dichotomies into a coherent form. The book also includes: A post-entrepreneurial-marketing view of the commercial landscape which puts the operational aspect at the center of the action, converging marketing and finance, and adopting technology for humanityDiscussions of the strategies and techniques that will drive the actions of the marketing departments to create value with values that will lead the company to success through the year 2030Explorations of the paradox between the development of core competencies and collaboration with various parties, including competitorsThe latest publication from some of the foremost minds in marketing—and in business, generally—Entrepreneurial Marketing: Beyond Professional Marketing is a must-read combination of unique insight, concrete advice, and implementable strategies that introduce a new mindset for every professional marketer, entrepreneur, and business leaders worldwide.

Rediscover the fundamentals of marketing along with the rise of metamarketing from the best in the business In Marketing 6.0, 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 of metamarketing, 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. Readers will learn about: The building blocks of metamarketingGeneration Z and Generation Alpha and the technologies they use dailyHow to tap into metaverses and extended realityThe potential obstacles and solutions for creating a more interactive and immersive experience.Marketing has evolved to address global challenges and changing customer expectations. Incorporating sustainability themes and new technologies for customer engagement are essential for businesses to remain relevant. Indeed, marketing has shifted from traditional to digital, but most customers still value some forms of human interaction. As a result, multichannel and omnichannel marketing have become popular among marketers aiming to leverage both traditional and digital engagement. Metamarketing goes beyond that and offers a genuine physical and digital convergence by providing a more interactive and immersive customer experience across physical and digital spaces.

Rediscover the fundamentals of marketing along with the rise of metamarketing from the best in the business

In Marketing 6.0, 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 of metamarketing, 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. Readers will learn about:

The building blocks of metamarketing Generation Z and Generation Alpha and the technologies they use daily How to tap into metaverses and extended reality The potential obstacles and solutions for creating a more interactive and immersive experience.

Marketing has evolved to address global challenges and changing customer expectations. Incorporating sustainability themes and new technologies for customer engagement are essential for businesses to remain relevant. Indeed, marketing has shifted from traditional to digital, but most customers still value some forms of human interaction. As a result, multichannel and omnichannel marketing have become popular among marketers aiming to leverage both traditional and digital engagement. Metamarketing goes beyond that and offers a genuine physical and digital convergence by providing a more interactive and immersive customer experience across physical and digital spaces.

Rediscover the fundamentals of marketing along with the rise of metamarketing from the best in the business

In Marketing 6.0, 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 of metamarketing, 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. Readers will learn about:

The building blocks of metamarketing Generation Z and Generation Alpha and the technologies they use daily How to tap into metaverses and extended reality The potential obstacles and solutions for creating a more interactive and immersive experience.

Marketing has evolved to address global challenges and changing customer expectations. Incorporating sustainability themes and new technologies for customer engagement are essential for businesses to remain relevant. Indeed, marketing has shifted from traditional to digital, but most customers still value some forms of human interaction. As a result, multichannel and omnichannel marketing have become popular among marketers aiming to leverage both traditional and digital engagement. Metamarketing goes beyond that and offers a genuine physical and digital convergence by providing a more interactive and immersive customer experience across physical and digital spaces.

An eye-opening discussion of the future of marketing, from four of the leading minds in the field

In Entrepreneurial Marketing: Beyond Professional Marketing, a renowned team of marketing leaders, including the “Father of Modern Marketing,” Professor Philip Kotler, delivers a groundbreaking and incisive redefinition of entrepreneurial marketing. In the book, some of the marketing sector’s brightest minds explore the increasingly essential initiative to build new capabilities beyond the mainstream marketing approach that also consider the effect of digital connectivity on consumers and companies everywhere. This book also discusses what marketers need to do to break the stagnation of normative marketing approaches that are often no longer effective in dealing with dynamic business environments.

The authors introduce a fresh entrepreneurial marketing approach, converging dichotomies into a coherent form. The book also includes:

A post-entrepreneurial-marketing view of the commercial landscape which puts the operational aspect at the center of the action, converging marketing and finance, and adopting technology for humanity Discussions of the strategies and techniques that will drive the actions of the marketing departments to create value with values that will lead the company to success through the year 2030 Explorations of the paradox between the development of core competencies and collaboration with various parties, including competitors

The latest publication from some of the foremost minds in marketing—and in business, generally—Entrepreneurial Marketing: Beyond Professional Marketing is a must-read combination of unique insight, concrete advice, and implementable strategies that introduce a new mindset for every professional marketer, entrepreneur, and business leaders worldwide.

An eye-opening discussion of the future of marketing, from four of the leading minds in the field

In Entrepreneurial Marketing: Beyond Professional Marketing, a renowned team of marketing leaders, including the “Father of Modern Marketing,” Professor Philip Kotler, delivers a groundbreaking and incisive redefinition of entrepreneurial marketing. In the book, some of the marketing sector’s brightest minds explore the increasingly essential initiative to build new capabilities beyond the mainstream marketing approach that also consider the effect of digital connectivity on consumers and companies everywhere. This book also discusses what marketers need to do to break the stagnation of normative marketing approaches that are often no longer effective in dealing with dynamic business environments.

The authors introduce a fresh entrepreneurial marketing approach, converging dichotomies into a coherent form. The book also includes:

A post-entrepreneurial-marketing view of the commercial landscape which puts the operational aspect at the center of the action, converging marketing and finance, and adopting technology for humanity Discussions of the strategies and techniques that will drive the actions of the marketing departments to create value with values that will lead the company to success through the year 2030 Explorations of the paradox between the development of core competencies and collaboration with various parties, including competitors

The latest publication from some of the foremost minds in marketing—and in business, generally—Entrepreneurial Marketing: Beyond Professional Marketing is a must-read combination of unique insight, concrete advice, and implementable strategies that introduce a new mindset for every professional marketer, entrepreneur, and business leaders worldwide.

Explore the cutting-edge of marketing new products and services from leading businesses in AsiaIn Reimagining Operational Excellence: Inspirations From Asia, world-renowned marketing guru and bestselling author Philip Kotler delivers a groundbreaking book unveiling the transformative marketing strategies that have propelled Asia to the forefront of the global business arena.In this insightful text, Kotler explores the dynamic competition between Asia and the global West, revealing how it has catalyzed Asia's adoption of incisive and effective marketing practices. The book delves into various dimensions of marketing operations, including quality, cost, delivery, service, creativity, and innovation, highlighting the crucial role of entrepreneurship and leadership in achieving operational excellence. Kotler's analysis extends to significant developments within the global business ecosystem, showcasing how countries like Singapore, Japan, Korea, India, and China are redefining business efficiency and continuous improvement. You'll also find In-depth examinations of China's unique and competitive economic ecosystemDiscussions of the increasingly foundational role played by Singapore as an international business hubAn analysis of the latest economic developments in South Korea driving marketing excellence in that countryReimagining Operational Excellence: Inspirations From Asia is an essential guide for anyone involved in marketing, advertising, business operations, or entrepreneurship. This book is not just an analysis of Asian marketing prowess; it's a blueprint for harnessing these strategies to drive business growth and success in today's rapidly changing global market.

Explore the cutting-edge of marketing new products and services from leading businesses in Asia

In Reimagining Operational Excellence: Inspirations From Asia, world-renowned marketing guru and bestselling author Philip Kotler delivers a groundbreaking book unveiling the transformative marketing strategies that have propelled Asia to the forefront of the global business arena.

In this insightful text, Kotler explores the dynamic competition between Asia and the global West, revealing how it has catalyzed Asia''s adoption of incisive and effective marketing practices. The book delves into various dimensions of marketing operations, including quality, cost, delivery, service, creativity, and innovation, highlighting the crucial role of entrepreneurship and leadership in achieving operational excellence. Kotler''s analysis extends to significant developments within the global business ecosystem, showcasing how countries like Singapore, Japan, Korea, India, and China are redefining business efficiency and continuous improvement. You''ll also find

In-depth examinations of China''s unique and competitive economic ecosystem Discussions of the increasingly foundational role played by Singapore as an international business hub An analysis of the latest economic developments in South Korea driving marketing excellence in that country

Reimagining Operational Excellence: Inspirations From Asia is an essential guide for anyone involved in marketing, advertising, business operations, or entrepreneurship. This book is not just an analysis of Asian marketing prowess; it''s a blueprint for harnessing these strategies to drive business growth and success in today''s rapidly changing global market.

Explore the cutting-edge of marketing new products and services from leading businesses in Asia

In Reimagining Operational Excellence: Inspirations From Asia, world-renowned marketing guru and bestselling author Philip Kotler delivers a groundbreaking book unveiling the transformative marketing strategies that have propelled Asia to the forefront of the global business arena.

In this insightful text, Kotler explores the dynamic competition between Asia and the global West, revealing how it has catalyzed Asia''s adoption of incisive and effective marketing practices. The book delves into various dimensions of marketing operations, including quality, cost, delivery, service, creativity, and innovation, highlighting the crucial role of entrepreneurship and leadership in achieving operational excellence. Kotler''s analysis extends to significant developments within the global business ecosystem, showcasing how countries like Singapore, Japan, Korea, India, and China are redefining business efficiency and continuous improvement. You''ll also find

In-depth examinations of China''s unique and competitive economic ecosystem Discussions of the increasingly foundational role played by Singapore as an international business hub An analysis of the latest economic developments in South Korea driving marketing excellence in that country

Reimagining Operational Excellence: Inspirations From Asia is an essential guide for anyone involved in marketing, advertising, business operations, or entrepreneurship. This book is not just an analysis of Asian marketing prowess; it''s a blueprint for harnessing these strategies to drive business growth and success in today''s rapidly changing global market.

Level up your marketing strategy by understanding how the human mind works in the age of artificial intelligence (AI) Marketing 7.0 explores mind-centric marketing, a new approach that shifts the focus from AI-driven performance optimization to understanding how people think, connect, and buy. With the insights in this book, readers will be prepared to engage a new breed of consumers: the augmented human. Written by Philip Kotler, one of the world's leading authorities on marketing, together with Hermawan Kartajaya and Iwan Setiawan from the leading marketing consulting firm MCorp, this book discusses ideas such as: Why digitalization, AI, and immersive technology unlock the consumer mind How performance marketing and AI obsessions kill authenticity How to extract customer insights to design brand storytelling, value propositions, selling approaches, and customer experiences Marketing 7.0 earns a well-deserved spot on the bookshelves of executives, business leaders, and marketers alike as a guide to marketing in the age of AI.

Level up your marketing strategy by understanding how the human mind works in the age of artificial intelligence (AI) Marketing 7.0 explores mind-centric marketing, a new approach that shifts the focus from AI-driven performance optimization to understanding how people think, connect, and buy. With the insights in this book, readers will be prepared to engage a new breed of consumers: the augmented human. Written by Philip Kotler, one of the world's leading authorities on marketing, together with Hermawan Kartajaya and Iwan Setiawan from the leading marketing consulting firm MCorp, this book discusses ideas such as: Why digitalization, AI, and immersive technology unlock the consumer mind How performance marketing and AI obsessions kill authenticity How to extract customer insights to design brand storytelling, value propositions, selling approaches, and customer experiences Marketing 7.0 earns a well-deserved spot on the bookshelves of executives, business leaders, and marketers alike as a guide to marketing in the age of AI.

The new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism.In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers.

En Marketing 5.0. Tecnología para la humanidad se identifica la creciente tendencia a alinear la tecnología con las capacidades humanas para lograr resultados exponenciales en el momento de aplicar las estrategias de marketing. Entre los temas fundamentales del marketing 5.0 está lo que se conoce como next tech, un grupo de tecnologías que se pueden ver materializadas en la inteligencia artificial (IA), el procesamiento del lenguaje natural (PLN), la tecnología de sensores, el internet de las cosas (IoT), la realidad aumentada (RA), la realidad virtual (RV) y el blockchain.Esta edición contiene los casos de éxito de nueve empresas que operan en nuestro país: Comex, Crayola, Grupo Modelo, INTERprotección, KFC, Mary Kay, Museo del Caos, Sam´s Club y Volkswagen.

Las nuevas tecnologías, las redes sociales y el marketing digital en general están revolucionando la forma de llegar a nuestros clientes. El cliente de hoy tiene unos hábitos diferentes al de hace unos años: está hiperinformado, hiperconectado, ama las empresas honestas y éticas, no compra sin antes comparar, confía en las experiencias de otros consumidores y es infiel a las marcas.Por eso, ahora más que nunca, es necesario reorientar nuestras prácticas de marketing para ganar el apoyo y confianza del cliente. Si conseguimos superar sus expectativas no solo nos comprará, sino que nos recomendará. Para ello es necesario ofrecer experiencias transparentes y coherentes, y cubrir cada aspecto del producto que este demande: marcas más humanas, mayor compromiso,ofertas mejores y más personalizadas. Es el marketing 4.0. Para lograr ese compromiso del cliente y su recomendación, los autores deMarketing 4.0 nos proponen combinar lo mejor de ambos mundos, el marketing tradicional y el marketing digital. Nos indican cómo poner en marcha estrategias 360º complementándolas con inteligencia artificial para mejorar la productividad del marketing, o el big data para adaptarnos mejor a las necesidades del cliente.