Kotler, Philip

Marketing 4.0 : moving from traditional to digital / Marketing four point zero Philip Kotler, Hermawan Kartajaya, Iwan Setiawan. - 1st ed. - Hoboken, New Jersey : John Wiley & Sons Inc., 2017. - xix, 184 pages : ill ; 24 cm.

Includes index.

Fundamental trends shaping marketing. Power shifts to the connected customers --
The paradoxes of marketing to connected customers --
The influential digital subcultures --
Marketing 4.0 in the digital economy --
New frameworks for marketing in the digital economy. The new customer path --
Marketing productivity metrics --
Industry archetypes and best practices --
Tactical marketing applications in the digital economy. Human-centric marketing for brand attraction --
Content marketing for brand curiosity --
Omnichannel marketing for brand commitment --
Engagement marketing for brand affinity --
Epilogue: Getting WOW!. Table of contents

Since Marketing 3.0 inspired the world to embrace and explore human-centric marketing, pioneers in the field have applied advanced technologies to open new insights into who our customers are and how they make decisions. The valuable paradox of big data analytics is that it can create more personalized products and personal services, and Marketing 4.0 maps out and authoritative approach to taking customers from awareness to advocacy. For this highly-anticipated guide, the father of modern marketing Philip Kotler rejoins thought leaders Hermawan Kartajaya and Iwan Setiawan from MarkPlus, Inc. to share tangible ways marketers can influence people and varied paths along the customer journey. In fact, the traditional path to purchase (aware, appeal, ask, and act) is expanded to include advocate because the opinions of our family and friends have enormous impact on buying decisions--through how it happens, the ways to encourage it, and strategies for growing one customized experience at a time using powerful metrics and Innovative best practices. Moving from a traditional to digital marketing mindset comes easy with the practical advice and intuitive explanations you can use and benefit from the very first day. Chapter summaries highlight covered topics to enable this guidebook to double as an everyday reference, and reflection questions jump start your personal discovery as well as focus meeting discussions when it comes time to bring the entire organization on board. --Dust jacket.



9781119341208 (cloth) 9781119341147 (epub) 9781119341062 (ePDF) 9788126566938

2016036899


Marketing.
Internet marketing.
Electronic Commerce.
Industrie 4.0.
Online-Marketing.

HF5415 / .K683 2017

658.8 / KOM

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