John Wiley & Sons Marketing 5.0 Cover Rediscover the fundamentals of marketing from the best in the business In Marketing 5.0, the celebr.. Product #: 978-1-119-66851-0 Regular price: $25.14 $25.14 Auf Lager

Marketing 5.0

Technology for Humanity

Kotler, Philip / Kartajaya, Hermawan / Setiawan, Iwan

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1. Auflage April 2021
224 Seiten, Hardcover
Fachbuch

ISBN: 978-1-119-66851-0
John Wiley & Sons

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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.

PART I INTRODUCTION

Chapter 1 WELCOME TO MARKETING 5.0: Technology for Humanity

PART II CHALLENGES MARKETERS FACE IN DIGITAL WORLD

Chapter 2 GENERATION GAP: Marketing to Baby Boomers, X, Y, Z, and Alpha

Chapter 3 PROSPERITY POLARIZATION: Creating Inclusivity and Sustainability for Society

Chapter 4 DIGITAL DIVIDE: Making Tech Personal, Social, and Experiential

Part III NEW STRATEGIES FOR TECH-EMPOWERED MARKETING

Chapter 5 THE DIGITAL-READY ORGANIZATION: One Strategy Doesn't Fit All

Chapter 6 THE NEXT TECH: It's Time for Human-Like Technologies to Take Off

Chapter 7 THE NEW CX: Machines are Cool, but Humans are Warm

PART IV NEW TACTICS LEVERAGING MARKETING TECH

Chapter 8 DATA-DRIVEN MARKETING: Building Data Ecosystem for Better Targeting

Chapter 9 PREDICTIVE MARKETING: Anticipating Market Demand with Proactive Action

Chapter 10 CONTEXTUAL MARKETING: Making Personalized Sense-and-Respond Experience

Chapter 11 AUGMENTED MARKETING: Delivering Tech-Empowered Human Interaction

Chapter 12 AGILE MARKETING: Executing Operations at Pace and Scale

Index
Philip Kotler (Sarasota, FL) is the S.C. Johnson Son Distinguished Professor (Emeritus) of International Marketing at Northwestern University's Kellogg Graduate School of Management, and one of the world's leading authorities on marketing. His writing has defined marketing around the world for the past forty years. The recipient of numerous awards and honorary degrees from schools all over the world, he holds an M.A. from the University of Chicago and a Ph.D. from MIT, both in economics. Kotler has an incredible international presence -- his books have been translated into approximately twenty-five languages, and he regularly speaks on the international circuit.

Hermawan Katajaya (Jakarta, Indonesia) runs MarkPlus Consulting, the largest marketing consulting firm in Indonesia, and is coauthor with Kotler of several books, including Marketing 3.0 and Marketing 4.0.

Iwan Setiawan (Jakarta, Indonesia) is a business writer and senior consultant at MarkPlus Consulting, where he consults for clients on marketing strategies.

H. Kartajaya, MarkPlus Strategy Consulting