Marketing 5.0
Technology for Humanity
1. Edition April 2021
224 Pages, Hardcover
Professional Book
Further versions
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.
Acknowledgments xi
Part I Introduction 1
1 Welcome to Marketing 5.0: Technology for Humanity 3
Part II Challenges Marketers Face in a Digital World 17
2 Generation Gap: Marketing to Baby Boomers, X, Y, Z, and Alpha 19
3 Prosperity Polarization: Creating Inclusivity and Sustainability for Society 35
4 Digital Divide: Making Tech Personal, Social, and Experiential 51
Part III New Strategies For Tech-Empowered Marketing 69
5 The Digital-Ready Organization: One Strategy Doesn't Fit All 71
6 The Next Tech: It's Time for Human-Like Technologies to Take Off 89
7 The New CX: Machines Are Cool, but Humans Are Warm 107
Part IV New Tactics Leveraging Marketing Tech 127
8 Data-Driven Marketing: Building a Data Ecosystem for Better Targeting 129
9 Predictive Marketing: Anticipating Market Demand with Proactive Action 143
10 Contextual Marketing: Making a Personalized Sense-and-Respond Experience 157
11 Augmented Marketing: Delivering Tech-Empowered Human Interaction 169
12 Agile Marketing: Executing Operations at Pace and Scale 181
Index 195
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.
