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.
Содержание
About the Authors ix
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
Об авторе
PHILIP KOTLER, PHD, is Professor Emeritus of Marketing at the Kellogg School of Management, where he held the S.C. Johnson & Son Professorship of International Marketing. The Wall Street Journal ranks him as one of the top six most influential business thinkers. He is the recipient of numerous awards and honorary degrees from schools worldwide. Philip has an incredible international presence— his books have been translated into more than 25 languages, and he regularly speaks on the international circuit.
HERMAWAN KARTAJAYA is the founder and Executive Chairman of Mark Plus, Inc., and is one of the ’50 Gurus Who Have Shaped the Future of Marketing, ‘ according to the Chartered Institute of Marketing, United Kingdom. Hermawan is also a recipient of the Distinguished Global Leadership Award from the Pan-Pacific Business Association at the University of Nebraska-Lincoln. He is also the Chairman of the Asia Council for Small Business and a co-founder of the Asia Marketing Federation.
IWAN SETIAWAN is the Chief Executive Officer of Mark Plus, Inc., where he helps businesses design their corporate and marketing strategies. A frequent writer and speaker, Iwan is also the Editor-in-Chief of Marketeers.
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