Details

Marketing 5.0

Technology for Humanity
1. Aufl.

von: Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
19,99 €
Verlag:	Wiley
Format:	EPUB
Veröffentl.:	27.01.2021
ISBN/EAN:	9781119668541
Sprache:	englisch
Anzahl Seiten:	224

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Beschreibungen

Titelbeschreibung

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.

Inhaltsverzeichnis

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

Autorenportrait

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 MarkPlus, 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 MarkPlus, 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.

Back cover copy

PRAISE FOR MARKETING 5.0 "What really impresses me about this book is how it integrates the power of modern technologies and the emerging value systems of humanity. The book supports the marketers of the future to understand this integration and to convert it into actions, which are both effective and sustainable." —HERMANN SIMON, Founder and Honorary Chairman, Simon-Kucher & Partners "Phil Kotler has an amazing ability to bring clarity to the past, present, and future of marketing, always understanding what needs to be enduring and what needs to be changed. With Marketing 5.0, Kotler and his co-authors boldly incorporate digital technologies into marketing thinking, planning, and implementation. Timely and timeless, Marketing 5.0 is your indispensable guide to marketing success." —KEVIN LANE KELLER, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College "A timely and far-reaching guide to the potential of digital technologies to transform business practice. Marketers that grasp these possibilities sooner than their rivals and then act on them faster will give their firms a durable advantage." —GEORGE DAY, Geoffrey T. Boisi Professor Emeritus, Wharton School of the University of Pennsylvania "The book is timely and has great relevance at the present COVID-19 time. The continued lockdown in many countries has forced companies to look at the digital aspects of marketing. It is also the right size to be a handbook for practicing managers." —WALTER VIERA, Former Chairman, International Council of Management Consulting Institutes