Marketing 4.0: Moving from Traditional to Digital - Rilegato

Kotler, Philip; Kartajaya, Hermawan; Setiawan, Iwan

Rilegato

ISBN 10: 1119341205 ISBN 13: 9781119341208

Casa editrice: John Wiley & Sons Inc, 2017

Riassunto

This book answers the ultimate question in the minds of next-generation marketers: In a connected world, what are the new rules of marketing? With increased mobility and connectivity, customers have shorter attention span to consider and evaluate brands. There are two major implications. First, marketers need to stand out and deliver a moment to get customer attention. Secondly, customers rely on the advice of their friends and family on which brand to choose.

The book discusses the power shifts, the paradoxes of connectivity, and the future sub-cultures that will shape the future of marketing. It will lay the foundation which makes WOW Marketing imperative. It will explain how WOW Marketing improves marketing productivity. 

Su questo libro

Informazioni sull?autore

PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is author of more than fifty books, including the globally popular Marketing Management, now in its fifteenth edition.

HERMAWAN KARTAJAYA is the founder of MarkPlus, Inc., the largest marketing consulting firm in Indonesia.

IWAN SETIAWAN is COO of MarkPlus, Inc.

Dalla quarta di copertina

Praise for MARKETING 4.0

"The technology world moves so quickly today that each change accelerates the next. It's critical in such an environment to have a baseline and point of reference to help marketers find their way forward. Marketing 4.0 puts a new scholarship stake in the ground and will be the starting point and an invaluable resource for everyone trying to invent and understand the digital and mobile future."
? Howard Tullman, CEO, Chicagoland Entrepreneurial Center/1871

"The Internet and IT radically change marketing. This book is the eye-opener for marketing in the new era."
? Hermann Simon, Founder and Chairman, Simon-Kucher & Partners

"No one has a finger on the pulse of marketing like Phil Kotler. His ability to identify and interpret new marketing trends and developments is truly astounding. Once again, with Marketing 4.0, Kotler and his co-authors help to blaze a new trail to marketing success. This is definitely the one marketing book you HAVE to read this year."
? Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business

"A terrific guide to the transformations that are already coming over the horizon to challenge marketing practice. Perplexed marketers will learn how to navigate the power shifts and possibilities of digital connectivity and turn them into advantages."
? George S. Day, Geoffrey T. Boisi Professor Emeritus, Wharton School of the University of Pennsylvania

Dal risvolto di copertina interno

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 it can create more personalized products and personal services, and Marketing 4.0 maps out an 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 on 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? and fully updated coverage walks you 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 jumpstart your personal discovery as well as focus meeting discussions when it comes time to bring the entire organization onboard.

This peerless resource guide completely prepares you to leap ahead of the curve without any prior knowledge of analytics or IT by enabling you to:

• Gain data-driven insight into the new ways customers are spending and the three driving subcultures: youth, women, and netizens
• Examine firsthand examples of Marketing 4.0 boosting productivity by engaging customers at every touchpoint along their real-world paths through today's digital marketplace
• Redefine customer engagement in the digital era, including human-centric marketing, creating customer conversations, and omnichannel strategies

Looking at marketing in an entirely new way may seem overwhelming, but with the easy-to-use framework in Marketing 4.0, you can quickly get down to succeeding at what has always mattered?customer impressions.

Dettagli dell?edizione

• Editore: John Wiley & Sons Inc
• Data di pubblicazione: 2017
• ISBN 10: 1119341205
• ISBN 13: 9781119341208
• Rilegatura: Copertina rigida
• Lingua: Inglese
• Numero di pagine: 184
• Contatto del produttore: non disponibile