Marketing 5.0: Technology for Humanity - Rilegato

Kotler, Philip; Kartajaya, Hermawan; Setiawan, Iwan

Rilegato

ISBN 10: 1119668514 ISBN 13: 9781119668510

Casa editrice: John Wiley & Sons Inc, 2021

Riassunto

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.

Su questo libro

Informazioni sull?autore

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.

Dalla quarta di copertina

From the promoter of "The 4 P's of Marketing," Marketing 5.0: Technology for Humanity is the latest update in the seminal work of Dr. Philip Kotler, a renowned authority on international marketing. In this book, Dr. Kotler? along with Hermawan Kartajaya and Iwan Setiawan?integrates the major movements facing marketers today: dramatic technological advances, changes in customer behavior, and shifts in accepted business models.

Marketing 5.0 describes, in practical and accessible detail, how these three fundamental changes in markets, business and technology require firms to conquer new and formidable challenges as they strive to bring their products and services to market. The authors focus on the idea of "Technology for Humanity" and finding ways to use technology to advance customers' non-material needs.

Written in three parts, the book begins with an analysis of how generational changes have created a new kind of customer behavior and how to overcome the differences that divide the public, including economic inequality and political strife, to effectively reach your entire market. Part Two details the new strategic directions being taken by businesses around the world and how to address the new business models that define the modern environment. Finally, Part Three explores the reality of rapid technological development in areas like artificial intelligence, the ubiquity of sensors, augmented and virtual reality, and the Internet of Things.

Perfect for Chief Marketing Officers, managers, leaders, and employees in marketing departments of organizations of all sizes, Marketing 5.0 is also an indispensable resource for anyone involved in a small or medium-sized business that seeks to improve its marketing capabilities.

Dal risvolto di copertina interno

From the promoter of "The 4 P's of Marketing," Marketing 5.0: Technology for Humanity is the latest update in the seminal work of Dr. Philip Kotler, a renowned authority on international marketing. In this book, Dr. Kotler— along with Hermawan Kartajaya and Iwan Setiawan—integrates the major movements facing marketers today: dramatic technological advances, changes in customer behavior, and shifts in accepted business models.

Marketing 5.0 describes, in practical and accessible detail, how these three fundamental changes in markets, business and technology require firms to conquer new and formidable challenges as they strive to bring their products and services to market. The authors focus on the idea of "Technology for Humanity" and finding ways to use technology to advance customers' non-material needs.

Written in three parts, the book begins with an analysis of how generational changes have created a new kind of customer behavior and how to overcome the differences that divide the public, including economic inequality and political strife, to effectively reach your entire market. Part Two details the new strategic directions being taken by businesses around the world and how to address the new business models that define the modern environment. Finally, Part Three explores the reality of rapid technological development in areas like artificial intelligence, the ubiquity of sensors, augmented and virtual reality, and the Internet of Things.

Perfect for Chief Marketing Officers, managers, leaders, and employees in marketing departments of organizations of all sizes, Marketing 5.0 is also an indispensable resource for anyone involved in a small or medium-sized business that seeks to improve its marketing capabilities.

Dettagli dell'edizione

• Editore: John Wiley & Sons Inc
• Data di pubblicazione: 2021
• Lingua: Inglese
• ISBN 10: 1119668514
• ISBN 13: 9781119668510
• Rilegatura: Copertina rigida
• Numero edizione: 1
• Numero di pagine: 206
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile