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Marketing 4.0 : from products to customers to the human spirit / by Philip Kotler, Hermawan Kartajaya, Iwan Setiawan

Kotler, Philip.
Contributor(s): Kartajaya, Hermawan | Setiawan, Iwan.
Material type: materialTypeLabelBook; Format: print Publisher: [Place of publication not identified] : John Wiley & Sons, 2016Description: XIX, 184 p. : il. ; 23 cm.ISBN: 9781119341208.Other title: Marketing 4.0 : moving from traditional to digital.Subject(s): Marketing | Marketing digital | Internet marketing | Industrie 4.0 | Electronic Commerce | Online-Marketing
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Préstamo horas 07. BIBLIOTECA CIENCIAS SOCIALES
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DIRECCIÓN DE MARKETING GRADO EN ADMINISTRACIÓN Y DIRECCIÓN DE EMPRESAS (CÁDIZ) Asignatura actualizada 2018-2019

Manuales (7 días) 07. BIBLIOTECA CIENCIAS SOCIALES
658.8/KOT/mar (Browse shelf) Checked out BIBLIOG. RECOM. 23/01/2019 3744336388
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Manuales (7 días) 07. BIBLIOTECA CIENCIAS SOCIALES
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Enhanced descriptions from Syndetics:

Marketing has changed forever'this is what comes next

Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world's leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brand'and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace's shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow's consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today.

Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world-class insight you need to make it happen.

Discover the new rules of marketing Stand out and create WOW moments Build a loyal and vocal customer base Learn who will shape the future of customer choice

Every few years brings a "new" marketing movement, but experienced marketers know that this time its different; it's not just the rules that have changed, it's the customers themselves. Marketing 4.0 provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before.

Índice

Bibliografía

Marketing has changed forever this is what comes next Marketing 4.0: Moving from Traditional to Digital is the much–needed handbook for next–generation marketing. Written by the world?s leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today?s customers have less time and attention to devote to your brand and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace?s shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub–culture splintering that will shape tomorrow?s consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today. Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world–class insight you need to make it happen. Discover the new rules of marketing Stand out and create WOW moments Build a loyal and vocal customer base Learn who will shape the future of customer choice Every few years brings a new marketing movement, but experienced marketers know that this time its different; it?s not just the rules that have changed, it?s the customers themselves. Marketing 4.0 provides a solid framework based on a real–world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before.
INDICE: Chapter One: Power Shifts to the Connected Customers .From Exclusive to Inclusive .From Vertical to Horizontal .From Individual to Social .Summary: Horizontal, Inclusive, and Social .Chapter Two: The Paradoxes of Marketing to Connected Customers .Breaking the Myths of Connectivity .Summary: Marketing Amidst Paradoxes .Chapter Three: The Influential Digital Subcultures .Youth: Acquiring the Mind–Share .Women: Growing the Market–Share .Netizens: Expanding the Heart–Share .Summary: Youth, Women, and Netizens .CHAPTER FOUR: Marketing 4.0 in the Digital Economy .Moving From Traditional to Digital Marketing .Integrating Traditional and Digital Marketing .Summary: Redefining Marketing in the Digital Economy .Chapter Five: The New Customer Path .Understanding How People Buy: From 4 A s to 5 A s .Driving From Awareness to Advocacy: The O Zone (O3) .Summary: Aware, Appeal, Ask, Act, and Advocate .Chapter Six: Marketing Productivity Metrics .Introducing Par and Bar .Decomposing Par and Bar .Driving Productivity Up .Summary: Purchase Action Ratio and Brand Advocacy Ratio .Chapter Seven: Industry Archetypes and Best Practices .Four Major Industry Archetypes .Four Marketing Best Practi

Table of contents provided by Syndetics

  • Acknowledgments (p. xiii)
  • Prologue: From Marketing 3.0 to Marketing 4.0 (p. xv)
  • About the Authors (p. xix)
  • Part I Fundamental Trends Shaping Marketing
  • 1 Power Shifts to the Connected Customers (p. 3)
  • From Exclusive to Inclusive (p. 7)
  • From Vertical to Horizontal (p. 10)
  • From Individual to Social (p. 13)
  • Summary: Horizontal, Inclusive, and Social (p. 14)
  • 2 The Paradoxes of Marketing to Connected Customers (p. 17)
  • Breaking the Myths of Connectivity (p. 20)
  • Summary: Marketing amid Paradoxes (p. 28)
  • 3 The Influential Digital Subcultures (p. 29)
  • Youth: Acquiring the Mind Share (p. 32)
  • Women: Growing the Market Share (p. 35)
  • Netizens: Expanding the Heart Share (p. 37)
  • Summary: Youth, Women, and Netizens (p. 40)
  • 4 Marketing 4.0 in the Digital Economy (p. 43)
  • Moving from Traditional to Digital Marketing (p. 47)
  • Integrating Traditional and Digital Marketing (p. 52)
  • Summary: Redefining Marketing in the Digital Economy (p. 53)
  • Part II New Frameworks for Marketing in the Digital Economy
  • 5 The New Customer Path (p. 57)
  • Understanding How People Buy: From Four A's to Five As (p. 60)
  • Driving from Awareness to Advocacy: The O Zone (O 3 ) (p. 66)
  • Summary: Aware, Appeal, Ask, Act, and Advocate (p. 69)
  • 6 Marketing Productivity Metrics (p. 71)
  • Introducing PAR and BAR (p. 74)
  • Decomposing PAR and BAR (p. 75)
  • Driving Up Productivity (p. 80)
  • Summary: Purchase Action Ratio and Brand Advocacy Ratio (p. 90)
  • 7 Industry Archetypes and Best Practices (p. 91)
  • Four Major Industry Archetypes (p. 94)
  • Four Marketing Best Practices (p. 100)
  • Summary: Learning from Different Industries (p. 104)
  • Part III Tactical Marketing Applications in the Digital Economy
  • 8 Human-Centric Marketing for Brand Attraction (p. 107)
  • Understanding Humans Using Digital Anthropology (p. 110)
  • Building the Six Attributes of Human-Centric Brands (p. 113)
  • Summary: When Brands Become Humans (p. 118)
  • 9 Content Marketing for Brand Curiosity (p. 119)
  • Content Is the New Ad, #Hashtag Is the New Tagline (p. 121)
  • Step-by-Step Content Marketing (p. 124)
  • Summary: Creating Conversations with Content (p. 134)
  • 10 Omnichannel Marketing for Brand Commitment (p. 137)
  • The Rise of Omnichannel Marketing (p. 139)
  • Step-by-Step Omnichannel Marketing (p. 145)
  • Summary: Integrating the Best of Online and Offline Channels (p. 149)
  • 11 Engagement Marketing for Brand Affinity (p. 151)
  • Enhancing Digital Experiences with Mobile Apps (p. 153)
  • Providing Solutions with Social CRM (p. 156)
  • Driving Desired Behavior with Gamification (p. 160)
  • Summary: Mobile Apps, Social CRM, and Gamification (p. 165)
  • Epilogue: Getting to WOW! (p. 167)
  • What Is a "WOW"? (p. 167)
  • Enjoy, Experience, Engage: WOW! (p. 168)
  • Are You Ready to WOW? (p. 169)
  • Index (p. 171)

Author notes provided by Syndetics

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.

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