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Marketing 4.0 : moving from traditional to digital

Author: Philip Kotler; Hermawan Kartajaya; Iwan Setiawan
Publisher: Hoboken, New Jersey : Wiley, 2017.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
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 that it can create more personalized products and personal services, and Marketing 4.0 maps out and authoritative approach to taking customers from  Read more...
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Document Type: Book
All Authors / Contributors: Philip Kotler; Hermawan Kartajaya; Iwan Setiawan
ISBN: 9781119341208 1119341205
OCLC Number: 1005267171
Description: XIX, 184 str. : ilustr. ; 24 cm
Contents: Fundamental trends shaping marketing. Power shifts to the connected customers --
The paradoxes of marketing to connected customers --
The influential digital subcultures --
Marketing 4.0 in the digital economy --
New frameworks for marketing in the digital economy. The new customer path --
Marketing productivity metrics --
Industry archetypes and best practices --
Tactical marketing applications in the digital economy. Human-centric marketing for brand attraction --
Content marketing for brand curiosity --
Omnichannel marketing for brand commitment --
Engagement marketing for brand affinity --
Epilogue: Getting WOW!
Other Titles: Marketing four point zero
Responsibility: Philip Kotler, Hermawan Kartajaya, Iwan Setiawan.

Abstract:

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.  Read more...

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