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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:

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.

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Document Type: Book
All Authors / Contributors: Philip Kotler; Hermawan Kartajaya; Iwan Setiawan
ISBN: 9781119341208 1119341205
OCLC Number: 975373536
Description: XIX, 184 pagina's ; 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!
Responsibility: Philip Kotler, Hermawan Kartajaya, Iwan Setiawan.

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