Marketing 5.0: Technology for Humanity

Bol

PRAISE FOR MARKETING 5.0 "What really impresses me about this book is how it integrates the power of modern technologies and the emerging value systems of humanity. The book supports the marketers of the future to understand this integration and to convert it into actions, which are both effective and sustainable." —HERMANN SIMON, Founder and Honorary Chairman, Simon-Kucher & Partners "Phil Kotler has an amazing ability to bring clarity to the past, present, and future of marketing, always understanding what needs to be enduring and what needs to be changed. With Marketing 5.0, Kotler and his co-authors boldly incorporate digital technologies into marketing thinking, planning, and implementation. Timely and timeless, Marketing 5.0 is your indispensable guide to marketing success." —KEVIN LANE KELLER, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College "A timely and far-reaching guide to the potential of digital technologies to transform business practice. Marketers that grasp these possibilities sooner than their rivals and then act on them faster will give their firms a durable advantage." —GEORGE DAY, Geoffrey T. Boisi Professor Emeritus, Wharton School of the University of Pennsylvania "The book is timely and has great relevance at the present COVID-19 time. The continued lockdown in many countries has forced companies to look at the digital aspects of marketing. It is also the right size to be a handbook for practicing managers." —WALTER VIERA, Former Chairman, International Council of Management Consulting Institutes 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.

Amazon

Pagina's: 224, Editie: Eerste editie, Hardcover, Wiley John + Sons