Marketing 5.0 - Technology for Humanity
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| Verlag | Wiley & Sons |
| Auflage | 2021 |
| Seiten | 224 |
| Format | 15,8 x 24,0 x 2,0 cm |
| Gewicht | 476 g |
| Artikeltyp | Englisches Buch |
| EAN | 9781119668510 |
| Bestell-Nr | 11966851UA |
Rediscover the fundamentals of marketing from the best in the businessIn 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-W herever" service delivery_ "Everything-As-A-Service" business model_ Internet of Things and blockchain for marketing_ Virtual and augmented reality marketing_ Corporate activismPerfect 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.
Inhaltsverzeichnis:
About the Authors ixAcknowledgments xiPart I Introduction 11 Welcome to Marketing 5.0: Technology for Humanity 3Part II Challenges Marketers Face in a Digital World 172 Generation Gap: Marketing to Baby Boomers, X, Y, Z, and Alpha 193 Prosperity Polarization: Creating Inclusivity and Sustainability for Society 354 Digital Divide: Making Tech Personal, Social, and Experiential 51Part III New Strategies For Tech-Empowered Marketing 695 The Digital-Ready Organization: One Strategy Doesn't Fit All 716 The Next Tech: It's Time for Human-Like Technologies to Take Off 897 The New CX: Machines Are Cool, but Humans Are Warm 107Part IV New Tactics Leveraging Marketing Tech 1278 Data-Driven Marketing: Building a Data Ecosystem for Better Targeting 1299 Predictive Marketing: Anticipating Market Demand with Proactive Action 14310 Contextual Marketing: Making a Personalized Sense-and-Respond Experience 15711 Augmented Marketing: Delivering Tech-Empowered Human Interaction 16912 Agile Marketing: Executing Operations at Pace and Scale 181Index 195