Book : Marketing 5.0 Technology For Humanity - Kartajaya,...

-Titulo Original : Marketing 5.0 Technology For Humanity

-Fabricante :

Wiley

-Descripcion Original:

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. From the Inside Flap From the promoter of The 4 Ps of Marketing, Marketing 5.0: Technology for Humanity is the latest update in the seminal work of Dr. Philip Kotler, a renowned authority on international marketing. In this book, Dr. Kotler- along with Hermawan Kartajaya and Iwan Setiawan-integrates the major movements facing marketers today: dramatic technological advances, changes in customer behavior, and shifts in accepted business models. Marketing 5.0 describes, in practical and accessible detail, how these three fundamental changes in markets, business and technology require firms to conquer new and formidable challenges as they strive to bring their products and services to market. The authors focus on the idea of Technology for Humanity and finding ways to use technology to advance customers non-material needs. Written in three parts, the book begins with an analysis of how generational changes have created a new kind of customer behavior and how to overcome the differences that divide the public, including economic inequality and political strife, to effectively reach your entire market. Part Two details the new strategic directions being taken by businesses around the world and how to address the new business models that define the modern environment. Finally, Part Three explores the reality of rapid technological development in areas like artificial intelligence, the ubiquity of sensors, augmented and virtual reality, and the Internet of Things. Perfect for Chief Marketing Officers, managers, leaders, and employees in marketing departments of organizations of all sizes, Marketing 5.0 is also an indispensable resource for anyone involved in a small or medium-sized business that seeks to improve its marketing capabilities. From the Back Cover PRAISE FOR MARKETING 5.0What 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 thin