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Marketing 5.0 "Technology for Humanity"

Marketing 5.0 "Technology for Humanity"

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  • ISBN:9781119668510
  • Editorial: Wiley & Sons Ltd.
  • Fecha de la edición:
  • Encuadernación:
  • Nº Pág.:224
  • Idiomas:Ingles

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Rediscover the fundamentals of marketing from the best in the business

In Marketing 5.0, the celebrated promoter of the 'Four Ps 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.

Chapter 1 WELCOME TO MARKETING 5.0: Technology for Humanity

PART II CHALLENGES MARKETERS FACE IN DIGITAL WORLD

Chapter 2 GENERATION GAP: Marketing to Baby Boomers, X, Y, Z, and Alpha

Chapter 3 PROSPERITY POLARIZATION: Creating Inclusivity and Sustainability for Society

Chapter 4 DIGITAL DIVIDE: Making Tech Personal, Social, and Experiential

Part III NEW STRATEGIES FOR TECH-EMPOWERED MARKETING

Chapter 5 THE DIGITAL-READY ORGANIZATION: One Strategy Doesnt Fit All

Chapter 6 THE NEXT TECH: Its Time for Human-Like Technologies to Take Off

Chapter 7 THE NEW CX: Machines are Cool, but Humans are Warm

PART IV NEW TACTICS LEVERAGING MARKETING TECH

Chapter 8 DATA-DRIVEN MARKETING: Building Data Ecosystem for Better Targeting

Chapter 9 PREDICTIVE MARKETING: Anticipating Market Demand with Proactive Action

Chapter 10 CONTEXTUAL MARKETING: Making Personalized Sense-and-Respond Experience

Chapter 11 AUGMENTED MARKETING: Delivering Tech-Empowered Human Interaction

Chapter 12 AGILE MARKETING: Executing Operations at Pace and Scale

Index

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