Marketing 4.0 : moving from traditional to digital /
"Since Marketing 3.0 inspired the world to embrace and explore human-centric marketing, pioneers in the field have applied advanced technologies to open new insights into who our customers are and how they make decisions. The valuable paradox of big data analytics is that it can create more per...
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| Autor principal: | |
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| Otros Autores: | , |
| Formato: | Libro |
| Lenguaje: | Inglés |
| Publicado: |
Hoboken, New Jersey :
Wiley,
c2017.
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| Materias: | |
| Aporte de: | Registro referencial: Solicitar el recurso aquí |
| LEADER | 05205cam a2200397 i 4500 | ||
|---|---|---|---|
| 001 | 99739228204151 | ||
| 005 | 20190417132002.0 | ||
| 008 | 161028s2017 nju 001 0 eng | ||
| 010 | |a 2016036899 | ||
| 020 | |a 9781119341208 |q (cloth) | ||
| 020 | |a 1119341205 |q (cloth) | ||
| 020 | |a 9781119341147 |q (epub) | ||
| 020 | |a 1119341140 |q (epub) | ||
| 020 | |a 9781119341062 |q (ePDF) | ||
| 020 | |a 111934106X |q (ePDF) | ||
| 035 | |a (OCoLC)961457576 | ||
| 035 | |a (OCoLC)ocn961457576 | ||
| 040 | |a DLC |c DLC |d OCLCF |d YDX |d MNW |d CHVBK |d MCW |d THHCU |d UY0 |d NLMAA |d OCLCQ |d IBI |d OCLCQ |d CULIB |d FYM |d BGAUB |d OKX |d OCLCA |d NZAUC |d KGSCL |d ANR |d IQW |d MIH |d OCLCA |d HCO |d WRM |d GILDS |d RCL |d NAM |d TWJ |d FBR |d NTG |d BUB |d JDP |d CWY |d PHUST |d MLSOD |d TCJ |d HUELT |d ILM |d IBA |d OMB |d U@S | ||
| 042 | |a pcc | ||
| 049 | |a U@SA | ||
| 050 | 0 | 0 | |a HF5415 |b .K677 2017 |
| 080 | |a 658.8:316.7 | ||
| 100 | 1 | |a Kotler, Philip. | |
| 245 | 1 | 0 | |a Marketing 4.0 : |b moving from traditional to digital / |c Philip Kotler, Hermawan Kartajaya, Iwan Setiawan. |
| 246 | 3 | |a Marketing four point zero | |
| 260 | |a Hoboken, New Jersey : |b Wiley, |c c2017. | ||
| 300 | |a xix, 184 p. ; |c 24 cm. | ||
| 500 | |a Incluye índice. | ||
| 505 | 0 | |a Prologue : From Marketing 3.0 to Marketing 4.0 -- Part I. Fundamental trends shaping marketing : Power shifts to the connected customers : From exclusive to inclusive ; From vertical to horizontal ; From individual to social ; Summary : Horizontal, inclusive, and social -- The paradoxes of marketing to connected customers : Breaking the myths of connectivity ; Summary ; Marketing amid paradoxes -- The influential digital subcultures : Youth: acquiring the mind share ; Women: growing the market share ; Netizens: expanding the heart share ; Summary : Youth, women, and netizens -- Marketing 4.0 in the digital economy : Moving from traditional to digital marketing ; Integrating traditional and digital marketing ; Summary : Redefining marketing in the digital economy -- Part II. New frameworks for marketing in the digital economy : The new customer path : Understanding how people buy: from four A's to five A's ; Driving from awareness to advocacy: the O zone (O₃) ; Summary : Aware, appeal, ask, act, and advocate -- Marketing productivity metrics : Introducing PAR and BAR ; Decomposing PAR and BAR ; Driving up productivity ; Summary : Purchase action ratio and brand advocacy ratio -- Industry archetypes and best practices : Four major industry archetypes ; Four marketing best practices : Summary : Learning from different industries -- Part III. Tactical marketing applications in the digital economy : Human-centric marketing for brand attraction : Understanding humans using digital anthropology ; Building the six attributes of human-centric brands ; Summary: When brands become humans -- Content marketing for brand curiosity : Content is the new ad, #hashtag is the new tagline ; Step-by-step content marketing ; Summary : Creating conversations with content -- Omnichannel marketing for brand commitment : The rise of omnichannel marketing ; Step-by-step omnichannel marketing ; Summary : Integrating the best of online and offline channels -- Engagement marketing for brand affinity : Enhancing digital experiences with mobile apps ; Providing solutions with social CRM ; Diving desired behavior with gamification ; Summary : Mobile apps, social CRM, and gamification -- Epilogue: Getting to WOW! : What is "WOW"? ; Enjoy, experience, engage: WOW! ; Are you ready to WOW? | |
| 520 | |a "Since Marketing 3.0 inspired the world to embrace and explore human-centric marketing, pioneers in the field have applied advanced technologies to open new insights into who our customers are and how they make decisions. The valuable paradox of big data analytics is that it can create more personalized products and personal services, and Marketing 4.0 maps out and authoritative approach to taking customers from awareness to advocacy. For this highly-anticipated guide, the father of modern marketing Philip Kotler rejoins thought leaders Hermawan Kartajaya and Iwan Setiawan from MarkPlus, Inc. to share tangible ways marketers can influence people and varied paths along the customer journey. In fact, the traditional path to purchase (aware, appeal, ask, and act) is expanded to include advocate because the opinions of our family and friends have enormous impact on buying decisions--through how it happens, the ways to encourage it, and strategies for growing one customized experience at a time using powerful metrics and Innovative best practices. Moving from a traditional to digital marketing mindset comes easy with the practical advice and intuitive explanations you can use and benefit from the very first day. Chapter summaries highlight covered topics to enable this guidebook to double as an everyday reference, and reflection questions jump start your personal discovery as well as focus meeting discussions when it comes time to bring the entire organization on board." --Descripción del editor. | ||
| 650 | 0 | |a Marketing. | |
| 650 | 0 | |a Internet marketing. | |
| 650 | 7 | |a Mercadeo. |2 UDESA | |
| 650 | 7 | |a Mercadeo por Internet. |2 UDESA | |
| 700 | 1 | |a Kartajaya, Hermawan, |d 1947- | |
| 700 | 1 | |a Setiawan, Iwan. | |