Marketing 5.0: Technology for Humanity

ISBN-13: 9781119668510 / Angielski / Twarda / 2021 / 224 str.

Philip Kotler; Hermawan Kartajaya; Iwan Setiawan

Spis treści

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

O autorze

Philip Kotler (Sarasota, FL) is the S.C. Johnson Son Distinguished Professor (Emeritus) of International Marketing at Northwestern University's Kellogg Graduate School of Management, and one of the world's leading authorities on marketing. His writing has defined marketing around the world for the past forty years. The recipient of numerous awards and honorary degrees from schools all over the world, he holds an M.A. from the University of Chicago and a Ph.D. from MIT, both in economics. Kotler has an incredible international presence -- his books have been translated into approximately twenty-five languages, and he regularly speaks on the international circuit.Hermawan Katajaya (Jakarta, Indonesia) runs MarkPlus Consulting, the largest marketing consulting firm in Indonesia, and is coauthor with Kotler of several books, including Marketing 3.0 and Marketing 4.0.Iwan Setiawan (Jakarta, Indonesia) is a business writer and senior consultant at MarkPlus Consulting, where he consults for clients on marketing strategies.