Marketing 4.0 : moving from traditional to digital /
Philip Kotler, Hermawan Kartajaya, Iwan Setiawan.
- Hoboken : Wiley, c2017.
- xix, 184 p. : ill. b&w ; 24 cm.
Index.
Pt. 1. Fundamental trends shaping marketing -- Ch. 1. Power shifts to the connected customers -- Ch. 2. The paradoxes of Marketing to connected customers -- Ch. 3. The influential digital subcultures -- Ch. 4. Marketing 4.0 in the digital economy -- Pt. 2. New frameworks for marketing in the digital economy -- Ch. 5. The new customer path -- Ch. 6. Marketing productivity metrics -- Ch. 7. Industry archetypes and best practices -- Pt. 3. Tactical marketing applications in the digital economy -- Ch. 8. Human-centric marketing for brand attraction -- Ch. 9. Content marketing for brand curiosity -- Ch. 10. Omnichannel marketing for brand commitment -- Ch. 11. Engagement marketing for brand affinity.
Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing, helping you navigate the changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brand--and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace's shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow's consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today.