Amazon cover image
Image from Amazon.com

Marketing 4.0 : moving from traditional to digital / Philip Kotler, Hermawan Kartajaya, Iwan Setiawan.

By: Contributor(s): Material type: TextTextPublisher: Hoboken, New Jersey : Wiley, [2017]Description: 1 online resource (xix, 184 pages.)Content type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781119341147 (electronic bk.)
  • 1119341140 (electronic bk.)
Other title:
  • Marketing four point zero
Subject(s): Additional physical formats: No titleDDC classification:
  • 658.8 23
LOC classification:
  • HF5415 .K683 2017
Online resources:
Contents:
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 (Ob3s) ; 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?
No physical items for this record

Includes index.

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 (Ob3s) ; 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?

Electronic reproduction. Ann Arbor, MI Available via World Wide Web.

Description based on print version record.

Powered by Koha