| Title | FB1 Marketing 4.0: Moving from Traditional to Digital |
| Edition | |
| Call Number | 658.8 KOT m |
| ISBN/ISSN | 9781119341208 |
| Author(s) | Philip Kotler |
| Subject(s) | |
| Classification | 658.8 KOT m |
| Series Title | GMD | Text |
| Language | English |
| Publisher | Wiley |
| Publishing Year | 2016 |
| Publishing Place | English |
| Collation | 208 pages |
| Abstract/Notes | 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 it can create more personalized products and personal services, and Marketing 4.0 maps out an 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 on 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— and fully updated coverage walks you 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 jumpstart your personal discovery as well as focus meeting discussions when it comes time to bring the entire organization onboard. |
| Specific Detail Info | |
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