Marketing 4.0

Informationen zum Autor PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is author of more than fifty books, including the globally popular Marketing Management , now in its fifteenth edition. HERMAWAN KARTAJAYA is the founder of MarkPlus, Inc., the largest marketing consulting firm in Indonesia. IWAN SETIAWAN is COO of MarkPlus, Inc. Klappentext Praise for MARKETING 4.0 "The technology world moves so quickly today that each change accelerates the next. It's critical in such an environment to have a baseline and point of reference to help marketers find their way forward. Marketing 4.0 puts a new scholarship stake in the ground and will be the starting point and an invaluable resource for everyone trying to invent and understand the digital and mobile future." ? Howard Tullman, CEO, Chicagoland Entrepreneurial Center/1871 > ? Hermann Simon, Founder and Chairman, Simon-Kucher & Partners "No one has a finger on the pulse of marketing like Phil Kotler. His ability to identify and interpret new marketing trends and developments is truly astounding. Once again, with Marketing 4.0, Kotler and his co-authors help to blaze a new trail to marketing success. This is definitely the one marketing book you HAVE to read this year." ? Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business > ? George S. Day, Geoffrey T. Boisi Professor Emeritus, Wharton School of the University of Pennsylvania Zusammenfassung Marketing has changed forever this is what comes next Marketing 4. 0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Inhaltsverzeichnis Acknowledgments xiii Prologue: From Marketing 3.0 to Marketing 4.0 xv About the Authors xix Part I Fundamental Trends Shaping Marketing 1 Power Shifts to the Connected Customers 3 From Exclusive to Inclusive 7 From Vertical to Horizontal 10 From Individual to Social 13 Summary: Horizontal, Inclusive, and Social 14 2 The Paradoxes of Marketing to Connected Customers 17 Breaking the Myths of Connectivity 20 Summary: Marketing amid Paradoxes 28 3 The Influential Digital Subcultures 29 Youth: Acquiring the Mind Share 32 Women: Growing the Market Share 35 Netizens: Expanding the Heart Share 37 Summary: Youth, Women, and Netizens 40 4 Marketing 4.0 in the Digital Economy 43 Moving from Traditional to Digital Marketing 47 Integrating Traditional and Digital Marketing 52 Summary: Redefining Marketing in the Digital Economy 53 Part II New Frameworks for Marketing in the Digital Economy 5 The New Customer Path 57 Understanding How People Buy: From Four A's to Five A's 60 Driving from Awareness to Advocacy: The O Zone (O3) 66 Summary: Aware, Appeal, Ask, Act, and Advocate 69 6 Marketing Productivity Metrics 71 Introducing PAR and BAR 74 Decomposing PAR and BAR 75 Driving Up Productivity 80 Summary: Purchase Action Ratio and Brand Advocacy Ratio 90 7 Industry Archetypes and Best Practices 91 Four Major Industry Archetypes 94 Four Marketing Best Practices 100 Summary: Learning from Different Industries 104 Part III Tactical Marketing Applications in the Digital Economy 8 Human-Centric Marketing for Brand Attraction 107 Understanding Humans Using Digital Anthropology 110 Building the Six Attributes of Human-Centric Brands 113 Summary: When Brands Become Humans 118 9 Content Marketing for Brand Curiosity 119 Content is the N...

List of contents

Acknowledgments xiii
 
Prologue: From Marketing 3.0 to Marketing 4.0 xv
 
About the Authors xix
 
Part I FUNDAMENTAL TRENDS SHAPING MARKETING
 
1 Power Shifts to the Connected Customers 3
 
From Exclusive to Inclusive 7
 
From Vertical to Horizontal 10
 
From Individual to Social 13
 
Summary: Horizontal, Inclusive, and Social 14
 
2 The Paradoxes of Marketing to Connected Customers 17
 
Breaking the Myths of Connectivity 20
 
Summary: Marketing amid Paradoxes 28
 
3 The Influential Digital Subcultures 29
 
Youth: Acquiring the Mind Share 32
 
Women: Growing the Market Share 35
 
Netizens: Expanding the Heart Share 37
 
Summary: Youth, Women, and Netizens 40
 
4 Marketing 4.0 in the Digital Economy 43
 
Moving from Traditional to Digital Marketing 47
 
Integrating Traditional and Digital Marketing 52
 
Summary: Redefining Marketing in the
 
Digital Economy 53
 
Part II NEW FRAMEWORKS FOR MARKETING IN THE DIGITAL ECONOMY
 
5 The New Customer Path 57
 
Understanding How People Buy: From Four A's to Five A's 60
 
Driving from Awareness to Advocacy: The O Zone (O3) 66
 
Summary: Aware, Appeal, Ask, Act, and Advocate 69
 
6 Marketing Productivity Metrics 71
 
Introducing PAR and BAR 74
 
Decomposing PAR and BAR 75
 
Driving Up Productivity 80
 
Summary: Purchase Action Ratio and Brand Advocacy Ratio 90
 
7 Industry Archetypes and Best Practices 91
 
Four Major Industry Archetypes 94
 
Four Marketing Best Practices 100
 
Summary: Learning from Different Industries 104
 
Part III TACTICAL MARKETING APPLICATIONS IN THE DIGITAL ECONOMY
 
8 Human-Centric Marketing for Brand Attraction 107
 
Understanding Humans Using Digital Anthropology 110
 
Building the Six Attributes of Human-Centric Brands 113
 
Summary: When Brands Become Humans 118
 
9 Content Marketing for Brand Curiosity 119
 
Content Is the New Ad, #Hashtag Is the New Tagline 121
 
Step-by-Step Content Marketing 124
 
Summary: Creating Conversations with Content 134
 
10 Omnichannel Marketing for Brand Commitment 137
 
The Rise of Omnichannel Marketing 139
 
Step-by-Step Omnichannel Marketing 145
 
Summary: Integrating the Best of Online and Offline Channels 149
 
11 Engagement Marketing for Brand Affinity 151
 
Enhancing Digital Experiences with Mobile Apps 153
 
Providing Solutions with Social CRM 156
 
Driving Desired Behavior with Gamification 160
 
Summary: Mobile Apps, Social CRM, and Gamification 165
 
Epilogue: Getting to WOW! 167
 
What Is a "WOW"? 167
 
Enjoy, Experience, Engage: WOW! 168
 
Are You Ready to WOW? 169
 
Index 171

Product details

• Authors: Hermawa Kartajaya, Hermawan Kartajaya, Kartajaya Hermawan, Phili Kotler, Philip Kotler, Philip Kartajaya Kotler, Kotler Philip, Iwa Setiawan, Iwan Setiawan, Setiawan Iwan
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Hardback
• Released: 31.12.2016
• EAN: 9781119341208
• ISBN: 978-1-119-34120-8
• No. of pages: 208
• Dimensions: 160 mm x 235 mm x 20 mm
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Marketing, strategisches marketing, Business & management, Wirtschaft u. Management, Strategic Marketing