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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...
