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Marketing 4.0

Moving from Traditional to Digital
BuchGebunden
208 Seiten
Englisch
Wiley & Sonserschienen am03.01.20171. Auflage
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.mehr
Verfügbare Formate
BuchGebunden
EUR27,00
E-BookPDF2 - DRM Adobe / Adobe Ebook ReaderE-Book
EUR17,99
E-BookEPUB2 - DRM Adobe / EPUBE-Book
EUR17,99

Produkt

KlappentextMarketing 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.
Details
ISBN/GTIN978-1-119-34120-8
ProduktartBuch
EinbandartGebunden
Erscheinungsjahr2017
Erscheinungsdatum03.01.2017
Auflage1. Auflage
Seiten208 Seiten
SpracheEnglisch
Gewicht387 g
Artikel-Nr.39414906
Rubriken
GenreWirtschaft

Inhalt/Kritik

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 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 171mehr

Autor

Prof. Philip Kotler lehrt an der Kellogg School of Management, Chicago. Er gilt als renommierter Experte im Bereich Marketing weltweit.Hermawan Kartajaya ist Gründer von MarkPlus, der größten Marketingberatungsfirma Indonesiens.Iwan Setiawan ist Senior Consultant bei MarkPlus.