Marketing 5.0 : technology for humanity / Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
Livre
Edité par Wiley - 2021
"Famous for inventing 'The 4 P's of Marketing' Professor Phil Kotler's textbooks have trained generations of marketers in the basics of this challenging discipline. In Marketing 5.0 he explains the greatest problem facing marketers today how to integrate three major movements that are changing global markets and customer behavior: Dramatic advances in technology such as AI, Sensors, and the Internet of Things, which are enabling extreme forms of customer targeting and personalization; Dramatic shifts in customer behavior, such as Whatever-Whenever-Wherever (WWW) and the differences between Generations X, Y, Z, and Alpha; And dramatic shifts in business models such as Everything as a Service, Physical/Digital business models. His solution to integrating these challenging forces is Technology for Humanity--finding ways to use technology to advance Customers' non-material needs, and satisfy material desires in ways that also uplift the human spirit, and honor larger human goals, such as justice and environmental protection. Marketers are struggling to cope with the digital transformation of business and the changing behavior of customers. Marketing 5.0 explains how marketers can use technology to address customers' deepest needs, and make a difference."--
Welcome to marketing 5.0 : technology for humanity. Generation gap : marketing to Baby Boomers, X, Y, Z, and Alpha. Prosperity polarization : creating inclusivity and sustainability for society. Digital divide : making tech personal, social, and experiential. The digital-ready organization : one strategy doesn't fit all. The next tech : it's time for human-like technologies to take off. The new CX : machines are cool, but humans are warm. Data-driven marketing : building a data ecosystem for better targeting. Predictive marketing : anticipating market demand with proactive action. Contextual marketing : making a personalized sense-and-respond experience. Augmented marketing : delivering tech-empowered human interaction. Agile marketing : executing operations at pace and scale.
