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Marketing 4.0

Moving from Traditional to Digital

Gebonden Engels 2017 9781119341208
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Samenvatting

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. Written by the world's leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brand—and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace's shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow's consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today.

Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world-class insight you need to make it happen.

-Discover the new rules of marketing
-Stand out and create WOW moments
-Build a loyal and vocal customer base
-Learn who will shape the future of customer choice

Every few years brings a "new" marketing movement, but experienced marketers know that this time its different; it's not just the rules that have changed, it's the customers themselves. Marketing 4.0 provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before.

Specificaties

ISBN13:9781119341208
Rubriek:Marketing
Taal:Engels
Bindwijze:gebonden
Aantal pagina's:208
Druk:1
Verschijningsdatum:3-1-2017

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Zeer goed Goed Voldoende Matig Slecht

Over Philip Kotler

Philip Kotler is bijzonder hoogleraar internationale Marketing aan de Kellogg Graduate School of Management van de Northwestern University in Chicago. Hij is auteur en coauteur van onder andere 'Social Marketing', 'Marketing Places', 'The Marketing of Nations' en 'Marketing Management', dat door de Financial Times wordt gerekend tot de 50 beste bedrijfskundige boeken. Kotler was de eerste die is verkozen als Leader in Marketing Thought door de leden van de American Marketing Association. Tevens heeft Kotler belangrijke prijzen toegekend gekregen, zoals de Paul D. Converse Award, De Steuart Henderson Britt Award, de Distinguished Marketing Educator Award, de Prize for Marketin Excellence, de Charles Coolidge Parling Marketing Award en de Marketing Educator of the Year Award. Kotler bezit tevens een ere-doctoraat aan de universiteiten van Stockholm, Zürich en aan de School of Economics in Athene en Krakau.

Andere boeken door Philip Kotler

Over Hermawan Kartajaya

Hermawan Kartajaya is oprichter en executive chairman van MarkPlus, Inc., en een van de ‘50 Goeroes die de toekomst van marketing hebben vormgegeven’, volgens het Chartered Institute of Marketing, Verenigd Koninkrijk. Ook ontving Hermawan de Distinguished Global Leadership Award van de Pan-Pacific Business Association aan de Universiteit van Nebraska-Lincoln. Hij is de huidige president van de Asia Council for Small Business – een regionale raad van ondernemingen en afdelingen van de International Council for Small Business – en medeoprichter van de Asia Marketing Federation.

Andere boeken door Hermawan Kartajaya

Over Iwan Setiawan

Iwan Setiawan is chief operating officer van MarkPlus, Inc. (www.markplusinc.com), waar hij bedrijven helpt met het ontwerpen van hun marketingstrategieën. Hij is een regelmatig schrijver en spreker en tevens hoofdredacteur van Marketeers (www.marketeers.com). Iwan behaalde een MBA aan de Kellogg School of Management van Northwestern University en een BEng aan de University of Indonesia.

Andere boeken door Iwan Setiawan

Inhoudsopgave

Acknowledgments
Prologue: From Marketing 3.0 to Marketing 4.0
About the Authors

Part I FUNDAMENTAL TRENDS SHAPING MARKETING

1 Power Shifts to the Connected Customers
From Exclusive to Inclusive
From Vertical to Horizontal
From Individual to Social
Summary: Horizontal, Inclusive, and Social

2 The Paradoxes of Marketing to Connected Customers
Breaking the Myths of Connectivity
Summary: Marketing amid Paradoxes

3 The Influential Digital Subcultures
Youth: Acquiring the Mind Share
Women: Growing the Market Share
Netizens: Expanding the Heart Share
Summary: Youth, Women, and Netizens

4 Marketing 4.0 in the Digital Economy
Moving from Traditional to Digital Marketing
Integrating Traditional and Digital Marketing
Summary: Redefining Marketing in the Digital Economy

Part II NEW FRAMEWORKS FOR MARKETING IN THE DIGITAL ECONOMY

5 The New Customer Path
Understanding How People Buy: From Four A's to Five A's
Driving from Awareness to Advocacy: The O Zone (O3)
Summary: Aware, Appeal, Ask, Act, and Advocate

6 Marketing Productivity Metrics
Introducing PAR and BAR
Decomposing PAR and BAR
Driving Up Productivity
Summary: Purchase Action Ratio and Brand Advocacy Ratio

7 Industry Archetypes and Best Practices
Four Major Industry Archetypes
Four Marketing Best Practices
Summary: Learning from Different Industries

Part III TACTICAL MARKETING APPLICATIONS IN THE DIGITAL ECONOMY

8 Human–Centric Marketing for Brand Attraction
Understanding Humans Using Digital Anthropology
Building the Six Attributes of Human–Centric Brands
Summary: When Brands Become Humans

9 Content Marketing for Brand Curiosity
Content Is the New Ad, #Hashtag Is the New Tagline
Step–by–Step Content Marketing
Summary: Creating Conversations with Content

10 Omnichannel Marketing for Brand Commitment
The Rise of Omnichannel Marketing
Step–by–Step Omnichannel Marketing
Summary: Integrating the Best of Online and Offline Channels

11 Engagement Marketing for Brand Affinity
Enhancing Digital Experiences with Mobile Apps
Providing Solutions with Social CRM
Driving Desired Behavior with Gamification
Summary: Mobile Apps, Social CRM, and Gamification

Epilogue: Getting to WOW!
What Is a "WOW"?
Enjoy, Experience, Engage: WOW!
Are You Ready to WOW?
Index

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