Verfügbarkeit: Marketing 4.0 | Technische Universität München

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Bibliographische Detailangaben
Beteiligte Personen:	Kotler, Philip 1931- (VerfasserIn), Kartajaya, Hermawan 1947- (VerfasserIn), Setiawan, Iwan (VerfasserIn)
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	Hoboken, New Jersey Wiley [2017]
Schlagwörter:	Marketing Internet marketing Zukunft Online-Marketing Digitale Revolution Electronic Commerce
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029401752&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029401752&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA
Umfang:	xix, 184 Seiten Diagramme
ISBN:	9781119341208

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Datensatz im Suchindex

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adam_text	CONTENTS Acknowledgments xiii Prologue: From Marketing 3.0 to Marketing 4,0 xv About the Authors xix FUNDAMENTAL TRENDS SHAPING MARKETING Power Shifts to the Connected Customers 3 From Excltisive to Inclusive 7 From Vertical to Horizontal 10 From Individual to Social 13 Summary: Horizontal, Inclusive, and Social 14 The Paradoxes of Marketing to Connected Customers 17 Breaking the Myths of Connectivity 20 Summary: Marketing amid Paradoxes 28 The Infltiential Digital Subctdtures 29 Youth: Acquiring the Mind Share 32 Women: Growing the Market Share 35 CONTENTS Netizens: Expanding the Heart Share 37 Summary: Youth9 Women, and Netizens 40 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 NEW FRAMEWORKS FOR MARKETING IN THE DIGITAL ECONOMY The Neio Customer Path 57 Understanding How People Buy: From Four A’s toFiveAys 60 Driving from Awareness to Advocacy: The O Zone (Ofi 66 Summary: Aware, Appeal, Ask, Act, and Advocate 69 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 Industry Archetypes and Best Practices 91 Four Major Industry Archetypes 94 Four Marketing Best Practices 100 Summary: Learning from Different Industries 104 Contents Part 11 8 9 10 11 TACTICAL MARKETING APPLICATIONS IN THE DIGITAL ECONOMY Human-Centric Marketing for Brand Attraction Understanding Humans Using Digital Anthropology Building the Six Attributes of Human-Centric Brands Summary: When Brands Become Humans 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 Omnichannel Marketing for Brand Commitment The Rise of Omnichannel Marketing Step-by-Step Omnichannel Marketing Summary: Integrating the Best of Online and Offline Channels 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 VCOW! What Is a “WOW’? Enjoy, Experience, Engage: WOW! Are You Ready to WOW? 107 110 113 118 119 121 124 134 137 139 145 149 151 153 156 160 165 167 167 168 169 Index 171 Since Marketing 3 inspired the world to embrace and explore human-centric marketing, pioneers in the field have applied advanced technologies to open new insights into who our customers are and how they make decisions. The valuable paradox of big data analytics is it can create more personalized products and personal services, and Marketing 4.0 maps out an authoritative approach to taking customers from awareness to advocacy. For this highly anticipated guide, the father of modern marketing Philip Kotler rejoins thought leaders Hermawan Kartajaya and I wan Setiawan from MarkPlus, Inc. to share tangible ways marketers can influence people on varied paths along the cus- tomer journey. In fact, the traditional path to purchase (aware, appeal, ask, and act) is expanded to include advocate because the opinions of our family and friends have enormous impact on buying decisions — and fully updated coverage walks you through how it happens, the ways to encourage it, and strategies for growing one customized experience at a time using powerful metrics and innovative best practices. Moving from a traditional to digital market- ing mindset comes easy with the practical advice and intuitive explanations you can use and benefit from the very first day. Chapter summaries highlight covered topics to enable this guidebook to double as an everyday reference, and reflection questions jumpstart your personal discov- ery as well as focus meeting discussions when it comes time to bring the entire organization onboard. This peerless resource guide completely prepares you to leap ahead of the curve without any prior knowledge of analytics or IT by enabling you to: • Gain data-driven insight into the new ways customers are spending and the three driving subcultures: youth, women, and netizens • Examine firsthand examples of Marketing 4.0 boosting productivity by engaging customers at every touchpoint along their real-world paths through today’s digital marketplace • Redefine customer engagement in the digital era, including human-centric marketing, creating customer conver- sations, and omnichannel strategies Looking at marketing in an entirely new way may seem overwhelming, but with the easy- to-use framework in Marketing 4.0, you can quickly get down to succeeding at what has always mattered—customer impressions.
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spellingShingle	Kotler, Philip 1931- Kartajaya, Hermawan 1947- Setiawan, Iwan Marketing 4.0 moving from traditional to digital Marketing Internet marketing Zukunft (DE-588)4068097-6 gnd Online-Marketing (DE-588)7706419-7 gnd Marketing (DE-588)4037589-4 gnd Digitale Revolution (DE-588)7854804-4 gnd Electronic Commerce (DE-588)4592128-3 gnd
subject_GND	(DE-588)4068097-6 (DE-588)7706419-7 (DE-588)4037589-4 (DE-588)7854804-4 (DE-588)4592128-3
title	Marketing 4.0 moving from traditional to digital
title_auth	Marketing 4.0 moving from traditional to digital
title_exact_search	Marketing 4.0 moving from traditional to digital
title_full	Marketing 4.0 moving from traditional to digital Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
title_fullStr	Marketing 4.0 moving from traditional to digital Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
title_full_unstemmed	Marketing 4.0 moving from traditional to digital Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
title_short	Marketing 4.0
title_sort	marketing 4 0 moving from traditional to digital
title_sub	moving from traditional to digital
topic	Marketing Internet marketing Zukunft (DE-588)4068097-6 gnd Online-Marketing (DE-588)7706419-7 gnd Marketing (DE-588)4037589-4 gnd Digitale Revolution (DE-588)7854804-4 gnd Electronic Commerce (DE-588)4592128-3 gnd
topic_facet	Marketing Internet marketing Zukunft Online-Marketing Digitale Revolution Electronic Commerce
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