Verfügbarkeit: Marketing 5.0 | 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 [2021]
Schlagwörter:	Geschäftsmodell Technischer Fortschritt Verbraucherverhalten Marketing
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032611658&sequence=000001&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=032611658&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA
Umfang:	xi, 206 Seiten Illustrationen, Diagramme
ISBN:	9781119668510

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adam_text	Contents ABOUT THE AUTHORS ACKNOWLEDGMENTS Part 1 1 4 9 10 11 12 Challenges Marketers Face in a Digital World 17 New Strategies For Tech-Empowered Marketing 69 The Digital-Ready Organization: One Strategy Doesn’t Fit All 71 The Next Tech: It’s Time for Human-Like Technologies to Take Off 89 The New CX: Machines Are Cool, but Humans Are Warm 107 Part IV 8 1 Generation Gap: Marketing to Baby Boomers, X, Y, Z, and Alpha 19 Prosperity Polarization: Creating Inclusivity and Sustainability for Society 35 Digital Divide: Making Tech Personal, Social, and Experiential 51 Part III 5 6 7 Introduction Welcome to Marketing 5.0: Technology for Humanity 3 Part II 2 3 IX ХІ New Tactics Leveraging Marketing Tech 127 Data-Driven Marketing: Building a Data Ecosystem for Better Targeting 129 Predictive Marketing: Anticipating Market Demand with Proactive Action 143 Contextual Marketing: Making a Personalized Sense-and-Respond Experience 157 Augmented Marketing: Delivering Tech-Empowered Human Interaction 169 Agile Marketing: Executing Operations at Pace and Scale 181 INDEX 195 vii // rom the promoter of The 4 P s of Marketing, Marketing 5.0: Technology for Humanity is the latest update in the seminal work of Dr. Philip Kotler, a renowned authority on international marketing. In this book, Dr. Kotler— along with Hermawan Kartajaya and Iwan Setiawan—integrates the major movements facing marketers today: dramatic technological advances, changes in customer behavior, and shifts in accepted business models. F Marketing 5.0 describes, in practical and accessible detail, how these three fundamental changes in markets, business and technology require firms to conquer new and formidable challenges as they strive to bring their products and services to market. The authors focus on the idea of Technology for Humanity and finding ways to use technology to advance customers non-material needs. Written in three parts, the book begins with an analysis of how generational changes have created a new kind of customer behavior and how to overcome the differences that divide the public, including economic inequality and political strife, to effectively reach your entire market. Part Two details the new strategic directions being taken by businesses around the world and how to address the new business models that define the modern environment. Finally, Part Three explores the reality of rapid technological development in areas like artificial intelligence, the ubiquity of sensors, augmented and virtual reality, and the Internet of Things. Perfect for Chief Marketing Officers, managers, leaders, and employees in marketing departments of organizations of all sizes, Marketing 5.0 is also an indispensable resource for anyone involved in a small or medium-sized business that seeks to improve its marketing capabilities.
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spellingShingle	Kotler, Philip 1931- Kartajaya, Hermawan 1947- Setiawan, Iwan Marketing 5.0 technology for humanity Geschäftsmodell (DE-588)7737985-8 gnd Technischer Fortschritt (DE-588)4059252-2 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Marketing (DE-588)4037589-4 gnd
subject_GND	(DE-588)7737985-8 (DE-588)4059252-2 (DE-588)4062644-1 (DE-588)4037589-4
title	Marketing 5.0 technology for humanity
title_auth	Marketing 5.0 technology for humanity
title_exact_search	Marketing 5.0 technology for humanity
title_full	Marketing 5.0 technology for humanity Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
title_fullStr	Marketing 5.0 technology for humanity Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
title_full_unstemmed	Marketing 5.0 technology for humanity Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
title_short	Marketing 5.0
title_sort	marketing 5 0 technology for humanity
title_sub	technology for humanity
topic	Geschäftsmodell (DE-588)7737985-8 gnd Technischer Fortschritt (DE-588)4059252-2 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Marketing (DE-588)4037589-4 gnd
topic_facet	Geschäftsmodell Technischer Fortschritt Verbraucherverhalten Marketing
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