{"product_id":"marketing-4-0-isbn-9781119341208","title":"Marketing 4.0","description":"\u003cb\u003eMarketing has changed forever—this is what comes next\u003c\/b\u003e \u003cp\u003e\u003ci\u003eMarketing 4.0: Moving from Traditional to Digital\u003c\/i\u003e 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. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eMarketing 4.0\u003c\/i\u003e 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. \u003c\/p\u003e\u003cul\u003e \u003cli\u003eDiscover the \u003ci\u003enew\u003c\/i\u003e rules of marketing\u003c\/li\u003e \u003cli\u003eStand out and create WOW moments\u003c\/li\u003e \u003cli\u003eBuild a loyal and vocal customer base\u003c\/li\u003e \u003cli\u003eLearn who will shape the future of customer choice\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eEvery 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. \u003ci\u003eMarketing 4.0\u003c\/i\u003e provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. \u003ci\u003eMarketing 4.0\u003c\/i\u003e gives you the edge you need to reach them more effectively than ever before. \u003c\/p\u003e\u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003ePrologue: From Marketing 3.0 to Marketing 4.0 xv\u003c\/p\u003e \u003cp\u003eAbout the Authors xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Fundamental Trends Shaping Marketing\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Power Shifts to the Connected Customers 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFrom Exclusive to Inclusive 7\u003c\/p\u003e \u003cp\u003eFrom Vertical to Horizontal 10\u003c\/p\u003e \u003cp\u003eFrom Individual to Social 13\u003c\/p\u003e \u003cp\u003eSummary: Horizontal, Inclusive, and Social 14\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 The Paradoxes of Marketing to Connected Customers 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBreaking the Myths of Connectivity 20\u003c\/p\u003e \u003cp\u003eSummary: Marketing amid Paradoxes 28\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 The Influential Digital Subcultures 29\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYouth: Acquiring the Mind Share 32\u003c\/p\u003e \u003cp\u003eWomen: Growing the Market Share 35\u003c\/p\u003e \u003cp\u003eNetizens: Expanding the Heart Share 37\u003c\/p\u003e \u003cp\u003eSummary: Youth, Women, and Netizens 40\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Marketing 4.0 in the Digital Economy 43\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMoving from Traditional to Digital Marketing 47\u003c\/p\u003e \u003cp\u003eIntegrating Traditional and Digital Marketing 52\u003c\/p\u003e \u003cp\u003eSummary: Redefining Marketing in the Digital Economy 53\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II New Frameworks for Marketing in the Digital Economy\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 The New Customer Path 57\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding How People Buy: From Four A’s to Five A’s 60\u003c\/p\u003e \u003cp\u003eDriving from Awareness to Advocacy: The O Zone (O\u003csub\u003e3\u003c\/sub\u003e) 66\u003c\/p\u003e \u003cp\u003eSummary: Aware, Appeal, Ask, Act, and Advocate 69\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Marketing Productivity Metrics 71\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroducing PAR and BAR 74\u003c\/p\u003e \u003cp\u003eDecomposing PAR and BAR 75\u003c\/p\u003e \u003cp\u003eDriving Up Productivity 80\u003c\/p\u003e \u003cp\u003eSummary: Purchase Action Ratio and Brand Advocacy Ratio 90\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Industry Archetypes and Best Practices 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFour Major Industry Archetypes 94\u003c\/p\u003e \u003cp\u003eFour Marketing Best Practices 100\u003c\/p\u003e \u003cp\u003eSummary: Learning from Different Industries 104\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Tactical Marketing Applications in the Digital Economy\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Human-Centric Marketing for Brand Attraction 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding Humans Using Digital Anthropology 110\u003c\/p\u003e \u003cp\u003eBuilding the Six Attributes of Human-Centric Brands 113\u003c\/p\u003e \u003cp\u003eSummary: When Brands Become Humans 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Content Marketing for Brand Curiosity 119\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eContent is the New Ad, #Hashtag is the New Tagline 121\u003c\/p\u003e \u003cp\u003eStep-by-Step Content Marketing 124\u003c\/p\u003e \u003cp\u003eSummary: Creating Conversations with Content 134\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Omnichannel Marketing for Brand Commitment 137\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Rise of Omnichannel Marketing 139\u003c\/p\u003e \u003cp\u003eStep-by-Step Omnichannel Marketing 145\u003c\/p\u003e \u003cp\u003eSummary: Integrating the Best of Online and Offline Channels 149\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Engagement Marketing for Brand Affinity 151\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEnhancing Digital Experiences with Mobile Apps 153\u003c\/p\u003e \u003cp\u003eProviding Solutions with Social CRM 156\u003c\/p\u003e \u003cp\u003eDriving Desired Behavior with Gamification 160\u003c\/p\u003e \u003cp\u003eSummary: Mobile Apps, Social CRM, and Gamification 165\u003c\/p\u003e \u003cp\u003e\u003cb\u003eEpilogue: Getting to WOW! 167\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat is a “WOW”? 167\u003c\/p\u003e \u003cp\u003eEnjoy, Experience, Engage: WOW! 168\u003c\/p\u003e \u003cp\u003eAre You Ready to WOW? 169\u003c\/p\u003e \u003cp\u003eIndex 171\u003c\/p\u003e   \u003cp\u003e\u003cb\u003ePHILIP KOTLER\u003c\/b\u003e is the S.C. Johnson \u0026amp; Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is author of more than fifty books, including the globally popular \u003ci\u003eMarketing Management\u003c\/i\u003e, now in its fifteenth edition. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eHERMAWAN KARTAJAYA\u003c\/b\u003e is the founder of MarkPlus, Inc., the largest marketing consulting firm in Indonesia. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eIWAN SETIAWAN\u003c\/b\u003e is COO of MarkPlus, Inc.     \u003c\/p\u003e\u003cp\u003eSince \u003ci\u003eMarketing 3.0\u003c\/i\u003e 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 \u003ci\u003eMarketing 4.0\u003c\/i\u003e maps out an authoritative approach to taking customers from awareness to advocacy.  \u003c\/p\u003e\u003cp\u003eFor this highly anticipated guide, the father of modern marketing Philip Kotler rejoins thought leaders Hermawan Kartajaya and Iwan Setiawan from MarkPlus, Inc. to share tangible ways marketers can influence people on varied paths along the customer journey. In fact, the traditional path to purchase (aware, appeal, ask, and act) is expanded to include \u003ci\u003eadvocate\u003c\/i\u003e 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.  \u003c\/p\u003e\u003cp\u003eMoving from a traditional to digital marketing 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 discovery as well as focus meeting discussions when it comes time to bring the entire organization onboard.  \u003c\/p\u003e\u003cp\u003eThis peerless resource guide completely prepares you to leap ahead of the curve without any prior knowledge of analytics or IT by enabling you to: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eGain data-driven insight into the new ways customers are spending and the three driving subcultures: youth, women, and netizens\u003c\/li\u003e \u003cli\u003eExamine firsthand examples of Marketing 4.0 boosting productivity by engaging customers at every touchpoint along their real-world paths through today's digital marketplace\u003c\/li\u003e \u003cli\u003eRedefine customer engagement in the digital era, including human-centric marketing, creating customer conversations, and omnichannel strategies\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eLooking at marketing in an entirely new way may seem overwhelming, but with the easy-to-use framework in \u003ci\u003eMarketing 4.0\u003c\/i\u003e, you can quickly get down to succeeding at what has always mattered—customer impressions.     \u003c\/p\u003e\u003cp\u003e\u003cb\u003ePraise for MARKETING 4.0\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003e\"The technology world moves so quickly today that each change accelerates the next. It's critical in such an environment to have a baseline and point of reference to help marketers find their way forward. \u003ci\u003eMarketing 4.0\u003c\/i\u003e puts a new scholarship stake in the ground and will be the starting point and an invaluable resource for everyone trying to invent and understand the digital and mobile future.\"\u003cbr\u003e \u003cb\u003e— Howard Tullman,\u003c\/b\u003e CEO, Chicagoland Entrepreneurial Center\/1871  \u003c\/p\u003e\u003cp\u003e\"The Internet and IT radically change marketing. This book is the eye-opener for marketing in the new era.\"\u003cbr\u003e \u003cb\u003e— Hermann Simon,\u003c\/b\u003e Founder and Chairman, Simon-Kucher \u0026amp; Partners  \u003c\/p\u003e\u003cp\u003e\"No one has a finger on the pulse of marketing like Phil Kotler. His ability to identify and interpret new marketing trends and developments is truly astounding. Once again, with \u003ci\u003eMarketing 4.0,\u003c\/i\u003e Kotler and his co-authors help to blaze a new trail to marketing success. This is definitely the one marketing book you HAVE to read this year.\"\u003cbr\u003e \u003cb\u003e— Kevin Lane Keller,\u003c\/b\u003e E.B. Osborn Professor of Marketing, Tuck School of Business  \u003c\/p\u003e\u003cp\u003e\"A terrific guide to the transformations that are already coming over the horizon to challenge marketing practice. Perplexed marketers will learn how to navigate the power shifts and possibilities of digital connectivity and turn them into advantages.\"\u003cbr\u003e \u003cb\u003e— George S. Day,\u003c\/b\u003e Geoffrey T. Boisi Professor Emeritus, Wharton School of the University of Pennsylvania\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989574566117,"sku":"NP9781119341208","price":27.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119341208.jpg?v=1761784657","url":"https:\/\/k12savings.com\/es\/products\/marketing-4-0-isbn-9781119341208","provider":"K12savings","version":"1.0","type":"link"}