Philip Kotler, Hermawan Kartajaya, Iwan Setyawan | "Marketing 4.0"
- Moving from Traditional to DigitalCopyright: © 2017 by Philip Kotler, Hermawan Kartajaya, Iwan SetyawanMarketing 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.
"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. Marketing 4.0 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." - Howard Tullman, CEO, Chicagoland Entrepreneurial Center/1871
"The Internet and IT radically change marketing. This book is the eye-opener for marketing in the new era." - Hermann Simon, Founder and Chairman, Simon-Kucher & Partners- Language: English
- Dimensions: 16 х 24 cm
- Pages: 208
- Cover: softcover
- First published: 2016
- This edition published: 2017
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