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Marketing 4.0 : moving from traditional to digital / Philip Kotler, Hermawan Kartajaya, Iwan Setiawan.

By: Kotler, Philip.
Contributor(s): Kartajaya, Hermawan, 1947- | Setiawan, Iwan.
Material type: materialTypeLabelBookCall no.: HF5415 .K5988 2017Publication: Hoboken, New Jersey : Wiley, c2017Description: xix, 184 p.Notes: Includes index.ISBN: 9781119341208 (cloth); 1119341205 (cloth).Other title: Marketing four point zero.Subject(s): Marketing | Internet marketing
Contents:
Fundamental trends shaping marketing. Power shifts to the connected customers -- The paradoxes of marketing to connected customers -- The influential digital subcultures -- Marketing 4.0 in the digital economy -- New frameworks for marketing in the digital economy. The new customer path -- Marketing productivity metrics -- Industry archetypes and best practices -- Tactical marketing applications in the digital economy. Human-centric marketing for brand attraction -- Content marketing for brand curiosity -- Omnichannel marketing for brand commitment -- Engagement marketing for brand affinity -- Epilogue: Getting WOW!
List(s) this item appears in: New Books 2017-07 (Foreign)
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Book Book Professor Sangvian Indaravijaya Library
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General Books HF5415 .K5988 2017 (See Similar Items) Checked out 31/01/2020 31379015454391

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Includes index.

Fundamental trends shaping marketing. Power shifts to the connected customers -- The paradoxes of marketing to connected customers -- The influential digital subcultures -- Marketing 4.0 in the digital economy -- New frameworks for marketing in the digital economy. The new customer path -- Marketing productivity metrics -- Industry archetypes and best practices -- Tactical marketing applications in the digital economy. Human-centric marketing for brand attraction -- Content marketing for brand curiosity -- Omnichannel marketing for brand commitment -- Engagement marketing for brand affinity -- Epilogue: Getting WOW!

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