コトラーのマーケティング5.0:人間のためのテクノロジー<br>Marketing 5.0 : Technology for Humanity

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コトラーのマーケティング5.0:人間のためのテクノロジー
Marketing 5.0 : Technology for Humanity

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  • 製本 Hardcover:ハードカバー版/ページ数 206 p.
  • 言語 ENG
  • 商品コード 9781119668510
  • DDC分類 658.8

Full Description


Rediscover the fundamentals of marketing from the best in the business In Marketing 5.0, the celebrated promoter of the "Four P's of Marketing," Philip Kotler, explains how marketers can use technology to address customers' needs and make a difference in the world. In a new age when marketers are struggling with the digital transformation of business and the changing behavior of customers, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade. Following the pattern presented in his bestselling Marketing X.0 series, Philip Kotler covers the crucial topics necessary to understand modern marketing, including: * Artificial Intelligence for marketing automation * Agile marketing * "Segments of one" marketing * Contextual technology * Facial recognition and voice tech for marketing * The future of Customer Experience (CX) * Transmedia storytelling * The "Whatever-Whenever-Wherever" service delivery * "Everything-As-A-Service" business model * Internet of Things and blockchain for marketing * Virtual and augmented reality marketing * Corporate activism Perfect for traditional and digital marketers, as well as students and teachers of marketing and business, Marketing 5.0 reinvigorates the field of marketing with actionable recommendations and unique insights.

Table of Contents

About The Authors                                  ix
Acknowledgments xi
Part I Introduction 1 (16)
1 Welcome To Marketing 5.0: Technology For 3 (14)
Humanity
Part II Challenges Marketers Face in a 17 (52)
Digital World
2 Generation Gap: Marketing To Baby 19 (16)
Boomers, X, Y, Z, And Alpha
3 Prosperity Polarization: Creating 35 (16)
Inclusivity And Sustainability For Society
4 Digital Divide: Making Tech Personal, 51 (18)
Social, And Experiential
Part III New Strategies For Tech-Empowered 69 (58)
Marketing
5 The Digital-Ready Organization: One 71 (18)
Strategy Doesn't Fit All
6 The Next Tech: It's Time For Human-Like 89 (18)
Technologies To Take Off
7 The New Cx: Machines Are Cool, But Humans 107(20)
Are Warm
Part IV New Tactics Leveraging Marketing Tech 127(68)
8 Data-Driven Marketing: Building A Data 129(14)
Ecosystem For Better Targeting
9 Predictive Marketing: Anticipating Market 143(14)
Demand With Proactive Action
10 Contextual Marketing: Making A 157(12)
Personalized Sense-And-Respond Experience
11 Augmented Marketing: Delivering 169(12)
Tech-Empowered Human Interaction
12 Agile Marketing: Executing Operations At 181(14)
Pace And Scale
Index 195