コトラーのマーケティング7.0：ＡＩ時代の思考するマーケターのためのガイド<br>Marketing 7.0 : A Guide for Thinking Marketers in the Age of AI

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コトラーのマーケティング7.0：ＡＩ時代の思考するマーケターのためのガイド
Marketing 7.0 : A Guide for Thinking Marketers in the Age of AI

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  • 製本 Hardcover:ハードカバー版／ページ数 240 p.
  • 言語 ENG
  • 商品コード 9781394329861

Full Description

Level up your marketing strategy by understanding how the human mind works in the age of artificial intelligence (AI)

Marketing 7.0 explores mind-centric marketing, a new approach that shifts the focus from AI-driven performance optimization to understanding how people think, connect, and buy. With the insights in this book, readers will be prepared to engage a new breed of consumers: the augmented human.

Written by Philip Kotler, one of the world's leading authorities on marketing, together with Hermawan Kartajaya and Iwan Setiawan from the leading marketing consulting firm MCorp, this book discusses ideas such as:



Why digitalization, AI, and immersive technology unlock the consumer mind
How performance marketing and AI obsessions kill authenticity
How to extract customer insights to design brand storytelling, value propositions, selling approaches, and customer experiences

Marketing 7.0 earns a well-deserved spot on the bookshelves of executives, business leaders, and marketers alike as a guide to marketing in the age of AI.

Contents

Part 1 The Path to the Human Mind 1

1 The Path to Marketing 7.0: Why Social Media, Artificial Intelligence, and Immersive Tech Unlock the Human Mind 3

2 The Threats of Artificial General Intelligence: Why Minds and Machines Must Coexist for Better Marketing 25

3 The Pitfalls of Marketing in the Digital World: Why Performance and AI Obsessions Kill Authenticity 45

4 The Challenges of Engaging Augmented Humans: Why Filtering, Fragmentation, and Frugality Define the New Market 65

Part 2 The Keys to Unlocking the Human Mind 87

5 The Mind- Centric Marketing: A Guide for Thinking Marketers in the Age of AI 89

6 The Cognitive Mapping: Observing the Human Mind in Action to Extract Deep Customer Insights 109

Part 3 Essential Marketing Stimuli for Engaging the Human Mind 131

7 Brand Storytelling: Leveraging Three Storytelling Paths into the Customer's Mind 133

8 Value Proposition: Tapping into Human Biases to Guide Mental Trade- Offs 153

9 Selling Approach: Building Trust to Convert with Confidence 173

10 Customer Experience: Designing Memorable Moments to Inspire Advocacy 195

Appendix Key Elements of Marketing: The Relevant Frameworks Behind the Core Models of Marketing 7.0 215

Acknowledgments 225

About the Authors 227

Index 229