Marketing 4.0 - by Hermawan Kartajaya & Philip Kotler & Iwan Setiawan (Hardcover)
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<p/><br></br><p><b> Book Synopsis </b></p></br></br><b>Marketing has changed forever--this is what comes next</b> <p><i>Marketing 4.0: Moving from Traditional to Digital</i> 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. <p><i>Marketing 4.0</i> 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. <ul> <li>Discover the <i>new</i> rules of marketing</li> <li>Stand out and create WOW moments</li> <li>Build a loyal and vocal customer base</li> <li>Learn who will shape the future of customer choice</li> </ul> <p>Every 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. <i>Marketing 4.0</i> provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. <i>Marketing 4.0</i> gives you the edge you need to reach them more effectively than ever before.<p/><br></br><p><b> From the Back Cover </b></p></br></br><p>Since <i>Marketing 3.0</i> 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 <i>Marketing 4.0</i> maps out an authoritative approach to taking customers from awareness to advocacy. <p>For 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 <i>advocate</i> 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. <p>Moving 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. <p>This peerless resource guide completely prepares you to leap ahead of the curve without any prior knowledge of analytics or IT by enabling you to: <ul> <li>Gain data-driven insight into the new ways customers are spending and the three driving subcultures: youth, women, and netizens</li> <li>Examine firsthand examples of Marketing 4.0 boosting productivity by engaging customers at every touchpoint along their real-world paths through today's digital marketplace</li> <li>Redefine customer engagement in the digital era, including human-centric marketing, creating customer conversations, and omnichannel strategies</li> </ul> <p>Looking at marketing in an entirely new way may seem overwhelming, but with the easy-to-use framework in <i>Marketing 4.0</i>, you can quickly get down to succeeding at what has always mattered--customer impressions.<p/><br></br><p><b> About the Author </b></p></br></br><p><b>PHILIP KOTLER</b> is the S.C. Johnson & 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 <i>Marketing Management</i>, now in its fifteenth edition. <p><b>HERMAWAN KARTAJAYA</b> is the founder of MarkPlus, Inc., the largest marketing consulting firm in Indonesia. <p><b>IWAN SETIAWAN</b> is COO of MarkPlus, Inc.
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