Marketing 4.0 : moving from traditional to digital /

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Since Marketing 3.0 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 that it can create more personali...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Kotler, Philip (Autor), Kartajaya, Hermawan, 1947- (Autor), Setiawan, Iwan (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken, New Jersey : John Wiley & Sons, Inc., [2017]
Temas:
Marketing.
Internet marketing.
Marketing sur Internet.
marketing.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Internet marketing
Marketing
Electronic Commerce
Industrie 4.0
Online-Marketing
Technischer Fortschritt
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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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