{"product_id":"marketing-4-0-9781119341208","title":"Marketing 4.0","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eMarketing has changed forever   this is what comes next   Marketing 4. 0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003ePrologue: From Marketing 3.0 to Marketing 4.0 xv\u003c\/p\u003e \u003cp\u003eAbout the Authors xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Fundamental Trends Shaping Marketing\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Power Shifts to the Connected Customers 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFrom Exclusive to Inclusive 7\u003c\/p\u003e \u003cp\u003eFrom Vertical to Horizontal 10\u003c\/p\u003e \u003cp\u003eFrom Individual to Social 13\u003c\/p\u003e \u003cp\u003eSummary: Horizontal, Inclusive, and Social 14\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 The Paradoxes of Marketing to Connected Customers 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBreaking the Myths of Connectivity 20\u003c\/p\u003e \u003cp\u003eSummary: Marketing amid Paradoxes 28\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 The Influential Digital Subcultures 29\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYouth: Acquiring the Mind Share 32\u003c\/p\u003e \u003cp\u003eWomen: Growing the Market Share 35\u003c\/p\u003e \u003cp\u003eNetizens: Expanding the Heart Share 37\u003c\/p\u003e \u003cp\u003eSummary: Youth, Women, and Netizens 40\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Marketing 4.0 in the Digital Economy 43\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMoving from Traditional to Digital Marketing 47\u003c\/p\u003e \u003cp\u003eIntegrating Traditional and Digital Marketing 52\u003c\/p\u003e \u003cp\u003eSummary: Redefining Marketing in the Digital Economy 53\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II New Frameworks for Marketing in the Digital Economy\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 The New Customer Path 57\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding How People Buy: From Four A’s to Five A’s 60\u003c\/p\u003e \u003cp\u003eDriving from Awareness to Advocacy: The O Zone (O\u003csub\u003e3\u003c\/sub\u003e) 66\u003c\/p\u003e \u003cp\u003eSummary: Aware, Appeal, Ask, Act, and Advocate 69\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Marketing Productivity Metrics 71\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroducing PAR and BAR 74\u003c\/p\u003e \u003cp\u003eDecomposing PAR and BAR 75\u003c\/p\u003e \u003cp\u003eDriving Up Productivity 80\u003c\/p\u003e \u003cp\u003eSummary: Purchase Action Ratio and Brand Advocacy Ratio 90\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Industry Archetypes and Best Practices 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFour Major Industry Archetypes 94\u003c\/p\u003e \u003cp\u003eFour Marketing Best Practices 100\u003c\/p\u003e \u003cp\u003eSummary: Learning from Different Industries 104\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Tactical Marketing Applications in the Digital Economy\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Human-Centric Marketing for Brand Attraction 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding Humans Using Digital Anthropology 110\u003c\/p\u003e \u003cp\u003eBuilding the Six Attributes of Human-Centric Brands 113\u003c\/p\u003e \u003cp\u003eSummary: When Brands Become Humans 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Content Marketing for Brand Curiosity 119\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eContent is the New Ad, #Hashtag is the New Tagline 121\u003c\/p\u003e \u003cp\u003eStep-by-Step Content Marketing 124\u003c\/p\u003e \u003cp\u003eSummary: Creating Conversations with Content 134\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Omnichannel Marketing for Brand Commitment 137\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Rise of Omnichannel Marketing 139\u003c\/p\u003e \u003cp\u003eStep-by-Step Omnichannel Marketing 145\u003c\/p\u003e \u003cp\u003eSummary: Integrating the Best of Online and Offline Channels 149\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Engagement Marketing for Brand Affinity 151\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEnhancing Digital Experiences with Mobile Apps 153\u003c\/p\u003e \u003cp\u003eProviding Solutions with Social CRM 156\u003c\/p\u003e \u003cp\u003eDriving Desired Behavior with Gamification 160\u003c\/p\u003e \u003cp\u003eSummary: Mobile Apps, Social CRM, and Gamification 165\u003c\/p\u003e \u003cp\u003e\u003cb\u003eEpilogue: Getting to WOW! 167\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat is a “WOW”? 167\u003c\/p\u003e \u003cp\u003eEnjoy, Experience, Engage: WOW! 168\u003c\/p\u003e \u003cp\u003eAre You Ready to WOW? 169\u003c\/p\u003e \u003cp\u003eIndex 171\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48866392703319,"sku":"9781119341208","price":17.85,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119341208.jpg?v=1722278434","url":"https:\/\/bookcurl.com\/products\/marketing-4-0-9781119341208","provider":"Book Curl","version":"1.0","type":"link"}