Description

Book Synopsis


Table of Contents

About the Authors ix

Acknowledgments xi

Part I Introduction 1

1 Welcome to Marketing 5.0: Technology for Humanity 3

Part II Challenges Marketers Face in a Digital World 17

2 Generation Gap: Marketing to Baby Boomers, X, Y, Z, and Alpha 19

3 Prosperity Polarization: Creating Inclusivity and Sustainability for Society 35

4 Digital Divide: Making Tech Personal, Social, and Experiential 51

Part III New Strategies For Tech-Empowered Marketing 69

5 The Digital-Ready Organization: One Strategy Doesn’t Fit All 71

6 The Next Tech: It’s Time for Human-Like Technologies to Take Off 89

7 The New CX: Machines Are Cool, but Humans Are Warm 107

Part IV New Tactics Leveraging Marketing Tech 127

8 Data-Driven Marketing: Building a Data Ecosystem for Better Targeting 129

9 Predictive Marketing: Anticipating Market Demand with Proactive Action 143

10 Contextual Marketing: Making a Personalized Sense-and-Respond Experience 157

11 Augmented Marketing: Delivering Tech-Empowered Human Interaction 169

12 Agile Marketing: Executing Operations at Pace and Scale 181

Index 195

Marketing 5.0

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    A Hardback by Philip Kotler, Hermawan Kartajaya, Iwan Setiawan

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      Book details

      Publisher John Wiley & Sons Inc
      Published 1 April 2021
      ISBN-13 9781119668510
      978-1119668510
      ISBN-10 1119668514
      Also in:
      Business, Finance & Law Accounting

      Description

      Book Synopsis


      Table of Contents

      About the Authors ix

      Acknowledgments xi

      Part I Introduction 1

      1 Welcome to Marketing 5.0: Technology for Humanity 3

      Part II Challenges Marketers Face in a Digital World 17

      2 Generation Gap: Marketing to Baby Boomers, X, Y, Z, and Alpha 19

      3 Prosperity Polarization: Creating Inclusivity and Sustainability for Society 35

      4 Digital Divide: Making Tech Personal, Social, and Experiential 51

      Part III New Strategies For Tech-Empowered Marketing 69

      5 The Digital-Ready Organization: One Strategy Doesn’t Fit All 71

      6 The Next Tech: It’s Time for Human-Like Technologies to Take Off 89

      7 The New CX: Machines Are Cool, but Humans Are Warm 107

      Part IV New Tactics Leveraging Marketing Tech 127

      8 Data-Driven Marketing: Building a Data Ecosystem for Better Targeting 129

      9 Predictive Marketing: Anticipating Market Demand with Proactive Action 143

      10 Contextual Marketing: Making a Personalized Sense-and-Respond Experience 157

      11 Augmented Marketing: Delivering Tech-Empowered Human Interaction 169

      12 Agile Marketing: Executing Operations at Pace and Scale 181

      Index 195

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