现货 Marketing 4.0 营销革命4.0 “营销之父”菲利普·科特勒新作 精装-so88
现货 Marketing 4.0 营销革命4.0 “营销之父”菲利普·科特勒新作 精装 pdf epub mobi txt 电子书 下载 2022
图书介绍
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店铺: 中国进口图书旗舰店 出版社: Wiley ISBN:9781119341208 商品编码:16883643765 页数:208
基本信息
- 出版社: Wiley; 1 (2016年12月5日)
- 精装: 208页
- 语种: 英语
- ISBN: 1119341205
- 条形码: 9781119341208
- 商品尺寸: 17 x 4.3 x 24.1 cm
商品描述
作者简介
PHILIP KOTLER 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 Marketing Management, now in its fifteenth edition.
HERMAWAN KARTAJAYA is the founder of MarkPlus, Inc., the largest marketing consulting firm in Indonesia.
IWAN SETIAWAN is COO of MarkPlus, Inc.
目录
Acknowledgments xiii
Prologue: From Marketing 3.0 to Marketing 4.0 xv
About the Authors xix
Part I FUNDAMENTAL TRENDS SHAPING MARKETING
1 Power Shifts to the Connected Customers 3
From Exclusive to Inclusive 7
From Vertical to Horizontal 10
From Individual to Social 13
Summary: Horizontal, Inclusive, and Social 14
2 The Paradoxes of Marketing to Connected Customers 17
Breaking the Myths of Connectivity 20
Summary: Marketing amid Paradoxes 28
3 The Influential Digital Subcultures 29
Youth: Acquiring the Mind Share 32
Women: Growing the Market Share 35
Netizens: Expanding the Heart Share 37
Summary: Youth, Women, and Netizens 40
4 Marketing 4.0 in the Digital Economy 43
Moving from Traditional to Digital Marketing 47
Integrating Traditional and Digital Marketing 52
Summary: Redefining Marketing in the
Digital Economy 53
Part II NEW FRAMEWORKS FOR MARKETING IN THE DIGITAL ECONOMY
5 The New Customer Path 57
Understanding How People Buy: From Four A’s to Five A’s 60
Driving from Awareness to Advocacy: The O Zone (O3) 66
Summary: Aware, Appeal, Ask, Act, and Advocate 69
6 Marketing Productivity Metrics 71
Introducing PAR and BAR 74
Decomposing PAR and BAR 75
Driving Up Productivity 80
Summary: Purchase Action Ratio and Brand Advocacy Ratio 90
7 Industry Archetypes and Best Practices 91
Four Major Industry Archetypes 94
Four Marketing Best Practices 100
Summary: Learning from Different Industries 104
Part III TACTICAL MARKETING APPLICATIONS IN THE DIGITAL ECONOMY
8 Human-Centric Marketing for Brand Attraction 107
Understanding Humans Using Digital Anthropology 110
Building the Six Attributes of Human-Centric Brands 113
Summary: When Brands Become Humans 118