Marketing 4.0

Informationen zum Autor 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. Klappentext Marketing has changed forever--this is what comes nextMarketing 4.0: Moving from Traditional to Digital 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.Marketing 4.0 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. Discover the new rules of marketing Stand out and create WOW moments Build a loyal and vocal customer base Learn who will shape the future of customer choiceEvery 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. Marketing 4.0 provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before. Zusammenfassung Marketing 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. Inhaltsverzeichnis Acknowledgments xiiiPrologue: From Marketing 3.0 to Marketing 4.0 xvAbout the Authors xixPart I FUNDAMENTAL TRENDS SHAPING MARKETING1 Power Shifts to the Connected Customers 3From Exclusive to Inclusive 7From Vertical to Horizontal 10From Individual to Social 13Summary: Horizontal, Inclusive, and Social 142 The Paradoxes of Marketing to Connected Customers 17Breaking the Myths of Connectivity 20Summary: Marketing amid Paradoxes 283 The Influential Digital Subcultures 29Youth: Acquiring the Mind Share 32Women: Growing the Market Share 35Netizens: Expanding the Heart Share 37Summary: Youth, Women, and Netizens 404 Marketing 4.0 in the Digital Economy 43Moving from Traditional to Digital Marketing 47Integrating Traditional and Digital Marketing 52Summary: Redefining Marketing in theDigital Economy 53Part II NEW FRAMEWORKS FOR MARKETING IN THE DIGITAL ECONOMY5 The New Customer Path 57Understanding How People Buy: From Four A's to Five A's 60Driving from Awareness to Advocacy: The O Zone (O3) 66Summary: Aware, Appeal, Ask, Act, and Advocate 696 Marketing Productivity Metrics 71Introducing PAR and BAR 74Decomposing PAR and BAR 75Driving Up Productivity 80Summary: Purchase Action Ratio and Brand Advocacy Ratio 907 Industry Archetypes and Best Practices 91Four Major Industry Archetypes 94Four Marketing Best Practices 100Summary: Learning from Different Industries 104Part III TACTICAL MARKE...

Auteur

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.

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Praise for MARKETING 4.0 "The technology world moves so quickly today that each change accelerates the next. It's critical in such an environment to have a baseline and point of reference to help marketers find their way forward. Marketing 4.0 puts a new scholarship stake in the ground and will be the starting point and an invaluable resource for everyone trying to invent and understand the digital and mobile future."
? Howard Tullman, CEO, Chicagoland Entrepreneurial Center/1871 > ? Hermann Simon, Founder and Chairman, Simon-Kucher & Partners "No one has a finger on the pulse of marketing like Phil Kotler. His ability to identify and interpret new marketing trends and developments is truly astounding. Once again, with Marketing 4.0, Kotler and his co-authors help to blaze a new trail to marketing success. This is definitely the one marketing book you HAVE to read this year."
? Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business > ? George S. Day, Geoffrey T. Boisi Professor Emeritus, Wharton School of the University of Pennsylvania

Résumé
Marketing 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.

Contenu

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

9 Content Marketing for Brand Curiosity 119

Content is the New Ad, #Hashtag is the New Tagline 121

Step-by-Step Content Marketing 124

Summary: Creating Conversations with Content 134

10 Omnichannel Marketing for Brand Commitment 137

The Rise of Omnichannel Marketing 139

Step-by-Step Omnichannel Marketing 145

Summary: Integrating the Best of Online and Offline Channels 149

11 Engagement Marketing for Brand Affinity 151

Enhancing Digital Experiences with Mobile Apps 15…