Marketing 4.0
Subtitle: moving from traditional to digital
By: Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
Contributors: Kartajaya, Hermawan, 1947- author; Setiawan, Iwan, author
Publisher: Wiley
Published: 2017
Language: eng
Number of pages: 184
ISBN-13: 9781119341208
Subjects: Marketing; Internet marketing
Other titles: Marketing four point zero
Notes: Includes index.
Table of contents: title: Fundamental trends shaping marketing. Power shifts to the connected customers; title: The paradoxes of marketing to connected customers; title: The influential digital subcultures; title: Marketing 4.0 in the digital economy; title: New frameworks for marketing in the digital economy. The new customer path; title: Marketing productivity metrics; title: Industry archetypes and best practices; title: Tactical marketing applications in the digital economy. Human-centric marketing for brand attraction; title: Content marketing for brand curiosity; title: Omnichannel marketing for brand commitment; title: Engagement marketing for brand affinity; title: Epilogue: Getting WOW!