Marketing 4.0: Moving from Traditional to Digital

Philip Kotler · Hermawan Kartajaya · Iwan Setiawan

2019-05 · Gildan Media · Skaito Jonathan Todd Ross

Apie šią garsinę knygą

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. 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.

Apie autorių

Philip Kotler is professor emeritus of marketing at Northwestern University's Kellogg School of Management, where he held the S. C. Johnson & Son Professorship of International Marketing. The Wall Street Journal ranks him as one of the top six most influential business thinkers.

Hermawan Kartajaya is the founder and executive chairman of MarkPlus, Inc., and is one of the "50 Gurus Who Have Shaped the Future of Marketing," according to the Chartered Institute of Marketing, United Kingdom. He is also chairman of the Asia Council for Small Business and a cofounder of the Asia Marketing Federation.

Iwan Setiawan is chief executive officer of MarkPlus, Inc., where he helps businesses design their corporate and marketing strategies. A frequent writer and speaker, Iwan is also editor in chief of Marketeers.

Jonathan Todd Ross has narrated over 120 audiobooks across a wide variety of genres. An Audie Award winner, he is also the recipient of numerous YALSA and AudioFile Earphones Awards. Jonathan loves narrating all genres, bringing the author's words to audio-life.