{"product_id":"marketing-4-0-moving-from-traditional-to-digital-hardback-9781119341208","title":"Marketing 4.0; Moving from Traditional to Digital (Hardback) 9781119341208","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eMarketing 4.0\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eMoving from Traditional to Digital\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003ePhilip Kotler (Author), Hermawan Kartajaya (Author), Iwan Setiawan (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781119341208, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 3 January 2017\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e208 pages\u003cbr\u003e23.1 x 15.8 x 2.5 cm, 0.408 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cb\u003eMarketing has changed forever—this is what comes next\u003c\/b\u003e \u003cp\u003e\u003ci\u003eMarketing 4.0: Moving from Traditional to Digital\u003c\/i\u003e 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. \u003c\/p\u003e\n\u003cp\u003e\u003ci\u003eMarketing 4.0\u003c\/i\u003e 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. \u003c\/p\u003e\n\u003cul\u003e \u003cli\u003eDiscover the \u003ci\u003enew\u003c\/i\u003e rules of marketing\u003c\/li\u003e \u003cli\u003eStand out and create WOW moments\u003c\/li\u003e \u003cli\u003eBuild a loyal and vocal customer base\u003c\/li\u003e \u003cli\u003eLearn who will shape the future of customer choice\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eEvery 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. \u003ci\u003eMarketing 4.0\u003c\/i\u003e provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. \u003ci\u003eMarketing 4.0\u003c\/i\u003e gives you the edge you need to reach them more effectively than ever before.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003ePrologue: From Marketing 3.0 to Marketing 4.0 xv\u003c\/p\u003e \u003cp\u003eAbout the Authors xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Fundamental Trends Shaping Marketing\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Power Shifts to the Connected Customers 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFrom Exclusive to Inclusive 7\u003c\/p\u003e \u003cp\u003eFrom Vertical to Horizontal 10\u003c\/p\u003e \u003cp\u003eFrom Individual to Social 13\u003c\/p\u003e \u003cp\u003eSummary: Horizontal, Inclusive, and Social 14\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 The Paradoxes of Marketing to Connected Customers 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBreaking the Myths of Connectivity 20\u003c\/p\u003e \u003cp\u003eSummary: Marketing amid Paradoxes 28\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 The Influential Digital Subcultures 29\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYouth: Acquiring the Mind Share 32\u003c\/p\u003e \u003cp\u003eWomen: Growing the Market Share 35\u003c\/p\u003e \u003cp\u003eNetizens: Expanding the Heart Share 37\u003c\/p\u003e \u003cp\u003eSummary: Youth, Women, and Netizens 40\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Marketing 4.0 in the Digital Economy 43\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMoving from Traditional to Digital Marketing 47\u003c\/p\u003e \u003cp\u003eIntegrating Traditional and Digital Marketing 52\u003c\/p\u003e \u003cp\u003eSummary: Redefining Marketing in the Digital Economy 53\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II New Frameworks for Marketing in the Digital Economy\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 The New Customer Path 57\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding How People Buy: From Four A’s to Five A’s 60\u003c\/p\u003e \u003cp\u003eDriving from Awareness to Advocacy: The O Zone (O\u003csub\u003e3\u003c\/sub\u003e) 66\u003c\/p\u003e \u003cp\u003eSummary: Aware, Appeal, Ask, Act, and Advocate 69\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Marketing Productivity Metrics 71\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroducing PAR and BAR 74\u003c\/p\u003e \u003cp\u003eDecomposing PAR and BAR 75\u003c\/p\u003e \u003cp\u003eDriving Up Productivity 80\u003c\/p\u003e \u003cp\u003eSummary: Purchase Action Ratio and Brand Advocacy Ratio 90\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Industry Archetypes and Best Practices 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFour Major Industry Archetypes 94\u003c\/p\u003e \u003cp\u003eFour Marketing Best Practices 100\u003c\/p\u003e \u003cp\u003eSummary: Learning from Different Industries 104\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Tactical Marketing Applications in the Digital Economy\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Human-Centric Marketing for Brand Attraction 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding Humans Using Digital Anthropology 110\u003c\/p\u003e \u003cp\u003eBuilding the Six Attributes of Human-Centric Brands 113\u003c\/p\u003e \u003cp\u003eSummary: When Brands Become Humans 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Content Marketing for Brand Curiosity 119\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eContent is the New Ad, #Hashtag is the New Tagline 121\u003c\/p\u003e \u003cp\u003eStep-by-Step Content Marketing 124\u003c\/p\u003e \u003cp\u003eSummary: Creating Conversations with Content 134\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Omnichannel Marketing for Brand Commitment 137\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Rise of Omnichannel Marketing 139\u003c\/p\u003e \u003cp\u003eStep-by-Step Omnichannel Marketing 145\u003c\/p\u003e \u003cp\u003eSummary: Integrating the Best of Online and Offline Channels 149\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Engagement Marketing for Brand Affinity 151\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEnhancing Digital Experiences with Mobile Apps 153\u003c\/p\u003e \u003cp\u003eProviding Solutions with Social CRM 156\u003c\/p\u003e \u003cp\u003eDriving Desired Behavior with Gamification 160\u003c\/p\u003e \u003cp\u003eSummary: Mobile Apps, Social CRM, and Gamification 165\u003c\/p\u003e \u003cp\u003e\u003cb\u003eEpilogue: Getting to WOW! 167\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat is a “WOW”? 167\u003c\/p\u003e \u003cp\u003eEnjoy, Experience, Engage: WOW! 168\u003c\/p\u003e \u003cp\u003eAre You Ready to WOW? 169\u003c\/p\u003e \u003cp\u003eIndex 171\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" 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