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Marketing 4.0: Moving from Traditional to Digital Hardcover – December 5, 2016
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From the Inside Flap
Since Marketing 3.0 inspired the world to embrace and explore human-centric marketing, pioneers in the field have applied advanced technologies to open new insights into who our customers are and how they make decisions. The valuable paradox of big data analytics is it can create more personalized products and personal services, and Marketing 4.0 maps out an authoritative approach to taking customers from awareness to advocacy.
For this highly anticipated guide, the father of modern marketing Philip Kotler rejoins thought leaders Hermawan Kartajaya and Iwan Setiawan from MarkPlus, Inc. to share tangible ways marketers can influence people on varied paths along the customer journey. In fact, the traditional path to purchase (aware, appeal, ask, and act) is expanded to include advocate because the opinions of our family and friends have enormous impact on buying decisions and fully updated coverage walks you through how it happens, the ways to encourage it, and strategies for growing one customized experience at a time using powerful metrics and innovative best practices.
Moving from a traditional to digital marketing mindset comes easy with the practical advice and intuitive explanations you can use and benefit from the very first day. Chapter summaries highlight covered topics to enable this guidebook to double as an everyday reference, and reflection questions jumpstart your personal discovery as well as focus meeting discussions when it comes time to bring the entire organization onboard.
This peerless resource guide completely prepares you to leap ahead of the curve without any prior knowledge of analytics or IT by enabling you to:
- Gain data-driven insight into the new ways customers are spending and the three driving subcultures: youth, women, and netizens
- Examine firsthand examples of Marketing 4.0 boosting productivity by engaging customers at every touchpoint along their real-world paths through today's digital marketplace
- Redefine customer engagement in the digital era, including human-centric marketing, creating customer conversations, and omnichannel strategies
Looking at marketing in an entirely new way may seem overwhelming, but with the easy-to-use framework in Marketing 4.0, you can quickly get down to succeeding at what has always matteredcustomer impressions.
From the Back Cover
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
"The Internet and IT radically change marketing. This book is the eye-opener for marketing in the new era."
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
"A terrific guide to the transformations that are already coming over the horizon to challenge marketing practice. Perplexed marketers will learn how to navigate the power shifts and possibilities of digital connectivity and turn them into advantages."
George S. Day, Geoffrey T. Boisi Professor Emeritus, Wharton School of the University of Pennsylvania
Top customer reviews
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I have read all of Philip Kotler’s previously published books and reviewed most of them. It has intrigued me in recent years to observe how skillfully he has adjusted his core concepts to the major changes that have occurred in what has become a much more volatile, more uncertain, more complex, and more ambiguous global marketplace than at any prior time that I can recall. He has adapted his thinking to these changes and thereby helped countless business leaders to do so, also.
As he explains, “In Marketing 3.0, we talked about the major shift from product-driven marketing (1.0) to customer-centric marketing (2.0), and ultimately to human-centric marketing (3.0)…We believe that technology convergence will ultimately lead to convergence between digital marketing and traditional marketing. In a high-tech world, people long for high touch. The more social we are, the more want things that are made for us. Backed by big-data analytics, products become more personalized and services become more personal. In the digital economy, the key is to leverage these paradoxes.
“In this transitional era, a new marketing approach is required. Thus, we introduce Marketing 4.0 as the natural outgrowth of Marketing 3.0. The major premise of this book is that marketing should adapt to the changing nature of customer paths in the digital economy. The role of marketers is to guide customers throughout their journey from awareness and ultimately to advocacy…In essence, Marketing 4.0 describes a deepening and a broadening of human-c entire marketing to cover every aspect of the customer’s journey.”
This book was written with Hermawan Kartajaya and Iwan Setiawan but the voice is clearly Kotler’s. These are the major business subjects on which they focus:
o Three power shifts to the connected customer
o Paradoxes of marketing to connected customers
o Three influential digital subcultures
o Fundamentals of Marketing 4.0 in the digital economy
o The new customer path
o Marketing productivity metrics
o Industry archetypes and best practices
o Human-centric marketing for brand attraction
o Content marketing for brand curiosity
o Omnichannel marketing for brand commitment
o Engagement marketing for brand affinity
In L. Frank Baum’s classic, The Wizard of Oz, Dorothy Gale’s ultimate destination is not the Emerald City; rather, her home in Kansas. With regard to Marketing 4.0, there are two destinations: WOW! and then a sale that begins a long-term, profitable relationship with each customer. “WOW is an expression that a customer utters when experiencing a speechless delight.” Three characteristics constitute a WOW: “First, a WOW is [begin italics] surprising [end italics]. When one has a certain expectation but gets much more, that is a WOW moment. A deviation to an expected outcome is what creates a WOW. Second, a WOW is [begin italics] personal [end italics] and can be triggered only by the person experiencing it…Finally, a WOW is [begin italics] contagious [end italics]. One who experiences a WOW moment will advocate and spread the good news to many others.”
Then what? “Winning companies and brands are those that do not leave WOW moments to chance. They create WOW by design. They productively guide customers from [begin italics] awareness [end italics] to [begin italics] advocacy [end italics]. They creatively set up customer interactions from enjoyment to experience to engagement. Are you one of them? If not, this book is a “must read.” In it, Philip Kotler, Hermawan Kartajaya, Iwan Setiawan explain HOW with an abundance of valuable information, insights, and counsel. Theirs is a brilliant achievement. Bravo! Or perhaps more to the point, WOW!
The lead author, Philip Kotler, is widely regarded as the Father of Modern Marketing. He’s the author of over 55 books, and his books have been translated into over 25 languages.
This book does a masterful job at explaining the tectonic shifts that have occurred in the marketing world which are largely a result of technology and connectivity. And the reason technology and connectivity have changed marketing is because they have enabled people to change the way they go about making buying decisions. They now have more and more places to get information versus a few years ago when they had to rely on what the seller told them.
The book explains that Marketing 4.0 is a marketing approach that combines online and offline interaction between companies and customers. The book will help companies and marketers navigate what must seem like foreign, uncharted waters.
Some of my favorite things in the book include...
Why connectivity is the most important game changer in the history of marketing.
Why in an increasingly high-tech world, high touch interaction is becoming the new differentiation.
Why marketers need to create brands that behave like humans: approachable and likable but also vulnerable.
Why in marketing, content is the new ad, and #hashtag is the new tagline.
And why the paradigm of AIDA (attention, interest, desire and action) is now outdated based on how people now buy - and the new model is the five A's aware, appeal, ask, act, and advocate.
If you want to better understand the new rules of how to masterfully market and grow your business in today’s era of the empowered and connected customer, “Marketing 4.0” will explain it for you like no other book.
And to listen to an interview with Dr. Philip Kotler about Marketing 4.0, visit MarketingBookPodcast.com
Most recent customer reviews
- link digital to marketing practices practically
- highly recommend marketers to read to update knowledge to daily business
Philip Kotler is a well-known author of marketing.Read more