000			04162cam a2200493 i 4500
001			19356519
003			BJBSDDR
005			20250611132203.0
006			a|||||r|||| 00| 0
007			ta
008			161028s2017 nju 001 0 eng
010			_a 2016036899
020			_a9781119341208 (cloth)
020			_a1119341205 (cloth)
020			_z9781119341147 (epub)
020			_z9781119341062 (ePDF)
040			_aDLC _beng _cDLC _erda _dDLC
041			_aeng
042			_apcc
050	1	4	_aHF 5415 _bK87m 2017
082	0	0	_a658.8
100	1		_aKotler, Philip, _d1931- _921461
245	1	0	_aMarketing 4.0 : _bmoving from traditional to digital / _cPhilip Kotler, Hermawan Kartajaya, Iwan Setiawan.
246	3		_aMarketing four point zero
264		1	_aHoboken, New Jersey : _bJohn Wiley & Sons, _c2017.
300			_axix, 184 pages ; _c24 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
500			_aIncludes index.
505	0		_aAcknowledgments 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 153 Providing Solutions with Social CRM 156 Driving Desired Behavior with Gamification 160 Summary: Mobile Apps, Social CRM, and Gamification 165 Epilogue: Getting to WOW! 167 What is a “WOW”? 167 Enjoy, Experience, Engage: WOW! 168 Are You Ready to WOW? 169 Index 171
520			_aMarketing 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.
650		0	_aMarketing.
650		0	_aInternet marketing.
650		4	_aMercadeo por internet _91672
650		4	_aMercadeo _9795
650		4	_aComercio electrónico _91849
650		4	_aRelaciones con los clientes _93117
700	1		_aKartajaya, Hermawan, _d1947- _941873
700	1		_aSetiawan, Iwan _941874
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK
999			_c123333 _d123333