Marketing 4.0: Moving From Traditional To Digital
- ISBN13：9781119341208
- 出版社：John Wiley & Sons Inc
- 作者：Kotler
- 裝訂／頁數：精裝／208頁
- 規格：24.1cm*15.9cm*2.5cm (高/寬/厚)
- 出版日：2016/11/17
商品簡介
This book answers the ultimate question in the minds of next-generation marketers: ‘In a connected world, what are the new rules of marketing?’ With increased mobility and connectivity, customers have shorter attention span to consider and evaluate brands. There are two major implications. First, marketers need to stand out and deliver a moment to get customer attention. Secondly, customers rely on the advice of their friends and family on which brand to choose.
The book discusses the power shifts, the paradoxes of connectivity, and the future sub-cultures that will shape the future of marketing. It will lay the foundation which makes WOW Marketing imperative. It will explain how WOW Marketing improves marketing productivity.
作者簡介
PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is author of more than fifty books, including the globally popular Marketing Management, now in its fifteenth edition.
HERMAWAN KARTAJAYA is the founder of MarkPlus, Inc., the largest marketing consulting firm in Indonesia.
IWAN SETIAWAN is COO of MarkPlus, Inc.
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