Iwan Setiawan

Vpervye v istorii na Zemle sovmestno zhivut pjat pokolenij s razlichajuschimisja vzgljadami, predpochtenijami i povedeniem. S povysheniem roli pokolenij Z i Alfa prishlo vremja dlja sledujuschego evoljutsionnogo skachka v marketinge. Filip Kotler, vsemirno izvestnyj guru marketinga, sovmestno s ekspertami veduschego konsaltinga po digital-transformatsii MarkPlus, Inc. v svoej novoj knige predlagaet nou-khau po ispolzovaniju prodvinutykh marketingovykh tekhnologij, a takzhe vseobemljuschee issledovanie togo, kakie vyzovy stojat pered marketologami segodnja. Vnutri vy najdete otvety na voprosy: * S kakimi posledstvija COVID-19 esche predstoit stolknutsja biznesu?* Kakim dolzhen byt klientskij opyt novogo pokolenija?* Kakie tekhnologii stanut dvizhuschimi silami marketinga 5.0?* Pochemu, nesmotrja na to chto tekhnologii zavoevali prochnoe mesto v nashikh zhiznjakh, imenno chelovechnost dolzhna ostavatsja v tsentre fokusa marketinga 5.0.?* Kak, znaja eto, kompanijam gramotno primenjat imitirujuschie cheloveka tekhnologij i sozdat unikalnuju tsennost dlja potrebitelja?"Kogda menja sprashivajut, kogo prochitat po marketingu, ja vsegda otvechaju - Filipa Kotlera. V knige vy najdete primery togo, kak marketing rabotaet na osnove tsifrovykh algoritmov, II, interneta veschej, Big Data i dopolnennoj realnosti. Otdelno razjasneno, chem otlichaetsja prodvizhenie dlja bumerov i zumerov. Eto baza, kotoroj ne khvatalo, - prichem s ponjatnymi skhemami i grafikami. Rekomenduju!" - Pavel Gurov, tekhbloger i marketolog. Sozdatel telegram-kanala @gurovdigital i odnogo iz samykh populjarnykh rossijskikh podkastov 2019 goda"Filip Kotler - ekspert po marketingu No 1 v mire. Mne vypala chest uchitsja u nego lichno, i ja znaju, naskolko tochno on sposoben predskazyvat grjaduschie izmenenija na rynke. Esli khotite uznat, kakim budet marketing v blizhajshem buduschem i v kakie tekhnologii investirovat segodnja, chtoby okazatsja sredi liderov k 2025 godu, to eta kniga sovershenno tochno dlja vas". - Aleksandr Levitas, ekspert No 1 po partizanskomu marketingu v Rossii i SNG, avtor delovykh bestsellerov

Rediscover the fundamentals of marketing along with the rise of metamarketing from the best in the business In Marketing 6.0, the celebrated promoter of the “Four P’s of Marketing,” Philip Kotler, explains how marketers can use technology to address customers’ needs and make a difference in the world. In a new age of metamarketing, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade. Readers will learn about: The building blocks of metamarketingGeneration Z and Generation Alpha and the technologies they use dailyHow to tap into metaverses and extended realityThe potential obstacles and solutions for creating a more interactive and immersive experience. Marketing has evolved to address global challenges and changing customer expectations. Incorporating sustainability themes and new technologies for customer engagement are essential for businesses to remain relevant. Indeed, marketing has shifted from traditional to digital, but most customers still value some forms of human interaction. As a result, multichannel and omnichannel marketing have become popular among marketers aiming to leverage both traditional and digital engagement. Metamarketing goes beyond that and offers a genuine physical and digital convergence by providing a more interactive and immersive customer experience across physical and digital spaces.

Rediscover the fundamentals of marketing from the best in the business In Marketing 5.0, the celebrated promoter of the “Four P’s of Marketing,” Philip Kotler, explains how marketers can use technology to address customers’ needs and make a difference in the world. In a new age when marketers are struggling with the digital transformation of business and the changing behavior of customers, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade. Following the pattern presented in his bestselling Marketing X.0 series, Philip Kotler covers the crucial topics necessary to understand modern marketing, including: · Artificial Intelligence for marketing automation · Agile marketing · “Segments of one” marketing · Contextual technology · Facial recognition and voice tech for marketing · The future of Customer Experience (CX) · Transmedia storytelling · The “Whatever-Whenever-Wherever” service delivery · “Everything-As-A-Service” business model · Internet of Things and blockchain for marketing · Virtual and augmented reality marketing · Corporate activism Perfect for traditional and digital marketers, as well as students and teachers of marketing and business, Marketing 5.0 reinvigorates the field of marketing with actionable recommendations and unique insights.

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. Discover the new rules of marketingStand out and create WOW momentsBuild a loyal and vocal customer baseLearn who will shape the future of customer choice Every 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. Marketing 4.0 provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before.

Understand the next level of marketing The new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Explains the future of marketing, along with why most marketers are stuck in the pastExamines companies that are ahead of the curve, such as S. C. JohnsonKotler is one of the most highly recognized marketing gurus, famous for his "4 P's of Marketing" In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.