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Marketing 4.0: Moving from Traditional to Digital New
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- Buy It NowMarketing 4.0: Moving from Traditional to Digital New
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About this item
Seller assumes all responsibility for this listing.
eBay item number:296758805028
Item specifics
- Condition
- Binding
- Hardcover
- Product Group
- Book
- Weight
- 0 lbs
- IsTextBook
- No
- ISBN
- 9781119341208
- Book Title
- Marketing 4. 0 : Moving from Traditional to Digital
- Publisher
- Wiley & Sons, Incorporated, John
- Item Length
- 9.3 in
- Publication Year
- 2016
- Format
- Hardcover
- Language
- English
- Illustrator
- Yes
- Item Height
- 0.9 in
- Genre
- Business & Economics
- Topic
- Marketing / General, E-Commerce / Internet Marketing, Marketing / Research
- Item Weight
- 14.5 Oz
- Item Width
- 6.3 in
- Number of Pages
- 208 Pages
About this product
Product Identifiers
Publisher
Wiley & Sons, Incorporated, John
ISBN-10
1119341205
ISBN-13
9781119341208
eBay Product ID (ePID)
228586149
Product Key Features
Book Title
Marketing 4. 0 : Moving from Traditional to Digital
Number of Pages
208 Pages
Language
English
Publication Year
2016
Topic
Marketing / General, E-Commerce / Internet Marketing, Marketing / Research
Illustrator
Yes
Genre
Business & Economics
Format
Hardcover
Dimensions
Item Height
0.9 in
Item Weight
14.5 Oz
Item Length
9.3 in
Item Width
6.3 in
Additional Product Features
Intended Audience
Trade
LCCN
2016-036899
Dewey Edition
23
Dewey Decimal
658.8
Table Of Content
Acknowledgments 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
Synopsis
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., 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 eyeopener for marketing in the new era." Hermann Simon, Founder and Chairman, SimonKucher && 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 coauthors 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, 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 marketing Stand out and create WOW moments Build a loyal and vocal customer base Learn 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.
LC Classification Number
HF5415.K683 2017
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Seller feedback (88)
- r***t (252)- Feedback left by buyer.Past monthVerified purchaseFast shipping, well packaged, works as described, amazing value! Many thanks
- -***g (74)- Feedback left by buyer.Past monthVerified purchaseFast shipping. Packaged well. In great condition. Excellent value and price. Happy with purchase. Thank you.
- e***e (436)- Feedback left by buyer.Past 6 monthsVerified purchaseFast shipping, item packaged very nicely. Everything as described. Excellent experience. Thank you!Build A Bear Cubs Shirt Used (#296823030295)