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Rediscover the fundamentals of marketing from the best in the business InMarketing 5.0,the celebrated promoteroftheFour Ps of Marketing,Philip Kotler, explains how marketers can use technology to address customers needs and make a difference in the world. In anew agewhenmarketersare strugglingwith the digital transformation of business and the changing behavior of customers, this book providesmarketerswith a way to integrate technological and business model evolution with the dramatic shifts in consumer behaviorthat have happened inthe last decade. Following the patternpresented inhis bestsellingMarketing X.0series, Philip Kotler covers the crucial topics necessary to understand modern marketing, including: ArtificialIntelligencefor 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 andblockchain for marketing Virtual and augmented reality marketing Corporate activism Perfect for traditional and digital marketers, as well asstudents and teachers of marketing and business,Marketing 5.0reinvigorates the field of marketing with actionable recommendations and unique insights.
PART I INTRODUCTION Chapter 1 WELCOME TO MARKETING 5.0: Technology for Humanity PART II CHALLENGES MARKETERS FACE IN DIGITAL WORLD Chapter 2 GENERATION GAP: Marketing to Baby Boomers, X, Y, Z, and Alpha Chapter 3 PROSPERITY POLARIZATION: Creating Inclusivity and Sustainability for Society Chapter 4 DIGITAL DIVIDE: Making Tech Personal, Social, and Experiential Part III NEW STRATEGIES FOR TECH-EMPOWERED MARKETING Chapter 5 THE DIGITAL-READY ORGANIZATION: One Strategy Doesn't Fit All Chapter 6 THE NEXT TECH: It's Time for Human-Like Technologies to Take Off Chapter 7 THE NEW CX: Machines are Cool, but Humans are Warm PART IV NEW TACTICS LEVERAGING MARKETING TECH Chapter 8 DATA-DRIVEN MARKETING: Building Data Ecosystem for Better Targeting Chapter 9 PREDICTIVE MARKETING: Anticipating Market Demand with Proactive Action Chapter 10 CONTEXTUAL MARKETING: Making Personalized Sense-and-Respond Experience Chapter 11 AUGMENTED MARKETING: Delivering Tech-Empowered Human Interaction Chapter 12 AGILE MARKETING: Executing Operations at Pace and Scale Index