Name: Marketing 5. 0
SKU: 52817545
Price: 877.00 TWD
Availability: InStock
Author: Philip Kotler
ISBN: 9781119668510

Type

Physical Book

Author

Publisher

Year

2021

Language

English

Pages

224

Format

Hardcover

Dimensions

23.1x15.5x2.8 cm

Weight

0.41 kg.

ISBN13

9781119668510

Synopsis "Marketing 5. 0 "

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.

Philip Kotler

(Author)

View Author's Page

Philip Kotler (n. 1931) es un economista y profesor estadounidense, considerado una de las máximas autoridades mundiales en mercadotecnia. Doctorado en Economía por el MIT y con estudios en la Universidad de Chicago y Harvard, ha ejercido gran parte de su carrera en la Kellogg School of Management de la Northwestern University. Su visión ha transformado la disciplina del marketing, pasando de un enfoque meramente comercial a una perspectiva integral que incluye la responsabilidad social, la sostenibilidad y la innovación tecnológica.

Autor de más de sesenta libros, entre los que destaca Marketing 6.0, Kotler ha introducido conceptos que hoy son pilares de la gestión empresarial, como el marketing social, el marketing 3.0 y la importancia del valor compartido. Su obra ha sido traducida a decenas de idiomas y utilizada como referencia académica en todo el mundo, consolidándolo como un pensador clave en la evolución del marketing contemporáneo.

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