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Marketing 4.0 : moving from traditional to digital / Philip Kotler, Hermawan Kartajaya, Iwan Setiawan

By: Kotler, Philip [autor].
Contributor(s): Kartajaya, Hermawan [autor] | Setiawan, Iwan [autor].
Material type: TextTextPublisher: New Jersey : Wiley, 2017Description: xvii, 184 páginas.ISBN: 9781119341208.Subject(s): MercadeoDDC classification: 658.8 K87mark
Contents:
• PART I FUNDAMENTAL TRENDS SHAPING MARKETING | • 1. Power shifts to the connected customers | • 2. The paradoxes of marketing to connected customers | • 3. The influential digital subcultures | • 4. Marketing 4.0 in the digital economy | • PART II NEW FRAMEWORKS FOR MARKETING IN THE DIGITAL ECONOMY | • 5. The new customer path | • 6. Marketing productivity metrics | • 7. Industry archetypes and best practices | • PART III TACTICAL MARKETING APPLICATIONS IN THE DIGITAL ECONOMY | • 8. Human-centric marketing for brand attraction | • 9. Content marketing for brand curiosity | • 10. Omnichannel marketing for brand commitment | • 11. Engagement marketing for brand affinity |
Item type Current location Collection Call number Copy number Status Date due Barcode
Libro (general) Biblioteca Central UNIBE
General 658.8 K87mark (Browse shelf) Ej. 1 Available 240492

• PART I FUNDAMENTAL TRENDS SHAPING MARKETING |
• 1. Power shifts to the connected customers |
• 2. The paradoxes of marketing to connected customers |
• 3. The influential digital subcultures |
• 4. Marketing 4.0 in the digital economy |
• PART II NEW FRAMEWORKS FOR MARKETING IN THE DIGITAL ECONOMY |
• 5. The new customer path |
• 6. Marketing productivity metrics |
• 7. Industry archetypes and best practices |
• PART III TACTICAL MARKETING APPLICATIONS IN THE DIGITAL ECONOMY |
• 8. Human-centric marketing for brand attraction |
• 9. Content marketing for brand curiosity |
• 10. Omnichannel marketing for brand commitment |
• 11. Engagement marketing for brand affinity |