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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: 
TextPublisher: 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 Área de exhibición | General | 658.8 K87mark (Browse shelf) | Ej. 1 | Available | 240492 |
Browsing Biblioteca Central UNIBE Shelves , Shelving location: Área de exhibición , Collection code: General Close shelf browser
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| 370.154 P659m 2006 Motivación en contextos educativos : teoría investigación y aplicaciones / | 650.1 D652m Mide lo que importa : | 658.315 B462h Hablemos de employee advocacy en LinkedIn / | 658.8 K87mark Marketing 4.0 : | 658.827 G424o 2019 Oxitobrands : | 658.83 P949i 2021 Investigación de mercados / | 658.83 R813i Investigación de mercados : |
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 |