Marketing 5 0 Technology for Humanity 1st Edition by Philip Kotler, Hermawan Kartajaya, Iwan Setiawan ISBN 1119668514 978-1119668510

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ISBN 10:  1119668514 
ISBN 13:  978-1119668510
Author: Philip Kotler, Hermawan Kartajaya, Iwan Setiawan 

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. 

Marketing 5.0: Technology for Humanity 1st Table of contents:

PART I: Introduction

CHAPTER 1: Welcome to Marketing 5.0

Marketing 4.0: The Pivot to Digital

It’s Time for Marketing 5.0

What Is Marketing 5.0?

How Technology Can Enhance Marketing

Five Components of Marketing 5.0

Summary: Technology for Humanity

PART II: Challenges Marketers Face in a Digital World

CHAPTER 2: Generation Gap

Challenges of Serving Different Generations

The Five Generations

The Life Stages of the Five Generations

Generation Gap and Marketing Evolution

Summary: Marketing to Baby Boomers, X, Y, Z, and Alpha

CHAPTER 3: Prosperity Polarization

The Polarized Society

Why Inclusivity and Sustainability Matter

Aligning Strategies to Sustainable Development Goals

Summary: Creating Inclusivity and Sustainability for Society

CHAPTER 4: Digital Divide

The Digital Divide Still Exists

The Perils and Promises of Digitalization

Technology Can Be Personal

Technology Can Be Social

Technology Can Be Experiential

Summary: Making Tech Personal, Social, and Experiential

PART III: New Strategies for Tech-Empowered Marketing

CHAPTER 5: The Digital-Ready Organization

Case Study: COVID-19 as the Digitalization Accelerator

Digital Readiness Assessment

How Ready Are You to Go Digital?

Strategies to Migrate Customers to Digital Channels

Strategies to Build Digital Capabilities

Strategies to Strengthen Digital Leadership

Summary: One Size Doesn’t Fit All

CHAPTER 6: The Next Tech

Next Tech Made Possible

Reimagining Business with the Next Tech

Summary: It’s Time for Human-Like Technologies to Take Off

CHAPTER 7: The New CX

Revisiting Customer Experience in the Digital World

Keeping Track of Touchpoints: The 5A’s

Human and Machine in the New CX

Leveraging the Next Tech for the New CX: A Checklist

Summary: Machines Are Cool, But Humans Are Warm

PART IV: New Tactics Leveraging Marketing Tech

CHAPTER 8: Data-Driven Marketing

The Segments of One

Setting Up Data-Driven Marketing

Summary: Building Data Ecosystem for Better Targeting

CHAPTER 9: Predictive Marketing

Predictive Marketing Applications

Building Predictive Marketing Models

Summary: Anticipating Market Demand with Proactive Action

CHAPTER 10: Contextual Marketing

Building Smart Sensing Infrastructure

Delivering Three Levels of Personalized Experience

Summary: Making a Personalized Sense-and-Respond Experience

CHAPTER 11: Augmented Marketing

Building Tiered Customer Interfaces

Providing Digital Tools for Frontliners

Summary: Delivering Tech-Empowered Human Interaction

CHAPTER 12: Agile Marketing

Why Agile Marketing?

Setting Up Agile Marketing

Agile Marketing Project Management

Summary: Executing Marketing Initiatives at Pace and Scale

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