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_aHF 5415.1265 _bK67M 2021 |
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_9114321 _aKotler, Philip |
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| 245 |
_aMarketing 5.0 Technology for Humanity / _cPhilip Kotler, Hermawan Kartajaya & Iwan Setiawan |
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| 260 |
_c2021 _aNewark : _bJohn Wiley & Sons, |
||
| 300 |
_aXI, 206 p. : _bill. ; _c24 cm. |
||
| 505 | _aPart I : Introduction p.1-2 -- Welcome to Marketing 5.0 : Technology for Humanity p.3-16 | ||
| 505 | _aPart II : Challenges Marketers Face in a Digital World p.17-18 -- Generation Gap: Marketing to Baby Boomers,X,Y,Z, and Alpha p.19-34 -- Prosperity Polarization : Creating Inclusivity and Sustainability for Society p.35-50 -- Digital Divide: Making Tech Personal, Social, and Experiential p.51-68 | ||
| 505 | _aPart III : New Strategies For Tech-Empowered Marketing p.69-70 -- The Digital-Ready Organization: One Strategy Doesn't Fit All p.71-88 -- The Next Tech: It's Time for Human-Like Technologies to Take Off p.89-106 -- The New CX: Machines Are Coo,but Humans Are Warm p.107-126 | ||
| 505 | _aPart IV : New Tactics Leveraging Marketing Tech p.127-128 -- Data-Driven Marketing: Building a Data Ecosystem for Better Targeting p.129-142 -- Predictive Marketing: Anticipating Market Demand with Proactive Action p.143-156 -- Contextual Marketing: Making a Personalized Sense-and-Respond Experience p.157-168 -- Augmented Marketing: Delivering Tech-Empowered Human Interaction p.169-180 -- Agile Marketing: Executing Operations at Pace and Scale p.181-194 | ||
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_946868 _aINTERNET MARKETING |
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_aMARKETING _xMANAGEMENT _934000 |
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_951312 _aELECTRONIC COMMERCE |
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_951927 _aHermawan, Kartajaya _eCo-author |
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_9225708 _aIwan, Setiawan _eCo-author |
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