基本信息

• 出版社: Wiley; 1 (2016年12月5日)
• 精装: 208页
• 语种： 英语
• ISBN: 1119341205
• 条形码: 9781119341208
• 商品尺寸: 17 x 4.3 x 24.1 cm

商品描述

作者简介

PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is author of more than fifty books, including the globally popular Marketing Management, now in its fifteenth edition.

HERMAWAN KARTAJAYA is the founder of MarkPlus, Inc., the largest marketing consulting firm in Indonesia.

IWAN SETIAWAN is COO of MarkPlus, Inc.

目录

Acknowledgments xiii

Prologue: From Marketing 3.0 to Marketing 4.0 xv

About the Authors xix

Part I FUNDAMENTAL TRENDS SHAPING MARKETING

1 Power Shifts to the Connected Customers 3

From Exclusive to Inclusive 7

From Vertical to Horizontal 10

From Individual to Social 13

Summary: Horizontal, Inclusive, and Social 14

2 The Paradoxes of Marketing to Connected Customers 17

Breaking the Myths of Connectivity 20

Summary: Marketing amid Paradoxes 28

3 The Influential Digital Subcultures 29

Youth: Acquiring the Mind Share 32

Women: Growing the Market Share 35

Netizens: Expanding the Heart Share 37

Summary: Youth, Women, and Netizens 40

4 Marketing 4.0 in the Digital Economy 43

Moving from Traditional to Digital Marketing 47

Integrating Traditional and Digital Marketing 52

Summary: Redefining Marketing in the

Digital Economy 53

Part II NEW FRAMEWORKS FOR MARKETING IN THE DIGITAL ECONOMY

5 The New Customer Path 57

Understanding How People Buy: From Four A’s to Five A’s 60

Driving from Awareness to Advocacy: The O Zone (O3) 66

Summary: Aware, Appeal, Ask, Act, and Advocate 69

6 Marketing Productivity Metrics 71

Introducing PAR and BAR 74

Decomposing PAR and BAR 75

Driving Up Productivity 80

Summary: Purchase Action Ratio and Brand Advocacy Ratio 90

7 Industry Archetypes and Best Practices 91

Four Major Industry Archetypes 94

Four Marketing Best Practices 100

Summary: Learning from Different Industries 104

Part III TACTICAL MARKETING APPLICATIONS IN THE DIGITAL ECONOMY

8 Human-Centric Marketing for Brand Attraction 107

Understanding Humans Using Digital Anthropology 110

Building the Six Attributes of Human-Centric Brands 113

Summary: When Brands Become Humans 118

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