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Marketing 4.0: Moving From Traditional to Digital
Author：Philip Kotler，Hermawan Kartajaya，Iwan Setiawan
Hardcover: 208 pages
Publisher: John Wiley & Sons (3 Jan. 2017)
Language: English
ISBN-10: 1119341205
ISBN-13: 978-1119341208
Product Dimensions: 17 x 4.3 x 24.1 cm
书籍简介
不是被颠覆而是进化营销的进化卷轴:从营销革命1.0到营销革命4.0
产品导向、客户品牌导向、价值观导向、共创导向
《营销革命4.0》以大数据、社群、价值观营销为基础，企业将营销的中心转移到如何与消费者积极互动、尊重消费者作为“主体”的价值观，让消费者更多地参与到营销价值的创造中来。在数字化连接的时代，洞察与满足这些连接点所代表的需求，帮助客户实现自我价值，就是营销革命4.0所需要面对和解决的问题，它是以价值观、连接、大数据、社区、新一代分析技术为基础所造就的。营销革命4.0面对客户购买过程中方方面面的需求，提供了具有深度和广度的人本销售升级版方案。我们希望读者能从本书中获得启示和灵感，在未来与我们一起再次定义市场营销。
Marketing has changed forever this is what comes next
Marketing 4.0: Moving from Traditional to Digital is the much–needed handbook for next–generation marketing. Written by the world′s leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today′s customers have less time and attention to devote to your brand and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace′s shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub–culture splintering that will shape tomorrow′s consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today.
Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world–class insight you need to make it happen.
· Discover the new rules of marketing
· Stand out and create WOW moments
· Build a loyal and vocal customer base
· Learn who will shape the future of customer choice
Every few years brings a "new" marketing movement, but experienced marketers know that this time its different; it′s not just the rules that have changed, it′s the customers themselves. Marketing 4.0 provides a solid framework based on a real–world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before.
作者简介
菲利普·科特勒（Philip Kotler）
美国西北大学凯洛格管理学院国际市场学S. C. 强生荣誉教授，被誉为“现代营销学之父”。他被《华尔街日报》誉为“六位有影响力的商业思想家”之一，所获奖项和荣誉众多，蜚声国际。他获得芝加哥大学经济学硕士和麻省理工学院（MIT）经济学博士学位。其著作被翻译成25种语言，是国际论坛的座上宾，国际影响力十分深远。
何麻温·卡塔加雅（Hermawan Kartajaya）
MarkPlus营销公司（www.mark-plusinc.com）创始人兼首席执行官，获评英国特许营销协会“奠定未来营销业的50位哲人”。于内布拉斯加大学林肯分校获泛太平洋商业协会颁发的杰出全球领袖奖。现任亚洲小企业理事会主席，该组织是国际小企业理事会的亚洲分支，同时他还是亚洲市场营销联盟的联合创始人之一。
伊万·塞蒂亚万（Iwan Setiawan）
MarkPlus营销公司的首席运营官，主要负责企业定制营销战略。他擅长写作与演讲，同时是Marketeers杂志的首席编辑，获西北大学凯洛格管理学院的工商管理学硕士学位和印度尼西亚大学工程学硕士学位。
