Marketing 4.0: moving from traditional to digital Philip Kotler, Hermawan Kartajaya, Iwan Setiawan.
Publication details: Hoboken, New Jersey Wiley 2017Description: xix, 184 pages 24 cmISBN:- 9781119341208
- HF5415 .K683 2017
Item type | Current library | Call number | Status | Date due | Barcode | Item holds | |
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Strathmore University (Main Library) Open Shelf | HF5415 .K683 2017 | Available | 80057 | |||
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Strathmore University (Main Library) Open Shelf | HF5415 .K683 2017 | Available | 80056 | |||
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Strathmore University (Main Library) Open Shelf | HF5415 .K683 2017 | Available | 80054 | |||
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Strathmore University (Main Library) Open Shelf | HF5415 .K683 2017 | Available | 80052 | |||
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Strathmore University (Main Library) Open Shelf | HF5415 .K683 2017 | Available | 79856 |
Includes index.
Fundamental trends shaping marketing. Power shifts to the connected customers -- The paradoxes of marketing to connected customers -- The influential digital subcultures -- Marketing 4.0 in the digital economy -- New frameworks for marketing in the digital economy. The new customer path -- Marketing productivity metrics -- Industry archetypes and best practices -- Tactical marketing applications in the digital economy. Human-centric marketing for brand attraction -- Content marketing for brand curiosity -- Omnichannel marketing for brand commitment -- Engagement marketing for brand affinity -- Epilogue: Getting WOW!
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