Marketing 5.0: Technology for Humanity
暫譯: 行銷 5.0：科技為人類服務

Kotler, Philip, Setiawan, Iwan, Kotler, Philip

Marketing 5.0: Technology for Humanity
  • 出版商: Wiley
  • 出版日期: 2021-02-03
  • 售價: $1,220
  • 貴賓價: 9.5 折 $1,159
  • 語言: 英文
  • 頁數: 224
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 1119668514
  • ISBN-13: 9781119668510
  • 相關分類: 行銷/網路行銷 Marketing

    • 海外代購書籍(需單獨結帳)

相關主題

商品描述

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.

商品描述(中文翻譯)

從業界最佳者重新發現行銷的基本原則

在Marketing 5.0中，著名的「行銷四大要素」推廣者Philip Kotler解釋了行銷人員如何利用科技來滿足客戶需求並在世界上產生影響。

在這個行銷人員面臨數位轉型和客戶行為變化的新時代，本書為行銷人員提供了一種將科技與商業模式演變整合，並應對過去十年消費者行為劇變的方法。

根據他暢銷書系列Marketing X.0中提出的模式，Philip Kotler涵蓋了理解現代行銷所需的關鍵主題，包括：

- 用於行銷自動化的人工智慧

- 敏捷行銷

- 「單一細分市場」行銷

- 情境科技

- 用於行銷的臉部識別和語音技術

- 客戶體驗（CX）的未來

- 跨媒體敘事

- 「隨時隨地」的服務交付

- 「一切即服務」商業模式

- 用於行銷的物聯網和區塊鏈

- 虛擬和擴增實境行銷

- 企業行動主義

本書非常適合傳統和數位行銷人員，以及行銷和商業的學生和教師，Marketing 5.0以可行的建議和獨特的見解重新振興了行銷領域。

作者簡介

PHILIP KOTLER, PHD, is Professor Emeritus of Marketing at the Kellogg School of Management, where he held the S.C. Johnson & Son Professorship of International Marketing. The Wall Street Journal ranks him as one of the top six most influential business thinkers. He is the recipient of numerous awards and honorary degrees from schools worldwide. Philip has an incredible international presence-- his books have been translated into more than 25 languages, and he regularly speaks on the international circuit.

HERMAWAN KARTAJAYA is the founder and Executive Chairman of MarkPlus, Inc., and is one of the "50 Gurus Who Have Shaped the Future of Marketing," according to the Chartered Institute of Marketing, United Kingdom. Hermawan is also a recipient of the Distinguished Global Leadership Award from the Pan-Pacific Business Association at the University of Nebraska-Lincoln. He is also the Chairman of the Asia Council for Small Business and a co-founder of the Asia Marketing Federation.

IWAN SETIAWAN is the Chief Executive Officer of MarkPlus, Inc., where he helps businesses design their corporate and marketing strategies. A frequent writer and speaker, Iwan is also the Editor-in-Chief of Marketeers.

作者簡介(中文翻譯)

菲利普·科特勒 (PHILIP KOTLER), 博士 是凱洛格管理學院的行銷榮譽教授，曾擔任S.C. 約翰遜公司國際行銷教授。《華爾街日報》將他評選為六位最具影響力的商業思想家之一。他獲得了來自全球各大學的多項獎項和榮譽學位。菲利普在國際上享有極高的聲譽——他的著作已被翻譯成超過25種語言，並且他經常在國際場合發表演講。

赫瑪萬·卡塔雅 (HERMAWAN KARTAJAYA) 是MarkPlus, Inc.的創始人及執行主席，根據英國特許行銷學會的說法，他是「塑造行銷未來的50位大師」之一。赫瑪萬還獲得了內布拉斯加州林肯大學泛太平洋商業協會頒發的傑出全球領導獎。他同時也是亞洲小型企業理事會的主席及亞洲行銷聯盟的共同創始人。

伊萬·塞提亞萬 (IWAN SETIAWAN) 是MarkPlus, Inc.的首席執行官，協助企業設計其企業及行銷策略。伊萬是一位經常撰寫和演講的專家，並擔任《行銷人 (Marketeers)》的主編。

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