Transformative Marketing: Combining New Age Technologies and Human Insights
Kumar, V., Kotler, Philip
- 出版商: Palgrave MacMillan
- 出版日期: 2024-06-22
- 售價: $1,410
- 貴賓價: 9.5 折 $1,340
- 語言: 英文
- 頁數: 379
- 裝訂: Quality Paper - also called trade paper
- ISBN: 3031596366
- ISBN-13: 9783031596360
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相關分類:
行銷/網路行銷 Marketing
下單後立即進貨 (約1週~2週)
商品描述
This book gives an indispensable guide to navigating the shift in customer behavior and discovers how to rally their resources, cultivate capabilities, and forge strategies that harness cutting-edge technologies. In today's tech-centric world, customers crave lightning-fast digital experiences and demand instant solutions. In response, firms are changing the way they do business by accelerating the application of new age technologies, revamping processes, building new organizational structures, and innovating new business models.
The authors unveil the secrets of integrating diverse data sources, principles of Marketing 5.0 and employing advanced techniques to unearth profound insights about the customers.
This work is the ticket to the latest in AI, machine learning, drones, and other game-changing technologies. Stay ahead of the curve by learning not just what tech to use, but how, when, and why to deploy it in this digital age.
For the trailblazers with the influence and resources to reshape marketing strategies, this book is the essential read. Executives climbing the corporate ladder will find it a compass, unraveling how new age technologies dance with both traditional and emerging marketing practices. And for MBA students hungry for insights on navigating the digital era's competitive landscape, this book is the treasure trove of tools and real-world cases. Dive in and chart the course in the tech-driven marketing landscape!
商品描述(中文翻譯)
這本書提供了一個不可或缺的指南，以應對客戶行為的轉變，並發現如何善用資源、培養能力，並制定利用尖端技術的策略。在當今以科技為中心的世界中，客戶渴望快速的數位體驗，並要求即時解決方案。作為回應，企業正在改變他們的經營方式，加速應用新時代的技術，改革流程，建立新的組織結構，並創新新的商業模式。
作者揭示了整合多樣化資料來源的秘訣，Marketing 5.0原則以及運用先進技術來揭示關於客戶的深刻洞察。
這本書是了解人工智慧、機器學習、無人機和其他具有顛覆性影響的技術的最新資訊的入場券。在這個數位時代，通過學習不僅僅是使用什麼技術，還要了解如何、何時以及為什麼在其中應用，以保持領先。
對於有影響力和資源來重塑營銷策略的先驅者來說，這本書是必讀之選。正在攀升企業階梯的高管將會發現它是一個指南，揭示新時代技術如何與傳統和新興營銷實踐相結合。而對於渴望了解如何在數位時代的競爭環境中航行的MBA學生來說，這本書是工具和實際案例的寶庫。立即深入研究，規劃在科技驅動的營銷領域中的路徑！
作者簡介
Dr. V. Kumar (VK) is Professor of Marketing and the Goodman Academic-Industry Partnership Professor in the Goodman School of Business at Brock University, ON, Canada. VK has held several Endowed Distinguished Faculty Positions in the USA and Distinguished Fellowships across universities worldwide. VK has been honored as a Legend in Marketing through the 10-Volume Legends in Marketing series published by Sage Publications with commentaries from scholars worldwide. VK has published over 300 scholarly papers and over 30 books. The American Marketing Association has instituted the V Kumar Mentorship Award to honor his contributions in mentoring future generations of scholars.
Dr. Philip Kotler is S.C. Johnson Distinguished Professor of International Marketing (emeritus) at the Kellogg School of Management, Northwestern University. He received his MA degree at the University of Chicago and Ph.D. Degree at MIT in economics. He published 90 books and 170 articles in leading journals. He has won many awards including the 9-Volume "Legends in Marketing" award. He consulted IBM, GE, AT&T, Honeywell, Bank of America, and Merck. He has been an AMA Director; a Drucker Foundation member. He received 22 honorary doctoral degrees. He has taught in Europe, Asia, and South America.
作者簡介(中文翻譯)
Dr. V. Kumar (VK)是加拿大布洛克大學古德曼商學院的行銷學教授和古德曼學術-產業合作教授。VK曾在美國擔任多個捐助的傑出教職，並在世界各地的大學擔任傑出研究員。VK被Sage Publications出版的10卷《行銷傳奇》系列書籍譽為行銷界的傳奇，並獲得全球學者的評論。VK已發表超過300篇學術論文和30本書籍。美國行銷學會設立了V Kumar Mentorship Award，以表彰他在培養未來學者方面的貢獻。
Dr. Philip Kotler是西北大學凱洛格管理學院的S.C. Johnson傑出國際行銷教授（名譽退休）。他在芝加哥大學獲得碩士學位，並在麻省理工學院獲得經濟學博士學位。他發表了90本書籍和170篇領先期刊的文章。他獲得了包括9卷《行銷傳奇》獎在內的多個獎項。他曾為IBM、GE、AT&T、Honeywell、Bank of America和Merck等公司提供顧問服務。他曾擔任美國行銷學會理事和德魯克基金會成員。他獲得了22個榮譽博士學位。他曾在歐洲、亞洲和南美教授。
