Marketing 4.0
Реклама. ООО «ЛитРес», ИНН: 7719571260.
Оглавление
Setiawan Iwan. Marketing 4.0
ACKNOWLEDGMENTS
PROLOGUE. FROM MARKETING 3.0 TO MARKETING 4.0
ABOUT THE AUTHORS
PART I. FUNDAMENTAL TRENDS SHAPING MARKETING
1. POWER SHIFTS TO THE CONNECTED CUSTOMERS
2. THE PARADOXES OF MARKETING TO CONNECTED CUSTOMERS
3. THE INFLUENTIAL DIGITAL SUBCULTURES
4. MARKETING 4.0 IN THE DIGITAL ECONOMY
PART II. NEW FRAMEWORKS FOR MARKETING IN THE DIGITAL ECONOMY
5. THE NEW CUSTOMER PATH
6. MARKETING PRODUCTIVITY METRICS
7. INDUSTRY ARCHETYPES AND BEST PRACTICES
PART III. TACTICAL MARKETING APPLICATIONS IN THE DIGITAL ECONOMY
8. HUMAN-CENTRIC MARKETING FOR BRAND ATTRACTION
9. CONTENT MARKETING FOR BRAND CURIOSITY
10. OMNICHANNEL MARKETING FOR BRAND COMMITMENT
11. ENGAGEMENT MARKETING FOR BRAND AFFINITY
EPILOGUE
GETTING TO WOW!
Отрывок из книги
Marketing 4.0
Moving from Traditional to Digital
.....
In this transitional era, a new marketing approach is required. Thus, we introduce Marketing 4.0 as the natural outgrowth of Marketing 3.0. The major premise of this book is that marketing should adapt to the changing nature of customer paths in the digital economy. The role of marketers is to guide customers throughout their journey from awareness and ultimately to advocacy.
The first part of the book is the result of our observation of the world we are living in. We start by embracing the three power shifts that are shaping our world. We move further by exploring how connectivity has fundamentally changed human lives. Moreover, we take a deeper look into the major digital subcultures of youth, women, and netizens that will serve as foundations for a completely new breed of customer.
.....