Marketing 5.0

Marketing 5.0

by Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
Released February 2021
Publisher(s): Wiley
ISBN: 9781119668510

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Book description

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. 

Table of contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Dedication
  5. About the Authors
  6. Acknowledgments
  7. PART I: Introduction
    1. CHAPTER 1: Welcome to Marketing 5.0
      1. Marketing 4.0: The Pivot to Digital
      2. It's Time for Marketing 5.0
      3. What Is Marketing 5.0?
      4. How Technology Can Enhance Marketing
      5. Five Components of Marketing 5.0
      6. Summary: Technology for Humanity
  8. PART II: Challenges Marketers Face in a Digital World
    1. CHAPTER 2: Generation Gap
      1. Challenges of Serving Different Generations
      2. The Five Generations
      3. The Life Stages of the Five Generations
      4. Generation Gap and Marketing Evolution
      5. Summary: Marketing to Baby Boomers, X, Y, Z, and Alpha
    2. CHAPTER 3: Prosperity Polarization
      1. The Polarized Society
      2. Why Inclusivity and Sustainability Matter
      3. Aligning Strategies to Sustainable Development Goals
      4. Summary: Creating Inclusivity and Sustainability for Society
    3. CHAPTER 4: Digital Divide
      1. The Digital Divide Still Exists
      2. The Perils and Promises of Digitalization
      3. Technology Can Be Personal
      4. Technology Can Be Social
      5. Technology Can Be Experiential
      6. Summary: Making Tech Personal, Social, and Experiential
  9. PART III: New Strategies for Tech-Empowered Marketing
    1. CHAPTER 5: The Digital-Ready Organization
      1. Case Study: COVID-19 as the Digitalization Accelerator
      2. Digital Readiness Assessment
      3. How Ready Are You to Go Digital?
      4. Strategies to Migrate Customers to Digital Channels
      5. Strategies to Build Digital Capabilities
      6. Strategies to Strengthen Digital Leadership
      7. Summary: One Size Doesn't Fit All
    2. CHAPTER 6: The Next Tech
      1. Next Tech Made Possible
      2. Reimagining Business with the Next Tech
      3. Summary: It's Time for Human-Like Technologies to Take Off
    3. CHAPTER 7: The New CX
      1. Revisiting Customer Experience in the Digital World
      2. Keeping Track of Touchpoints: The 5A's
      3. Human and Machine in the New CX
      4. Leveraging the Next Tech for the New CX: A Checklist
      5. Summary: Machines Are Cool, But Humans Are Warm
  10. PART IV: New Tactics Leveraging Marketing Tech
    1. CHAPTER 8: Data-Driven Marketing
      1. The Segments of One
      2. Setting Up Data-Driven Marketing
      3. Summary: Building Data Ecosystem for Better Targeting
    2. CHAPTER 9: Predictive Marketing
      1. Predictive Marketing Applications
      2. Building Predictive Marketing Models
      3. Summary: Anticipating Market Demand with Proactive Action
    3. CHAPTER 10: Contextual Marketing
      1. Building Smart Sensing Infrastructure
      2. Delivering Three Levels of Personalized Experience
      3. Summary: Making a Personalized Sense-and-Respond Experience
    4. CHAPTER 11: Augmented Marketing
      1. Building Tiered Customer Interfaces
      2. Providing Digital Tools for Frontliners
      3. Summary: Delivering Tech-Empowered Human Interaction
    5. CHAPTER 12: Agile Marketing
      1. Why Agile Marketing?
      2. Setting Up Agile Marketing
      3. Agile Marketing Project Management
      4. Summary: Executing Marketing Initiatives at Pace and Scale
  11. Index
  12. End User License Agreement

Product information

  • Title: Marketing 5.0
  • Author(s): Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
  • Release date: February 2021
  • Publisher(s): Wiley
  • ISBN: 9781119668510