Marketing 4.0: Moving From Traditional to Digital

Author：Philip Kotler，Hermawan Kartajaya，Iwan Setiawan

Hardcover: 208 pages

Publisher: John Wiley & Sons (3 Jan. 2017)

Language: English

ISBN-10: 1119341205

ISBN-13: 978-1119341208

Product Dimensions: 17 x 4.3 x 24.1 cm

書籍簡介

不是被顛覆而是進化營銷的進化卷軸:從營銷革命1.0到營銷革命4.0 

產品導向、客户品牌導向、價值觀導向、共創導向 

《營銷革命4.0》以大數據、社羣、價值觀營銷為基礎，企業將營銷的中心轉移到如何與消費者積極互動、尊重消費者作為“主體”的價值觀，讓消費者更多地參與到營銷價值的創造中來。在數字化連接的時代，洞察與滿足這些連接點所代表的需求，幫助客户實現自我價值，就是營銷革命4.0所需要面對和解決的問題，它是以價值觀、連接、大數據、社區、新一代分析技術為基礎所造就的。營銷革命4.0面對客户購買過程中方方面面的需求，提供了具有深度和廣度的人本銷售升級版方案。我們希望讀者能從本書中獲得啟示和靈感，在未來與我們一起再次定義市場營銷。

Marketing has changed forever this is what comes next

Marketing 4.0: Moving from Traditional to Digital is the much–needed handbook for next–generation marketing. Written by the world′s leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today′s customers have less time and attention to devote to your brand and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace′s shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub–culture splintering that will shape tomorrow′s consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today.

Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world–class insight you need to make it happen.

· Discover the new rules of marketing

· Stand out and create WOW moments

· Build a loyal and vocal customer base

· Learn who will shape the future of customer choice

Every few years brings a "new" marketing movement, but experienced marketers know that this time its different; it′s not just the rules that have changed, it′s the customers themselves. Marketing 4.0 provides a solid framework based on a real–world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before.

作者簡介

菲利普·科特勒（Philip Kotler）

美國西北大學凱洛格管理學院國際市場學S. C. 強生榮譽教授，被譽為“現代營銷學之父”。他被《華爾街日報》譽為“六位有影響力的商業思想家”之一，所獲獎項和榮譽眾多，蜚聲國際。他獲得芝加哥大學經濟學碩士和麻省理工學院（MIT）經濟學博士學位。其著作被翻譯成25種語言，是國際論壇的座上賓，國際影響力十分深遠。

何麻温·卡塔加雅（Hermawan Kartajaya）

MarkPlus營銷公司（www.mark-plusinc.com）創始人兼首席執行官，獲評英國特許營銷協會“奠定未來營銷業的50位哲人”。於內布拉斯加大學林肯分校獲泛太平洋商業協會頒發的傑出全球領袖獎。現任亞洲小企業理事會主席，該組織是國際小企業理事會的亞洲分支，同時他還是亞洲市場營銷聯盟的聯合創始人之一。

伊萬·塞蒂亞萬（Iwan Setiawan）

MarkPlus營銷公司的首席運營官，主要負責企業定製營銷戰略。他擅長寫作與演講，同時是Marketeers雜誌的首席編輯，獲西北大學凱洛格管理學院的工商管理學碩士學位和印度尼西亞大學工程學碩士學位。