book

Marketing 5.0

by Philip Kotler, Hermawan Kartajaya, Iwan Setiawan

February 2021

Beginner

224 pages

4h 55m

English

Wiley

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Marketing 4.0: The Pivot to DigitalIt's Time for Marketing 5.0What Is Marketing 5.0?How Technology Can Enhance MarketingFive Components of Marketing 5.0Summary: Technology for Humanity
Challenges of Serving Different GenerationsThe Five GenerationsThe Life Stages of the Five GenerationsGeneration Gap and Marketing EvolutionSummary: Marketing to Baby Boomers, X, Y, Z, and Alpha

The Polarized SocietyWhy Inclusivity and Sustainability MatterAligning Strategies to Sustainable Development GoalsSummary: Creating Inclusivity and Sustainability for Society
The Digital Divide Still ExistsThe Perils and Promises of DigitalizationTechnology Can Be PersonalTechnology Can Be SocialTechnology Can Be ExperientialSummary: Making Tech Personal, Social, and Experiential
Case Study: COVID-19 as the Digitalization AcceleratorDigital Readiness AssessmentHow Ready Are You to Go Digital?Strategies to Migrate Customers to Digital ChannelsStrategies to Build Digital CapabilitiesStrategies to Strengthen Digital LeadershipSummary: One Size Doesn't Fit All
Next Tech Made PossibleReimagining Business with the Next TechSummary: It's Time for Human-Like Technologies to Take Off
Revisiting Customer Experience in the Digital WorldKeeping Track of Touchpoints: The 5A'sHuman and Machine in the New CXLeveraging the Next Tech for the New CX: A ChecklistSummary: Machines Are Cool, But Humans Are Warm
The Segments of OneSetting Up Data-Driven MarketingSummary: Building Data Ecosystem for Better Targeting
Predictive Marketing ApplicationsBuilding Predictive Marketing ModelsSummary: Anticipating Market Demand with Proactive Action
Building Smart Sensing InfrastructureDelivering Three Levels of Personalized ExperienceSummary: Making a Personalized Sense-and-Respond Experience
Building Tiered Customer InterfacesProviding Digital Tools for FrontlinersSummary: Delivering Tech-Empowered Human Interaction
Why Agile Marketing?Setting Up Agile MarketingAgile Marketing Project ManagementSummary: Executing Marketing Initiatives at Pace and Scale

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Marketing's purpose always is to enhance people's lives and contribute to the Common Good.

—Philip Kotler

To all Asians, especially my Asia Marketing Federation brothers and sisters. We at MarkPlus, Inc. are very proud to collaborate with Philip Kotler as a knowledge lab for many books since 1998, including the Marketing X.0 series.

—Hermawan Kartajaya

Dedicated to the loving memory of my mom, Shinta, and my daughter, Keyvlin, who passed away during the writing of this book. Thank you to my family—my dad, Setiawan, my sister, Sisca, my wife, Louise, and my son, Jovin—for their endless love and care.

—Iwan Setiawan