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