000			02878nam a22002657a 4500
005			20230909103724.0
008			230909b th ||||| |||| 00| 0 tha d
020			_a9781119668510
040			_aPIMLIB _cPIMLIB
050			_aHF5415 .K598M _y2021
100			_aKotler, Philip
245			_aMarketing 5.0 : _btechnology for humanity / _cPhilip Kotler, Hermawan Kartajaya, Iwan Setiawan.
246			_aMarketing five point zero
246			_aTechnology for humanity
260			_aHoboken, N.J. : _bWiley, _cc2021
300			_axi, 206 p. _bill.
504			_aIncludes index.
505			_aWelcome to marketing 5.0 : technology for humanity -- Generation gap : marketing to Baby Boomers, X, Y, Z, and Alpha -- Prosperity polarization : creating inclusivity and sustainability for society -- Digital divide : making tech personal, social, and experiential -- The digital-ready organization : one strategy doesn't fit all -- The next tech : it's time for human-like technologies to take off -- The new CX : machines are cool, but humans are warm -- Data-driven marketing : building a data ecosystem for better targeting -- Predictive marketing : anticipating market demand with proactive action -- Contextual marketing : making a personalized sense-and-respond experience -- Augmented marketing : delivering tech-empowered human interaction -- Agile marketing : executing operations at pace and scale.
520			_a"Famous for inventing 'The 4 P's of Marketing' Professor Phil Kotler's textbooks have trained generations of marketers in the basics of this challenging discipline. In Marketing 5.0 he explains the greatest problem facing marketers today how to integrate three major movements that are changing global markets and customer behavior: Dramatic advances in technology such as AI, Sensors, and the Internet of Things, which are enabling extreme forms of customer targeting and personalization; Dramatic shifts in customer behavior, such as Whatever-Whenever-Wherever (WWW) and the differences between Generations X, Y, Z, and Alpha; And dramatic shifts in business models such as Everything as a Service, Physical/Digital business models. His solution to integrating these challenging forces is Technology for Humanity--finding ways to use technology to advance Customers' non-material needs, and satisfy material desires in ways that also uplift the human spirit, and honor larger human goals, such as justice and environmental protection. Marketers are struggling to cope with the digital transformation of business and the changing behavior of customers. Marketing 5.0 explains how marketers can use technology to address customers' deepest needs, and make a difference."-- Provided by publisher.
650		0	_92095 _aMarketing
650		0	_922512 _aTechnology
700			_967948 _aKartajaya, Hermawan
700			_932282 _aSetiawan, Iwan.
942			_cBK
999			_c1000339 _d1000339