Marketing 4.0 : moving from traditional to digital /: moving from traditional to digital. ([2017])

• Record Type: Book
• Further Information: Note: Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan.
• Authors: Kotler, Philip; Kartajaya, Hermawan, 1947-; Setiawan, Iwan
• Contents: Fundamental trends shaping marketing. Power shifts to the connected customers -- The paradoxes of marketing to connected customers -- The influential digital subcultures -- Marketing 4.0 in the digital economy -- New frameworks for marketing in the digital economy. The new customer path -- Marketing productivity metrics -- Industry archetypes and best practices -- Tactical marketing applications in the digital economy. Human-centric marketing for brand attraction -- Content marketing for brand curiosity -- Omnichannel marketing for brand commitment -- Engagement marketing for brand affinity -- Epilogue: Getting WOW!
• Publisher Details: Hoboken, New Jersey : John Wiley & Sons, Inc
• Publication Date: 2017
• Extent: 1 online resource
• Subjects: 658.8; Marketing; Internet marketing; Internet marketing; Marketing; BUSINESS & ECONOMICS / Industrial Management; BUSINESS & ECONOMICS / Management; BUSINESS & ECONOMICS / Management Science; BUSINESS & ECONOMICS / Organizational Behavior; Electronic books
• Languages: English
• ISBNs: 9781119341062; 9781119341147; 1119341140
• Related ISBNs: 111934106X; 9781119341208; 1119341205
• Notes: Note: Print version record.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.