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Marketing 5.0: Technology for Humanity Hardcover – 12 January 2021

4.6 out of 5 stars 242 ratings

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Product description

From the Inside Flap

From the promoter of "The 4 P's of Marketing," Marketing 5.0: Technology for Humanity is the latest update in the seminal work of Dr. Philip Kotler, a renowned authority on international marketing. In this book, Dr. Kotler— along with Hermawan Kartajaya and Iwan Setiawan—integrates the major movements facing marketers today: dramatic technological advances, changes in customer behavior, and shifts in accepted business models.

Marketing 5.0 describes, in practical and accessible detail, how these three fundamental changes in markets, business and technology require firms to conquer new and formidable challenges as they strive to bring their products and services to market. The authors focus on the idea of "Technology for Humanity" and finding ways to use technology to advance customers' non-material needs.

Written in three parts, the book begins with an analysis of how generational changes have created a new kind of customer behavior and how to overcome the differences that divide the public, including economic inequality and political strife, to effectively reach your entire market. Part Two details the new strategic directions being taken by businesses around the world and how to address the new business models that define the modern environment. Finally, Part Three explores the reality of rapid technological development in areas like artificial intelligence, the ubiquity of sensors, augmented and virtual reality, and the Internet of Things.

Perfect for Chief Marketing Officers, managers, leaders, and employees in marketing departments of organizations of all sizes, Marketing 5.0 is also an indispensable resource for anyone involved in a small or medium-sized business that seeks to improve its marketing capabilities.

From the Back Cover

PRAISE FOR MARKETING 5.0

"What really impresses me about this book is how it integrates the power of modern technologies and the emerging value systems of humanity. The book supports the marketers of the future to understand this integration and to convert it into actions, which are both effective and sustainable."
—
HERMANN SIMON, Founder and Honorary Chairman, Simon-Kucher & Partners

"Phil Kotler has an amazing ability to bring clarity to the past, present, and future of marketing, always understanding what needs to be enduring and what needs to be changed. With Marketing 5.0, Kotler and his co-authors boldly incorporate digital technologies into marketing thinking, planning, and implementation. Timely and timeless, Marketing 5.0 is your indispensable guide to marketing success."
—
KEVIN LANE KELLER, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College

"A timely and far-reaching guide to the potential of digital technologies to transform business practice. Marketers that grasp these possibilities sooner than their rivals and then act on them faster will give their firms a durable advantage."
—
GEORGE DAY, Geoffrey T. Boisi Professor Emeritus, Wharton School of the University of Pennsylvania

"The book is timely and has great relevance at the present COVID-19 time. The continued lockdown in many countries has forced companies to look at the digital aspects of marketing. It is also the right size to be a handbook for practicing managers."
—
WALTER VIERA, Former Chairman, International Council of Management Consulting Institutes

Product details

  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 224 pages
  • ISBN-10 ‏ : ‎ 1119668514
  • ISBN-13 ‏ : ‎ 978-1119668510
  • Customer reviews:
    4.6 out of 5 stars 242 ratings

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Starjet55
4.0 out of 5 stars A short and informative read!
Reviewed in the United Kingdom 🇬🇧 on 14 May 2021
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Chris Budgen
2.0 out of 5 stars If you anything about modern Marketing, this book is basically a waste of time
Reviewed in Germany 🇩🇪 on 22 January 2022
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MienYas
5.0 out of 5 stars A good read for all entrepreneurs, managers, business leaders (not just marketing)
Reviewed in Germany 🇩🇪 on 2 July 2021
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Marta
5.0 out of 5 stars Vale la pena leerlo
Reviewed in Spain 🇪🇸 on 11 November 2021
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Andrea
1.0 out of 5 stars CAPA DURA PROPAGANDA ENGANOSA
Reviewed in Brazil 🇧🇷 on 19 February 2022
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