Ringkasan :
Irom 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.

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