TY  - BOOK
AU  - Kotler, Philip
AU  - Hermawan, Kartajaya
AU  - Iwan, Setiawan
TI  - Marketing 5.0 Technology for Humanity
SN  - 9781119668510
AV  - HF 5415.1265 K67M 2021
PY  - 2021///
CY  - Newark
PB  - John Wiley & Sons
KW  - MARKETING
KW  - INTERNET MARKETING
KW  - MANAGEMENT
KW  - CONSUMER BEHAVIOR
KW  - ELECTRONIC COMMERCE
N1  - Part I : Introduction p.1-2 -- Welcome to Marketing 5.0 : Technology for Humanity p.3-16; Part II : Challenges Marketers Face in a Digital World p.17-18 -- Generation Gap: Marketing to Baby Boomers,X,Y,Z, and Alpha p.19-34 -- Prosperity Polarization : Creating Inclusivity and Sustainability for Society p.35-50 -- Digital Divide: Making Tech Personal, Social, and Experiential p.51-68; Part III : New Strategies For Tech-Empowered Marketing p.69-70 -- The Digital-Ready Organization: One Strategy Doesn't Fit All p.71-88 -- The Next Tech: It's Time for Human-Like Technologies to Take Off p.89-106 -- The New CX: Machines Are Coo,but Humans Are Warm p.107-126; Part IV : New Tactics Leveraging Marketing Tech p.127-128 -- Data-Driven Marketing: Building a Data Ecosystem for Better Targeting p.129-142 -- Predictive Marketing: Anticipating Market Demand with Proactive Action p.143-156 -- Contextual Marketing: Making a Personalized Sense-and-Respond Experience p.157-168 -- Augmented Marketing: Delivering Tech-Empowered Human Interaction p.169-180 -- Agile Marketing: Executing Operations at Pace and Scale p.181-194
ER  -