| Titre : | Marketing 4.0 : moving from traditional to digital |
| Auteurs : | Philip KOTLER, Auteur ; Hermawan KARTAJAYA, Auteur ; Iwan SETIAWAN, Auteur |
| Type de document : | Document électronique |
| Editeur : | Hoboken [Etats-Unis] : John Wiley & Sons, 2017 |
| ISBN/ISSN/EAN : | 978-1-119-34120-8 |
| Format : | 184 p. / ill. / pdf |
| Langues: | Anglais |
| Index. décimale : | 730 (Marketing) |
| Catégories : |
Thésaurus du Management INTERNET ; MARKETING STRATEGIQUE ; MARKETING VIRAL ; MODELE DE MARKETING ; RESEAU SOCIAL ; TIC |
| Résumé : | Today's customers have less time and attention to devote to your brand and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace's shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow's consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today. Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. (source Dawsonenter) |
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