Marketing 5.0: Technology for Humanity

Marketing 5.0: Technology for Humanity

  • Downloads：4997
  • Type：Epub+TxT+PDF+Mobi
  • Create Date：2021-03-29 11:11:08
  • Update Date：2025-09-06
  • Status：finish
  • Author：Philip Kotler
  • ISBN：1119668514
  • Environment：PC/Android/iPhone/iPad/Kindle
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Summary

Rediscover the fundamentals of marketing from the best in the business

In Marketing 5。0， the celebrated promoter of the "Four P's of Marketing，" Philip Kotler， explains how marketers can use technology to address customers' needs and make a difference in the world。

In a new age when marketers are struggling with the digital transformation of business and the changing behavior of customers， this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade。

Following the pattern presented in his bestselling Marketing X。0 series， Philip Kotler covers the crucial topics necessary to understand modern marketing， including:

- Artificial Intelligence for marketing automation

- Agile marketing

- "Segments of one" marketing

- Contextual technology

- Facial recognition and voice tech for marketing

- The future of Customer Experience （CX）

- Transmedia storytelling

- The "Whatever-Whenever-Wherever" service delivery

- "Everything-As-A-Service" business model

- Internet of Things and blockchain for marketing

- Virtual and augmented reality marketing

- Corporate activism

Perfect for traditional and digital marketers， as well as students and teachers of marketing and business， Marketing 5。0 reinvigorates the field of marketing with actionable recommendations and unique insights。

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Reviews

Anisa Listya ，

Review Marketing 5。0: Technology for HumanityTechnological developments affect various aspects of life and of course bring new paradigms in business， especially in the field of marketing。 Digitalization is driving changes in marketing styles and strategies。 Marketing 5。0 offers collaboration between the next tech and customer experience （new experience）， with a human approach （Humanity）。 Next tech is applied to help marketers create， communicate， deliver， and increase value throughout the custom Review Marketing 5。0: Technology for HumanityTechnological developments affect various aspects of life and of course bring new paradigms in business， especially in the field of marketing。 Digitalization is driving changes in marketing styles and strategies。 Marketing 5。0 offers collaboration between the next tech and customer experience （new experience）， with a human approach （Humanity）。 Next tech is applied to help marketers create， communicate， deliver， and increase value throughout the customer journey。Next tech provides new experiences and perspectives for customers to get a thorough understanding of the brand and product until they finally decide to choose it。 From being interested to being curious and wanting to know more。 Start stalking on social media， browsing and reading reviews related to brands and products。 Then began to love and decided to take a more serious level （engagement）。 Until finally when the customer feels comfortable and enjoys the journey， a sense of trust and loyalty will emerge。 Customers are willing to pay a premium price because they feel an emotional attachment and remain loyal。Marketing 5。0， by definition， is the application of human-mimicking technologies to create， communicate， deliver， and enhance value across the customer journey。 One of the critical themes in Marketing 5。0 is what we call the next tech， which is a group of technologies that aim to emulate the capabilities of human marketers。 It includes AI， NLP， sensors， robotics， augmented reality （AR）， virtual reality （VR）， IoT， and blockchain。 A combination of these technologies is the enabler of Marketing 5。0。 The Bionics， human-mimicking technologies， allows customers to have experiences with products and feel like reality。 Technology brings contextual digital experiences to the physical world。The speed and accuracy of technology makes life easier and makes the distant closer （on the other hand also makes the near distant！）。 Pandemic conditions that have created a new normal had made drastic changes in life。 Blessing in disguise， human always find the way to survive。 The need for various virtual applications and services is increasing。 The use of digital technology in various activities such as webinars， virtual concerts， virtual medical treatment， meetings， worship， sports， traveling， and others， makes marketers more creative in creating content and marketing products。 Payment with various choices of digital wallets （cashless）， promos and cash back， and the ease of shopping on various digital marketplace platforms make customers， especially Gen Z and Y， even more generous。Marketing 5。0 focuses on three related applications: predictive marketing， contextual marketing， and augmented marketing。 Data driven marketing and augmented marketing as disciplines are the foundation for running these three applications。 In essence， technology will enable marketing to be data-based， predictive， contextual， augmented， and agile。Will the next tech replace human in the future？ Of course， BIG NO！ As great and sophisticated as any technology， it is still man-made。 Meanwhile， humans are His perfect creation。 AI can process data and analyze behavior， but it is humans who execute attitudes and values。 The emotion makes a human Human。 Machines are Cool， but Humans are Warm （love this quote！）。Are you ready for Marketing 5。0: Technology for Humanity？Big thanks to MarkPlus， Inc and Marketeers for nice sharing and insights。 See ya at the next Hangouts。# ReviewMarketing 50---------------------------------------------------------------------------Perkembangan teknologi memengaruhi berbagai aspek kehidupan dan tentunya membawa paradigma baru dalam bisnis terutama dalam bidang pemasaran。 Digitalisasi mendorong perubahan dalam gaya dan strategi marketing。 Marketing 5。0 menawarkan kolaborasi antara teknologi mutakhir （next tech） dengan pengalaman customer （new experience）， dengan pendekatan kemanusiaan （Humanity）。 Next tech diterapkan untuk membantu pemasar membuat， berkomunikasi， menyampaikan， dan meningkatkan nilai di seluruh perjalanan pelanggan （customer journey）。 Next tech memberikan pengalaman dan perspektif baru bagi pelanggan untuk mendapatkan pemahaman menyeluruh mengenal brand dan produk sampai akhirnya memutuskan untuk memilihnya。 Istilah anak mudanya pedekate。 Dari ketertarikan menjadi penasaran dan ingin mengenal lebih jauh。 Mulai deh stalking di medsos， browsing dan membaca review-review terkait brand dan produknya。 Lalu mulai sayang-sayangnya dan memutuskan untuk ke jenjang yang lebih serius （engagement）。 Sampai akhirnya saat pelanggan merasa nyaman dan menikmati perjalanannya akan muncul rasa percaya dan loyalitas。 Pelanggan rela membayar dengan harga premium karena merasa ada keterikatan emosional dan tetap setia （dengan catatan tidak ada pelakor alias perebut lapak orang）。 The Bionics， teknologi aplikasi yang menyerupai manusia （AI， NLP， sensor tech， robotics， Mixed Virtual， IoT & blockchain） memungkinkan pelanggan merasakan pengalaman yang terasa amat nyata。 Teknologi menghadirkan pengalaman digital kontekstual ke dunia fisik。Kecepatan dan ketepatan teknologi membuat hidup menjadi lebih mudah dan membuat yang jauh menjadi dekat （di lain pihak juga membuat yang dekat menjadi jauh！）。 Kondisi pandemi yang menimbulkan tatanan kenormalan baru membuat perubahan drastis dalam kehidupan。 Blessing in disguise， human always find the way to survive。 Kebutuhan akan berbagai aplikasi dan layanan virtual semakin meningkat。 Pemanfaatan teknologi digital di berbagai aktivitas mulai dari webinar， konser virtual， berobat virtual， rapat， ibadah， olahraga， travelling， dan lainnya， membuat pemasar semakin kreatif dalam membuat konten dan memasarkan produk。 Pembayaran dengan berbagai pilihan dompet digital （cashless）， promo dan cashback， dan kemudahan berbelanja pada berbagai platform marketplace digital membuat pelanggan terutama Gen Z dan Y semakin royal。Marketing 5。0 berpusat pada tiga aplikasi yang berkaitan: predictive marketing， contextual marketing， dan augmented marketing。 Data driven marketing dan augmented marketing sebagai disiplin menjadi fondasi untuk menjalankan tiga aplikasi tersebut。 Intinya， teknologi akan memungkinkan marketing menjadi berbasis data， prediktif， kontekstual， augmented， dan gesit （agile）。Will the next tech replace human in the future？ Of course， BIG NO！ Sehebat dan secanggih apapun teknologi tetaplah buatan manusia。 Sementara manusia adalah ciptaanNya yang sempurna。 AI dapat mengolah data dan menganalisis perilaku， tetapi manusialah yang mengeksekusi sikap dan nilainya。 The emotion makes a human Human。 Machines are Cool， but Humans are Warm （love this quote！）。 Are you ready for Marketing 5。0: Technology for Humanity？Big thanks to MarkPlus， Inc and Marketeers for nice sharing and insights。 See ya at the next Hangouts 😎#ReviewMarketing50 。。。more

Luis Andres ，

Excelente libro， que indaga en como la tecnología comienza a desempeñar un papel fundamental en nuestras vidas。El marketing será una disciplina más basada en la tecnología pero vivirá acompañada del arte para que sea su complemento。

Aurelio Bustilho de Oliveira ，

Human and Data: powerful and essentialNot only for marketers， but for everyone who wants to understand how to move to a disruptive business model and digital marketing approach。 And also to have in mind that data and machines alone cannot substitute common sense。 Humanity still prevail， and improves with all digital possibilities。Keep on MarketING in a digiHuman World！

Reference

google book https://www.google.com/search?tbm=bks&q=Marketing 5.0: Technology for Humanity

hathitrust digital library https://babel.hathitrust.org/cgi/ls?q1=Marketing 5.0: Technology for Humanity&field1=ocr&a=srchls&ft=ft&lmt=ft

The British Library https://bll01.primo.exlibrisgroup.com/discovery/search?query=any,contains,Marketing 5.0: Technology for Humanity&tab=LibraryCatalog&search_scope=Not_BL_Suppress&vid=44BL_INST:BLL01&lang=en&offset=0