Marketing 5.0 (eBook)

PHILIP KOTLER, PHD, is Professor Emeritus of Marketing at the Kellogg School of Management, where he held the S.C. Johnson & Son Professorship of International Marketing. The Wall Street Journal ranks him as one of the top six most influential business thinkers. He is the recipient of numerous awards and honorary degrees from schools worldwide. Philip has an incredible international presence-- his books have been translated into more than 25 languages, and he regularly speaks on the international circuit. HERMAWAN KARTAJAYA is the founder and Executive Chairman of MarkPlus, Inc., and is one of the "50 Gurus Who Have Shaped the Future of Marketing," according to the Chartered Institute of Marketing, United Kingdom. Hermawan is also a recipient of the Distinguished Global Leadership Award from the Pan-Pacific Business Association at the University of Nebraska-Lincoln. He is also the Chairman of the Asia Council for Small Business and a co-founder of the Asia Marketing Federation. IWAN SETIAWAN is the Chief Executive Officer of MarkPlus, Inc., where he helps businesses design their corporate and marketing strategies. A frequent writer and speaker, Iwan is also the Editor-in-Chief of Marketeers.

About the Authors ix

Acknowledgments xi

Part I Introduction 1

1 Welcome to Marketing 5.0: Technology for Humanity 3

Part II Challenges Marketers Face in a Digital World 17

2 Generation Gap: Marketing to Baby Boomers, X, Y, Z, and Alpha 19

3 Prosperity Polarization: Creating Inclusivity and Sustainability for Society 35

4 Digital Divide: Making Tech Personal, Social, and Experiential 51

Part III New Strategies For Tech-Empowered Marketing 69

5 The Digital-Ready Organization: One Strategy Doesn't Fit All 71

6 The Next Tech: It's Time for Human-Like Technologies to Take Off 89

7 The New CX: Machines Are Cool, but Humans Are Warm 107

Part IV New Tactics Leveraging Marketing Tech 127

8 Data-Driven Marketing: Building a Data Ecosystem for Better Targeting 129

9 Predictive Marketing: Anticipating Market Demand with Proactive Action 143

10 Contextual Marketing: Making a Personalized Sense-and-Respond Experience 157

11 Augmented Marketing: Delivering Tech-Empowered Human Interaction 169

12 Agile Marketing: Executing Operations at Pace and Scale 181

Index 195