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Marketing 4.0: Moving From Traditional to Digital by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan

By: Kotler, Philip.
Contributor(s): Kartajaya, Hermawan | Setiawan, Iwan.
Material type: materialTypeLabelBookPublisher: New Delhi Wiley India Pvt. Ltd. 2017Description: 184p.ISBN: 9788126566938.Subject(s): Marketing | Internet Marketing | Electronic CommerceDDC classification: 658.8
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Book Institute of Management
General 658.8 KOT (Browse shelf) Available M0033270
Total holds: 0

Fundamental trends shaping marketing.
Power shifts to the connected customers --
The paradoxes of marketing to connected customers --
The influential digital subcultures --
Marketing 4.0 in the digital economy --

New frameworks for marketing in the digital economy. The new customer path --
Marketing productivity metrics --
Industry archetypes and best practices --

Tactical marketing applications in the digital economy. Human-centric marketing for brand attraction --
Content marketing for brand curiosity --
Omnichannel marketing for brand commitment --
Engagement marketing for brand affinity --
Epilogue: Getting WOW!

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