Marketing 4.0: Moving From Traditional to Digital

By:

Kotler, Philip

Contributor(s):

Material type: Text

TextPublication details: Wiley India Pvt. Ltd. 2017 New DelhiDescription: 184pISBN:

9788126566938

Subject(s):

DDC classification:

658.8 KOT

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Holdings
Item type	Current library	Item location	Collection	Call number	Status	Date due	Barcode	Item holds
Book	NIMA Knowledge Centre	6th Floor Reading Zone	General	658.8 KOT (Browse shelf(Opens below))	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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