Marketing 5.0 : Technology for Humanity
- Author
- Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
- Publication Year
- 2021
- Publisher
- Wiley
- Language
- English
- Document Type
- Book
- Faculty / Subject Heading
- Business Administration
- Download Book Read book
Explains the greatest problem facing marketers today how to integrate three major movements that are changing global markets and customer behavior: Dramatic advances in technology such as AI, Sensors, and the Internet of Things, which are enabling extreme forms of customer targeting and personalization; Dramatic shifts in customer behavior, such as Whatever-Whenever-Wherever (WWW) and the differences between Generations X, Y, Z, and Alpha; And dramatic shifts in business models such as Everything as a Service, Physical/Digital business models.
Keywords: Business and Economics / Sales and Marketing / Marketing / Technology
