Marketing 5.0

Geschrieben von Philip Kotler, Hermawan Kartajaya und Iwan Setiawan

Erzählt von Arvid Schalle

Haben Sie Finger am Puls der Zeit - entdecken Sie das Marketing neu mit den einflussreichsten Bestsellerautoren und Management-Gurus der Gegenwart.
Sie haben sicher schon von künstlicher Intelligenz, Robotern, Augmented Reality, Virtual Reality, neuronalen Netzen, Blockchains usw. gehört. Aber haben Sie sich jemals gefragt, wie Marketing im "Datenzeitalter" funktionieren kann?
In Marketing 5.0 erzählen Philip Kotler, Hermawan Kartajaya und Iwan Setiawan wie Marketingfachleute die sich rasch entwickelnden Technologien nutzen können, um Kundenbedürfnisse zu erfüllen, nicht durcheinander zu kommen und das richtige Geschäftsmodell zu wählen, um die Rentabilität ihres Unternehmens zu verbessern.
In diesem Hörbuch tauchen Sie in eine Reihe wichtiger Themen ein, die für das Verständnis des modernen Marketings notwendig sind, darunter:
• Grundlagen der "Marketing 5.0";
• Unterschied im Marketing für Babyboomer und Generationen X, Y, Z und Alpha;
• Die marketingrelevanten Folgen der Covid-19-Pandemie;
• Aufbau einer inklusiven, nachhaltigen Gesellschaft;
• Die Zukunft der Customer Experience (CX);
• Transmediales Storytelling;
• Internet der Dinge und Blockchain für das Marketing;
• Vorherbestimmung der Marktnachfrage;
• Künstliche Intelligenz für die Marketingautomatisierung und vieles mehr.
Marketing 5.0 ist ideal für traditionelle und digitale Marketingfachleute sowie für Marketing- und Wirtschaftsstudenten.
Die Originalausgabe erschien unter dem Titel: Marketing 5.0: Technology for Humanity.
Für die deutsche Ausgabe © 2021. Campus Verlag GmbH, Frankfurt am Main/New York. Originaltitel: Marketing 5.0: Technology for Humanity, © by John Wiley & Sons, Inc. Aus dem Englischen übersetzt von Petra Pyka. ? 2023 ABP Verlag

• Sprache: Deutsch
• Herausgeber: ABP Verlag
• Erscheinungsdatum: 19. Apr. 2023
• ISBN: 9781628615937

Philip Kotler

Philip Kotler is the S.C. Johnson Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. Widely acknowledged as the world's foremost expert on strategic marketing, Professor Kotler is also a classically trained economist. He earned his Master's in Economics at the University of Chicago under the famed Nobel laureate Milton Friedman, who represented free-market thinking. He went on to pursue his Ph.D. at MIT under Paul Samuelson and Robert Solow, two Nobel Prize-winning economists who represented Keynesian thinking. "Many economists are not aware that the field of marketing originated as an economics discipline," Kotler observes. In his latest book, CONFRONTING CAPITALISM: Real Solutions for a Troubled Economic System (AMACOM; April 2015), he draws on his outstanding background in economics, as well as his esteemed knowledge of marketing, to offer unique insights into the inner workings of capitalism. "Capitalism, management, and marketing must be joined in a comprehensive framework to understand marketplace developments and impacts," Kotler contends. "I hope this book achieves that goal." Throughout his career, Dr. Kotler has received numerous honors and awards. He claims 22 Honorary Degrees, including five from Schools of Economics: Athens School of Economics (1995), Cracow School of Economics (1998), Budapest School of Economic Science (2001), Academy of Economic Studies in Bucharest (2005), and Plekhanov Russian Academy of Economics in Moscow (2014). In a Financial Times survey of leading global executives, Philip Kotler ranked fourth among the most Influential Business Writers/Management Gurus, following Peter Drucker, Bill Gates, and Jack Welch. He was also ranked the sixth most influential business thinker, following Gary Hamel, Thomas L. Friedman, Bill Gates, Malcolm Gladwell, and Howard Gardner, by the Wall Street Journal. Voted the first Leader in Marketing Thought by the American Marketing Association and named The Founder of Modern Marketing Management in the Handbook of Management Thinking, he has been recognized with a Distinguished Marketing Educator Award from the American Marketing Association and a Distinguished Educator Award from The Academy of Marketing Science. On his 75th birthday, Professor Kotler was honored with a commemorative postage stamp from Indonesia. Philip Kotler has consulted for IBM, General Electric, ATT, Honeywell, Bank of America, Merck, and other organizations on marketing strategy, planning, and organization. He has advised governments on how to develop and position the skills and resources of their companies for global competition. He has published more than 150 articles in leading journals, including the Harvard Business Review, Sloan Management Review, Journal of Marketing, Management Science, and the Journal of Business Strategy. He has also authored over 50 books on all aspects of marketing, including Marketing Management, the most widely used marketing textbook in graduate business schools worldwide, now in its 15th edition. Professor Kotler did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.