Marketing 4.0

PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is author of more than fifty books, including the globally popular Marketing Management, now in its fifteenth edition. HERMAWAN KARTAJAYA is the founder of MarkPlus, Inc., the largest marketing consulting firm in Indonesia. IWAN SETIAWAN is COO of MarkPlus, Inc.

• Acknowledgments xiiiPrologue: From Marketing 3.0 to Marketing 4.0 xvAbout the Authors xixPart I Fundamental Trends Shaping Marketing1 Power Shifts to the Connected Customers 3From Exclusive to Inclusive 7From Vertical to Horizontal 10From Individual to Social 13Summary: Horizontal, Inclusive, and Social 142 The Paradoxes of Marketing to Connected Customers 17Breaking the Myths of Connectivity 20Summary: Marketing amid Paradoxes 283 The Influential Digital Subcultures 29Youth: Acquiring the Mind Share 32Women: Growing the Market Share 35Netizens: Expanding the Heart Share 37Summary: Youth, Women, and Netizens 404 Marketing 4.0 in the Digital Economy 43Moving from Traditional to Digital Marketing 47Integrating Traditional and Digital Marketing 52Summary: Redefining Marketing in the Digital Economy 53Part II New Frameworks for Marketing in the Digital Economy5 The New Customer Path 57Understanding How People Buy: From Four A’s to Five A’s 60Driving from Awareness to Advocacy: The O Zone (O3) 66Summary: Aware, Appeal, Ask, Act, and Advocate 696 Marketing Productivity Metrics 71Introducing PAR and BAR 74Decomposing PAR and BAR 75Driving Up Productivity 80Summary: Purchase Action Ratio and Brand Advocacy Ratio 907 Industry Archetypes and Best Practices 91Four Major Industry Archetypes 94Four Marketing Best Practices 100Summary: Learning from Different Industries 104Part III Tactical Marketing Applications in the Digital Economy8 Human-Centric Marketing for Brand Attraction 107Understanding Humans Using Digital Anthropology 110Building the Six Attributes of Human-Centric Brands 113Summary: When Brands Become Humans 1189 Content Marketing for Brand Curiosity 119Content is the New Ad, #Hashtag is the New Tagline 121Step-by-Step Content Marketing 124Summary: Creating Conversations with Content 13410 Omnichannel Marketing for Brand Commitment 137The Rise of Omnichannel Marketing 139Step-by-Step Omnichannel Marketing 145Summary: Integrating the Best of Online and Offline Channels 14911 Engagement Marketing for Brand Affinity 151Enhancing Digital Experiences with Mobile Apps 153Providing Solutions with Social CRM 156Driving Desired Behavior with Gamification 160Summary: Mobile Apps, Social CRM, and Gamification 165Epilogue: Getting to WOW! 167What is a “WOW”? 167Enjoy, Experience, Engage: WOW! 168Are You Ready to WOW? 169Index 171