TY  - BOOK
AU  - Kotler,Philip
AU  - Kartajaya,Hermawan
AU  - Setiawan,Iwan
TI  - Marketing 4.0: moving from traditional to digital 
SN  - 9781119341208
U1  - 658.8 23
PY  - 2017///
CY  - United States of America : 
PB  - Wiley
KW  - Mercadotecnia
KW  - Mercadotecnia digital
KW  - Comportamiento del consumidor
KW  - Relaciones con los clientes
KW  - Estrategia empresarial
N1  - Obra sobre la transición del marketing tradicional al digital, con enfoque estratégico y práctico para entornos empresariales contemporáneos; 1. The rise of marketing 4.0 -- 2. Marketing in the digital economy -- 3. Connecting with customers in the digital age -- 4. From awareness to advocacy
N2  - Marketing has changed forever―this is what comes next
Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world's leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brand―and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace's shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow's consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today
ER  -