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020 _a9781119341208
040 _aCO-ViULL
041 _hspa
082 0 4 _223
_a658.8
_bK87m
100 1 _aKotler, Philip
_913970
245 1 0 _aMarketing 4.0 :
_bmoving from traditional to digital /
_cPhilip Kotler, Hermawan Kartajaya, Iwan Setiawan.
250 _a1ª edición.
264 1 _aUnited States of America :
_bWiley,
_c2017.
300 _a184 páginas ;
_c24 centímetros.
336 _2rdacontent
_atexto
_btxt
337 _2rdamedia
_asin mediación
_bn
338 _2rdacarrier
_avolumen
_bnc
500 _aObra sobre la transición del marketing tradicional al digital, con enfoque estratégico y práctico para entornos empresariales contemporáneos.
505 0 _a1. 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.
520 _aMarketing 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.
650 0 _aMercadotecnia
650 0 _aMercadotecnia digital
_9165261
650 0 _aComportamiento del consumidor
650 0 _aRelaciones con los clientes
650 0 _aEstrategia empresarial
700 1 _aKartajaya, Hermawan
_9165263
700 1 _aSetiawan, Iwan
_9165264
942 _2ddc
_cBK
999 _c48629
_d48629