Marketing 5.0 : technology for humanity

"Famous for inventing 'The 4 P's of Marketing' Professor Phil Kotler's textbooks have trained generations of marketers in the basics of this challenging discipline. In Marketing 5.0 he explains the greatest problem facing marketers today how to integrate three major movement...

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Bibliographic Details
Main Authors: Kotler, Philip, (Author), Kartajaya, Hermawan, 1947- (Author), Setiawan, Iwan, (Author)
Format: eBook
Language: English
Published: Hoboken, New Jersey : John Wiley & Sons, Inc., [2021]
Subjects:
marketing
technologie
technology
elektronické knihy
monografie
electronic books
monographs
ISBN: 9781119668541
9781119668572
9781119668510
Physical Description: 1 online zdroj (x, 206 stran) : ilustrace

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Table of contents

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020 |a 9781119668572  |q (electronic book) 
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100 1 |a Kotler, Philip,  |e author. 
245 1 0 |a Marketing 5.0 :  |b technology for humanity /  |c Philip Kotler, Hermawan Kartajaya, Iwan Setiawan. 
264 1 |a Hoboken, New Jersey :  |b John Wiley & Sons, Inc.,  |c [2021] 
300 |a 1 online zdroj (x, 206 stran) :  |b ilustrace 
336 |a text  |b txt  |2 rdacontent 
337 |a počítač  |b c  |2 rdamedia 
338 |a online zdroj  |b cr  |2 rdacarrier 
500 |a Includes index. 
506 |a Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty 
520 |a "Famous for inventing 'The 4 P's of Marketing' Professor Phil Kotler's textbooks have trained generations of marketers in the basics of this challenging discipline. In Marketing 5.0 he 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. His solution to integrating these challenging forces is Technology for Humanity--finding ways to use technology to advance Customers' non-material needs, and satisfy material desires in ways that also uplift the human spirit, and honor larger human goals, such as justice and environmental protection. Marketers are struggling to cope with the digital transformation of business and the changing behavior of customers. Marketing 5.0 explains how marketers can use technology to address customers' deepest needs, and make a difference."- Resumé vydavatel 
590 |a eBooks on EBSCOhost  |b All EBSCO eBooks 
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650 0 7 |a technologie  |7 ph126489  |2 czenas 
650 0 9 |a marketing  |2 eczenas 
650 0 9 |a technology  |2 eczenas 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 7 |a monografie  |7 fd132842  |2 czenas 
655 9 |a electronic books  |2 eczenas 
655 9 |a monographs  |2 eczenas 
700 1 |a Kartajaya, Hermawan,  |d 1947-  |e author. 
700 1 |a Setiawan, Iwan,  |e author. 
776 0 8 |i Print version:  |a Kotler, Philip.  |t Marketing 5.0.  |d Hoboken, New Jersey : Wiley, [2021]  |z 9781119668510  |w (DLC) 2020046415 
856 4 0 |u https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=2736752&authtype=ip,shib&custid=s3936755  |y Plný text 
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992 |c EBOOK-TN  |c EBSCO 
993 |x NEPOSILAT  |y EIZ 

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