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Bib ID: 157087

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You searched Book & Serials - Bib ID: 157087
DC Call No. 658.8 K87M
ISBN 9781119341208 (hbk.)
Author Kotler, Philip
Title Marketing 4.0 : moving from traditional to digital / Philip Kotler, Hermawan Kartajaya, Iwan Setiawan.
Imprint Hoboken, N.J. : John Wiley & Sons, c2017.
Physical Description xix, 184 p. : ill.
Content Note Part 1. Fundamental trends shaping marketing. 1, Power shifts to the connected customers. 2, The paradoxes of marketing to connected customers. 3, The influential digital subcultures. 4, Marketing 4.0 in the digital economy -- Part 2. New frameworks for marketing in the digital economy. 5, The new customer path. 6, Marketing productivity metrics. 7, Industry archetypes and best practices -- Part 3. Tactical marketing applications in the digital economy. 8, Human-centric marketing​ for brand attraction. 9, Content marketing for brand curiosity. 10, Omnichannel marketing for brand commitment. 11, Engagement marketing for brand affinity.
Subject Marketing
Subject Internet marketing
Added Author Kartajaya, Hermawan
Added Author Setiawan, Iwan
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Call Number 658.8 K87M
Location CL_General Book
Copy 1
Status Available
Item Number 1000187429

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