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Branding 4.0 / Philip Kotler, Piyachart Isarabhakdee; Linh Vũ (dịch )
Hà Nội : Lao động, 2022
376 tr. ; 23 cm.
Ký hiệu phân loại (DDC): 658.827
Phân tích những đặc điểm của marketing và xây dựng thương hiệu trong tiến trình Marketing 4.0; sức mạnh của thương hiệu (Branding) nhằm cải thiện cuộc sống của người tiêu dùng cũng như nhà sản xuất
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Marketing : an introduction / Gary Armstrong; Philip Kotler
Boston : Pearson, 2023
701 pages. : illustrations (colour) ; 28 cm.
Ký hiệu phân loại (DDC): 658.8
Today's marketing is all about creating customer value and engagement in a fast-changing, increasingly digital and social marketplace. Marketing starts with understanding consumer needs and wants, determining which target markets the organization can serve best, and developing a compelling value proposition by which the organization can attract and grow valued consumers. Then, more than just making a sale, today's marketers want to engage customers and build deep customer relationships that make their brands a meaningful part of consumers' conversations and lives. In this digital age, to go along with their tried-and-true traditional marketing methods, marketers have a dazzling set of new online, mobile, and social media tools for engaging customers anytime, anyplace to jointly shape brand conversations, experiences, advocacy, and community. If marketers do these things well, they will reap the rewards in terms of market share, profits, and customer equity. The fifteenth edition of Marketing: An Introduction reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships. Students learn how customer value and customer engagement drive every good marketing strategy
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Marketing : an introduction. / Gary Armstrong, Philip Kotler, Marc O Opresnik
Upper Saddle River : Pearson, 2020
676 pages. : illustrations ; 28 cm.
Ký hiệu phân loại (DDC): 658.8
"Marketing: An Introduction shows students how customer value -- creating it and capturing it -- drives effective marketing strategies. The 14th Edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Through updated company cases, Marketing at Work highlights, and revised end-of-chapter exercises, students are able to apply marketing concepts to real-world company scenarios."
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Marketing 4.0 : moving from traditional to digital / Philip Kotler; Hermawan Kartajaya; Iwan Setiawan
Hoboken, New Jersey : John Wiley & Sons, Inc., 2017
207 pages. : color illustrations
Ký hiệu phân loại (DDC): 658.8
Since Marketing 3.0 inspired the world to embrace and explore human-centric marketing, pioneers in the field have applied advanced technologies to open new insights into who our customers are and how they make decisions. The valuable paradox of big data analytics is that it can create more personalized products and personal services, and Marketing 4.0 maps out and authoritative approach to taking customers from awareness to advocacy. For this highly-anticipated guide, the father of modern marketing Philip Kotler rejoins thought leaders Hermawan Kartajaya and Iwan Setiawan from MarkPlus, Inc. to share tangible ways marketers can influence people and varied paths along the customer journey. In fact, the traditional path to purchase (aware, appeal, ask, and act) is expanded to include advocate because the opinions of our family and friends have enormous impact on buying decisions--through how it happens, the ways to encourage it, and strategies for growing one customized experience at a time using powerful metrics and Innovative best practices. Moving from a traditional to digital marketing mindset comes easy with the practical advice and intuitive explanations you can use and benefit from the very first day. Chapter summaries highlight covered topics to enable this guidebook to double as an everyday reference, and reflection questions jump start your personal discovery as well as focus meeting discussions when it comes time to bring the entire organization on board.
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