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Marketing 4.0. Der Leitfaden für das Marketing der Zukunft

Marketing 4.0. Der Leitfaden für das Marketing der Zukunft


Marketing 4.0. Der Leitfaden für das Marketing der Zukunft

ratings:
4/5 (1 rating)
Length:
5 hours
Released:
Sep 17, 2019
ISBN:
9781628610741
Format:
Audiobook

Description

Das unverzichtbare Rüstzeug für die Zukunft Ihres Unternehmens!
Von den weltweit führenden Marketingkoryphäen.
Ihr seid CEO, Marketing-Entscheider oder -Fachkraft? Dieses Hörbuch beantwortet alle Fragen zu gelingendem Marketing im Zeitalter von Vernetzung und Digitalisierung.
Marketing-Guru Philip Kotler und seine Co-Autoren Hermawan Kartajaya und Iwan Setiawan erläutern verständlich und schlüssig, welche Trends und Fragen Marketingprofis derzeit umtreiben. "Marketing 4.0" beschreibt eine Vertiefung und Ausweitung des menschenorientierten Marketings - zur Einbeziehung aller Aspekte der Customer Journey.
Das Hörbuch zeigt unter anderem:
- wie man nach den neuen Regeln des Marketings spielt,
- wie man WOW-Momente kreiert, die positive Aufmerksamkeit erregen,
- welche Instrumente dafür nötig sind und wie man sie anwendet,
- wie man einen loyalen Kundenstamm aufbaut.
So funktioniert zeitgemäßes Marketing, das den Erfolg Ihres Unternehmens sichert.
Philip Kotler gilt als Begründer der Marketinglehre. Er ist Professor für internationales Marketing an der Kellogg School of Management, Chicago und der renommierteste Marketingexperte weltweit.
Hermawan Kartajaya ist Gründer von MarkPlus, der größten Marketingberatungsfirma Indonesiens.
Iwan Setiawan ist Senior Consultant bei MarkPlus.
Original title Marketing 4.0. Moving from Traditional to Digital
Aus dem Englischen von Petra Pyka. Für die deutsche Ausgabe © Campus Verlag GmbH, Frankfurt am Main/New York, 2017. Die englischsprachige Originalausgabe erschien 2017 mit dem Titel Marketing 4.0. Moving from Traditional to Digital bei John Wiley & Sons, Inc. Copyright © 2017 by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan. (P) 2019 AB Publishing
Released:
Sep 17, 2019
ISBN:
9781628610741
Format:
Audiobook

About the author

Philip Kotler is the S.C. Johnson Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. Widely acknowledged as the world's foremost expert on strategic marketing, Professor Kotler is also a classically trained economist. He earned his Master's in Economics at the University of Chicago under the famed Nobel laureate Milton Friedman, who represented free-market thinking. He went on to pursue his Ph.D. at MIT under Paul Samuelson and Robert Solow, two Nobel Prize-winning economists who represented Keynesian thinking. "Many economists are not aware that the field of marketing originated as an economics discipline," Kotler observes. In his latest book, CONFRONTING CAPITALISM: Real Solutions for a Troubled Economic System (AMACOM; April 2015), he draws on his outstanding background in economics, as well as his esteemed knowledge of marketing, to offer unique insights into the inner workings of capitalism. "Capitalism, management, and marketing must be joined in a comprehensive framework to understand marketplace developments and impacts," Kotler contends. "I hope this book achieves that goal." Throughout his career, Dr. Kotler has received numerous honors and awards. He claims 22 Honorary Degrees, including five from Schools of Economics: Athens School of Economics (1995), Cracow School of Economics (1998), Budapest School of Economic Science (2001), Academy of Economic Studies in Bucharest (2005), and Plekhanov Russian Academy of Economics in Moscow (2014). In a Financial Times survey of leading global executives, Philip Kotler ranked fourth among the most Influential Business Writers/Management Gurus, following Peter Drucker, Bill Gates, and Jack Welch. He was also ranked the sixth most influential business thinker, following Gary Hamel, Thomas L. Friedman, Bill Gates, Malcolm Gladwell, and Howard Gardner, by the Wall Street Journal. Voted the first Leader in Marketing Thought by the American Marketing Association and named The Founder of Modern Marketing Management in the Handbook of Management Thinking, he has been recognized with a Distinguished Marketing Educator Award from the American Marketing Association and a Distinguished Educator Award from The Academy of Marketing Science. On his 75th birthday, Professor Kotler was honored with a commemorative postage stamp from Indonesia. Philip Kotler has consulted for IBM, General Electric, ATT, Honeywell, Bank of America, Merck, and other organizations on marketing strategy, planning, and organization. He has advised governments on how to develop and position the skills and resources of their companies for global competition. He has published more than 150 articles in leading journals, including the Harvard Business Review, Sloan Management Review, Journal of Marketing, Management Science, and the Journal of Business Strategy. He has also authored over 50 books on all aspects of marketing, including Marketing Management, the most widely used marketing textbook in graduate business schools worldwide, now in its 15th edition. Professor Kotler did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.


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