Marketing 7.0

Autorentext

PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor (Emeritus) of International Marketing at Northwestern University's Kellogg School of Management. He is one of the world's leading authorities on marketing whose writing has helped define the subject for the past forty years.

HERMAWAN KARTAJAYA is the founder and Chairman of MCorp, the leading marketing consulting firm in Southeast Asia. He is also the founder of the World Marketing Council and one of the "50 Gurus Who Have Shaped The Future of Marketing" according to The Chartered Institute of Marketing.

IWAN SETIAWAN is the Group COO of MCorp, as well as a co-author on several books with Philip Kotler, including Marketing 3.0, Marketing 4.0, Marketing 5.0, and Marketing 6.0.

Klappentext

PRAISE FOR MARKETING 7.0

"Legendary for his insight and foresight, Philip Kotler, with his long-time co-authors Hermawan Kartajaya and Iwan Setiawan, take the next step in their leading-edge marketing series. Building on advances in social media, AI and immersive technology from their previous three editions, Marketing 7.0 creatively applies cognitive science concepts and theories to show how marketers can navigate gateways to the human mind to design more personal, relevant and influential marketing."
-KEVIN LANE KELLER, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College

"Marketing 7.0 by Philip Kotler is a visionary guide that captures the next evolution of marketing in the age of AI, sustainability, and humanity. This book is an essential read for anyone who wants to understand where marketing is headed and how to stay ahead of the curve."
-HERMANN SIMON, Founder and Honorary Chairman, Simon-Kucher

"Marketing 7.0 unites technology and human insight, illustrating how marketing has evolved from products and data to the exploration of the depths of the human mind. By integrating AI, immersive technology, and cognitive science, Philip Kotler redefines marketing as a discipline that goes beyond understanding customers and connects with their thoughts, emotions, and experiences."
-ALEXANDER CHERNEV, Professor of Marketing, Kellogg School of Management, Northwestern University

Inhalt

Part 1 The Path to the Human Mind 1

1 The Path to Marketing 7.0: Why Social Media, Artificial Intelligence, and Immersive Tech Unlock the Human Mind 3

2 The Threats of Artificial General Intelligence: Why Minds and Machines Must Coexist for Better Marketing 25

3 The Pitfalls of Marketing in the Digital World: Why Performance and AI Obsessions Kill Authenticity 45

4 The Challenges of Engaging Augmented Humans: Why Filtering, Fragmentation, and Frugality Define the New Market 65

Part 2 The Keys to Unlocking the Human Mind 87

5 The Mind- Centric Marketing: A Guide for Thinking Marketers in the Age of AI 89

6 The Cognitive Mapping: Observing the Human Mind in Action to Extract Deep Customer Insights 109

Part 3 Essential Marketing Stimuli for Engaging the Human Mind 131

7 Brand Storytelling: Leveraging Three Storytelling Paths into the Customer's Mind 133

8 Value Proposition: Tapping into Human Biases to Guide Mental Trade- Offs 153

9 Selling Approach: Building Trust to Convert with Confidence 173

10 Customer Experience: Designing Memorable Moments to Inspire Advocacy 195

Appendix Key Elements of Marketing: The Relevant Frameworks Behind the Core Models of Marketing 7.0 215

Acknowledgments 225

About the Authors 227

Index 229