by Philip Kotler, Hermawan Kartajaya, Iwan Setiawan · John Wiley & Sons Inc · tapa dura · ISBN 9781119668510
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«Marketing 5.0: Technology for Humanity» is the marketing essay by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan, published by John Wiley & Sons Inc in hardcover (224 pages, in English).
The work analyzes how marketing professionals can integrate technology with changes in consumer behavior and the evolution of business models. Topics covered include artificial intelligence for marketing automation, agile marketing, contextual technology, facial and voice recognition, the internet of things, blockchain, virtual and augmented reality, and virtual reality marketing. It also explores audience segmentation, on-demand service delivery and corporate activism, with a focus on using technology to address human needs.
This book is part of Philip Kotler's Marketing X.0 series, in this case focused on the fifth era of marketing, and is aimed at traditional and digital marketing professionals, as well as students and teachers of marketing and business.
Philip Kotler is an American marketing author, consultant, and professor emeritus. He was the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University (1962–2018). He is known for popularizing the concept of the marketing mix. He is the author of over 80 books, including Marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Market Your Way to Growth, Winning Global Markets, Strategic Marketing for Health Care Organizations, Social Marketing, Social Media Marketing, My Adventures in Marketing, Up and Out of Poverty, and Winning at Innovation. Kotler has described strategic marketing as "the link between society's needs and its pattern of industrial response."
