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Marketing 4.0: Do Tradicional Ao Digital
Este livro comprova mais uma vez por que Philip Kotler é considerado o pai do marketing moderno. Em seu livro anterior, ele explicou a transição do marketing orientado ao produto (1.0) para o focado no consumidor (2.0) e então para o centrado no ser humano (3.0), em que produtos, serviços e culturas empresariais devem adotar e refletir valores humanos para serem bem-sucedidos.
Agora, junto com Hermawan Kartajaya e Iwan Setiawan, Kotler examina as importantes transformações na passagem do marketing tradicional para o digital (4.0). Eles mostram não só como a conectividade alterou de forma radical o modo como vivemos, mas como entender os caminhos do consumidor na era digital e adotar um conjunto novo de métricas e práticas de marketing.
Para alcançar o sucesso em um ambiente tão mutável, complexo e competitivo, o marketing deve guiar o consumidor ao longo de uma jornada que começa na apresentação e assimilação da marca e termina na fidelização total. Este livro ensina você a identificar as novas tendências e aplicações do marketing digital para compreender melhor:
Como o peso da opinião de familiares e amigos alterou o caminho do consumidor, que agora passa pelos cinco As (assimilação, atração, arguição, ação e apologia); qual é o papel das subculturas digitais mais ativas na defesa da marca – jovens, mulheres e netizens (cidadãos da internet); de que maneira o marketing on-line e o off-line devem se complementar para proporcionar ao cliente um envolvimento mais profundo; como o marketing de conteúdo aumenta a curiosidade pela marca ao criar valor para o consumidor.
De tempos em tempos surge um “novo” movimento no marketing, porém desta vez não foram apenas as regras que mudaram, mas toda a sociedade. Marketing 4.0 apresenta uma análise sólida do consumidor do presente e do futuro e oferece as informações necessárias para atingi-los da maneira mais eficaz.
Agora, junto com Hermawan Kartajaya e Iwan Setiawan, Kotler examina as importantes transformações na passagem do marketing tradicional para o digital (4.0). Eles mostram não só como a conectividade alterou de forma radical o modo como vivemos, mas como entender os caminhos do consumidor na era digital e adotar um conjunto novo de métricas e práticas de marketing.
Para alcançar o sucesso em um ambiente tão mutável, complexo e competitivo, o marketing deve guiar o consumidor ao longo de uma jornada que começa na apresentação e assimilação da marca e termina na fidelização total. Este livro ensina você a identificar as novas tendências e aplicações do marketing digital para compreender melhor:
Como o peso da opinião de familiares e amigos alterou o caminho do consumidor, que agora passa pelos cinco As (assimilação, atração, arguição, ação e apologia); qual é o papel das subculturas digitais mais ativas na defesa da marca – jovens, mulheres e netizens (cidadãos da internet); de que maneira o marketing on-line e o off-line devem se complementar para proporcionar ao cliente um envolvimento mais profundo; como o marketing de conteúdo aumenta a curiosidade pela marca ao criar valor para o consumidor.
De tempos em tempos surge um “novo” movimento no marketing, porém desta vez não foram apenas as regras que mudaram, mas toda a sociedade. Marketing 4.0 apresenta uma análise sólida do consumidor do presente e do futuro e oferece as informações necessárias para atingi-los da maneira mais eficaz.
208 pages, Paperback
First published November 17, 2016
1128 people are currently reading
5785 people want to read
About the author
Philip Kotler
747 books1,340 followersProfessor Kotler's book, Marketing Management, is the world's most widely used graduate level textbook in marketing. His other textbooks include Principles of Marketing and management: An Introduction and they are also widely used around the world.
Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes.
Kotler has worked for many large companies in the areas of marketing strategy, planning and organization, and international marketing.
He presents seminars in major international cities and countries around the world on the latest marketing developments to companies and other organizations.
"He is the father of Marketing Management".
(Wikipedia)
Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes.
Kotler has worked for many large companies in the areas of marketing strategy, planning and organization, and international marketing.
He presents seminars in major international cities and countries around the world on the latest marketing developments to companies and other organizations.
"He is the father of Marketing Management".
(Wikipedia)
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Displaying 1 - 30 of 281 reviews
August 27, 2017
Widely anticipated and praised by many, personally I found it all a bit dull. My summary would be mediocre. It's not that there's no merit in the book, it is well structured and covers a wide range of marketing ideas. But even though the title would lead you to think this was something new, I found it much the same as everyone else is saying. I also was not quite sure who is this aimed at, but suspect primarily the student market reinforced by having questions at the end of each chapter. If you want a short book that pulls lots of themes together this might suit. If you are looking for novel insights and innovative thinking, this isn't it. Kotler is a big name in marketing. This is not a big book.
December 8, 2019
بعيدا أنه مجال شغلي واللي بحبه جدا
بس لازم كل حد مهما كان مجاله وطبيعة شغله أنه يدرس تسويق مش بدرجة التخصص لكن اللي يقدر من خلاله يقدر يوصل رسالته صح للناس الصح في الوقت الصح عشان تكون النتائج صح الصح
المهم يركز على القيمه والوسائل كتير جدا جدا
وعشان كمان يقدر يعرف هو متأثر بدرجة اد ايه برسائل الشركات والمسوقين وأنك فعلا مخترق وعشان تتجنب التأثير السلبي للشركات والمنتجات والمجتمع لازم تكون عارف الدنيا بتمشي ازاي داخل عقلك وعقل السوق وارباب التسويق والأعمال
ودا اللي بيحاول يعمله ويوصله كوتلر لكل الناس وهو الاب الروحي للتسويق وعراب التسويق في العصر الحديث
بس لازم كل حد مهما كان مجاله وطبيعة شغله أنه يدرس تسويق مش بدرجة التخصص لكن اللي يقدر من خلاله يقدر يوصل رسالته صح للناس الصح في الوقت الصح عشان تكون النتائج صح الصح
المهم يركز على القيمه والوسائل كتير جدا جدا
وعشان كمان يقدر يعرف هو متأثر بدرجة اد ايه برسائل الشركات والمسوقين وأنك فعلا مخترق وعشان تتجنب التأثير السلبي للشركات والمنتجات والمجتمع لازم تكون عارف الدنيا بتمشي ازاي داخل عقلك وعقل السوق وارباب التسويق والأعمال
ودا اللي بيحاول يعمله ويوصله كوتلر لكل الناس وهو الاب الروحي للتسويق وعراب التسويق في العصر الحديث
May 2, 2018
Not the kind of schoolbook that would provide you the "what" and "how to". As I supposed to read something legendary like "the principles of marketing" or something different from what people has always talked about 4.0 industry, so this would be a good-to-read, not must-to-read book.
Not many use cases or immediate applications for readers but still get the ideas about the transition from traditional to digital economy. All information and knowledge about marketing in 4.0 are summed up and rewritten for easy comprehension like the prose of Kotler as always.
The biggest value out of the book to me is the chapters describing a consumer path from awareness to advocate and new performance evaluation index for marketers to measure results.
In overall, digital transformation is the hot and key movement that we need to acknowledge about but traditional marketing still be alive and be optimized day by day through the amalgamation of tradition and digital.
Not many use cases or immediate applications for readers but still get the ideas about the transition from traditional to digital economy. All information and knowledge about marketing in 4.0 are summed up and rewritten for easy comprehension like the prose of Kotler as always.
The biggest value out of the book to me is the chapters describing a consumer path from awareness to advocate and new performance evaluation index for marketers to measure results.
In overall, digital transformation is the hot and key movement that we need to acknowledge about but traditional marketing still be alive and be optimized day by day through the amalgamation of tradition and digital.
June 30, 2018
Rating: Good 😊
Emotions:Interest, motivation.
Recommend if you like: Business and / or marketing books.
Would I read another book from this author: Probably yes.
2018’s around the year in 52 books challenge: #39, A book with a form of punctuation in the title.
This is a non fiction about the next step in marketing: digital marketing. It’s interesting and has a lot of great ideas and tools to implement them. It reads like a textbook so, unless you’re studying it in class, I recommend to read it slowly, in chunks, to fully grasp it.
If you are interested in digital marketing I recommend it.
Emotions:Interest, motivation.
Recommend if you like: Business and / or marketing books.
Would I read another book from this author: Probably yes.
2018’s around the year in 52 books challenge: #39, A book with a form of punctuation in the title.
This is a non fiction about the next step in marketing: digital marketing. It’s interesting and has a lot of great ideas and tools to implement them. It reads like a textbook so, unless you’re studying it in class, I recommend to read it slowly, in chunks, to fully grasp it.
If you are interested in digital marketing I recommend it.
April 24, 2021
Até a metade (mais ou menos 110 páginas) achei muito interessante, apesar de massivo. Mas depois disso achei que o autor explica a mesma coisa diversas vezes com palavras diferentes, mas cada vez acrescentando um detalhe. Na minha opinião este livro poderia ter umas 80 páginas a menos, se o autor fosse mais focado em passar a informação sem floreio e sem repetição. Seria imensamente melhor.
Do meio para o final perdi o foco e o interesse, fazendo com que o livro perdesse seu proposito de ensino sobre marketing.
Do meio para o final perdi o foco e o interesse, fazendo com que o livro perdesse seu proposito de ensino sobre marketing.
April 18, 2018
Wonderful brand new perspective of marketing. New concepts, which are much easier to comprehend with many well - known examples, are really suitable with the recent technology driven society. Authors also provide many tools for marketers to reach to new kinds of customers, as well as describe clearly each process of marketing 4.0. It should be new text book for marketers in the recent days.
November 22, 2020
Достъпно написана и доста информативна книга. Дава интересни идеи за развитие на маркетинг стратегия, без излишна информация. Разбрах, че скоро се очаква „Маркетинг 5.0” и определено бих прочел и нея.
November 14, 2020
قرأت فيه بعض الأمثلة اللطيفة عن التسويق، لفتني فيه مبحث جديد للعلوم اسمه ( نتنوغرافي) أي الطرق الإلكترونية لدراسة التفاعل الاجتماعي.
December 11, 2021
Идея си нямам защо съм дал 4 звезди при положение, че това е първата книга за маркетинг, която чета.
Беше ми доста интересна, ако имате предложения за подобни ще съм доволен да ги споделите.
Беше ми доста интересна, ако имате предложения за подобни ще съм доволен да ги споделите.
March 10, 2019
Ürün merkezli 1.0
İnsan merkezli 2.0
Online merkezli 3.0
Online ve offline katılımlı - katkı merkezli 4.0 olarak tanımlamış Kotler. Aslında ürün nedir? sorusunun cevabı o kadar değişkenlik gösteriyor ki, bunu da sorgulamak gerek. Günümüzde bedava ürününü sunan firmalar var. Facebook, twitter, google, GPS, vb müşteriden para almıyorlar ve kazançları çok büyük. O zaman ürün nedir? Ürün eğer data ise bu big datayı kim bedava veriyor? firma mı müşteri mi? Pazarlama bu işin neresinde? Müşteri aynı zamanda kendi verilerini satan bedava satıcı mı?
İnsan merkezli 2.0
Online merkezli 3.0
Online ve offline katılımlı - katkı merkezli 4.0 olarak tanımlamış Kotler. Aslında ürün nedir? sorusunun cevabı o kadar değişkenlik gösteriyor ki, bunu da sorgulamak gerek. Günümüzde bedava ürününü sunan firmalar var. Facebook, twitter, google, GPS, vb müşteriden para almıyorlar ve kazançları çok büyük. O zaman ürün nedir? Ürün eğer data ise bu big datayı kim bedava veriyor? firma mı müşteri mi? Pazarlama bu işin neresinde? Müşteri aynı zamanda kendi verilerini satan bedava satıcı mı?
April 12, 2019
Di era digital seperti saat ini berbagai informasi bisa kita dapatkan dengan mudah. Di mana konektivitas terhadap komunitas di berbagai penjuru dunia bisa terhubung. Maka tidak heran jika berbagai aspek kehidupan harus ikut beradaptasi dengan perubahan di era digital. Salah satunya adalah dalam dunia marketing atau pemasaran. Cara-cara lama alias tradisional mungkin masih bisa diterapkan, tapi tidak akan terlalu efektif. Dibutuhkan cara baru untuk memasarkan sebuah merek di era digital seperti ini agar bisa dikenal oleh banyak orang. Mulai dari memanfaatkan media sosial hingga ikut masuk dan memantau percakapan yang ada di dalam komunitas agar pemasar tahu apa yang dibutuhkan oleh pelanggan. Buku Marketing 4.0 membahas, mengupas, dan menuntun kita untuk ikut bergerak dari tradisional ke digital dalam memperkenalkan sebuah merek kepada pelanggan.
Marketing 4.0 membahas secara lengkap dan terperinci tentang cara memasarkan sebuah merek di era digital lewat sudut pandang konsumen. Di mana kini konsumen lebih memiliki pilihan dalam menentukan merek mana yang akan mereka pilih dan beli. Tidak seperti zaman dahulu saat perusahaan bisa memberi dan mengatur informasi merek mereka secara satu arah lewat cara-cara tradisional, seperti iklan di media cetak, media massa, dan media elektronik. Dengan adanya internet pelanggan bisa mencari tahu dan membandingkan beberapa merek. Tak hanya itu pelanggan juga seringkali mencari pendapat dari komunitas. Entah itu keluarga, teman, atau kelompok pada saat akan membeli sebuah merek. Tidak dipungkiri perlu rencana dan strategi baru dari pemasar dalam memperkenalkan merek mereka ke para pelanggan. Lewat sebelas bab yang dibagi menjadi tiga bagian, buku ini secara lengkap membahas bagaimana cara bergerak dari tradisional ke digital dalam memasarkan sebuah merek.
Di era digital semuanya bergerak dengan cepat dan berubah. Begitu pula jalur pelanggan baru. Di mana cara orang membeli berubah dari empat A ke lima A. Kerangka empat A adalah proses yang dilewati pelanggan pada saat mengevaluasi merek yang mereka pertimbangkan untuk mereka beli. Pelanggan mempelajari merek (aware/menyadari), suka atau tidak suka terhadap merek (attitude/menyikapi), memutuskan untuk membeli (act/bertindak), dan memutuskan apakah mereknya patut dibeli lagi (act again/bertindak lagi). Dan di era digital jalur pelanggan ini berubah menjadi lima A, yaitu aware (menyadari), appeal (tertarik), ask (bertanya), act (bertindak), dan advocate (menganjurkan). Perubahan ini terlihat jelas di mana pelanggan lebih selektif dalam memutuskan untuk membeli sebuah merek. Dibutuhkan beberapa pertimbangan, seperti bertanya dan mencari tahu akan merek tersebut kepada komunitas. Dan jika mereka nyaman dan mendapatkan pengalaman yang menyenangkan terhadap merek tersebut, mereka akan mulai menganjurkan atau advocate mereka tersebut kepada orang-orang. Bahkan mereka juga akan membela merek tersebut dan menjadi cara memasarkan yang sangat berguna untuk menarik pelanggan baru.
Pemasaran juga harus berorientasi pada manusia untuk daya tarik merek. Merek harus bisa mengadopsi sifat baik manusia untuk menarik perhatian pelanggan di era digital ini. Pemasar harus tahu permasalahan dan keinginan terpendam pelanggan lewat social listening, netnografi, dan emphatic research. Cara menyelesaikan permasalahan ini adalah dengan cara membangun sisi manusia dari merek mereka. Merek harus menarik secara fisik, intelektual, sosial, dan emosional. Konten juga menjadi iklan baru dan #tagar merupakan tagline baru di era digital. Untuk memasarkan sebuah konten dibutuhkan langkah-demi-langkah, seperti menetapkan tujuan, pemetaan target pasar, pemggagasan dan perencanaan konten, penciptaan konten, distribusi konten, penguatan konten, evaluasi pemasaran konten, dan perbaikan pemasaran konten. Semua langkah-demi-langkah harus diperhatikan dan direncanakan secara matang dan terperinci agar merek bisa dikenal oleh pelanggan.
Masih banyak lagi hal-hal yang dibahas dalam buku ini mengenail cara pemasaran dari tradisional ke digital. Semua penjelasan yang ada dalam setiap bab ditulis dengan ringkas dan sederhana. Maka tidak akan sulit bagi pembaca untuk paham akan setiap penjelasan yang dibahas. Terlebih lagi pembaca tidak akan dibuat bosan karena cara penyampaiannya yang tergolong singkat dan padat. Contoh-contoh kasus yang dijelaskan dalam setiap kasus pun semakin menambah pengertian dalam permasalahan yang dibahas. Sehingga pembaca akan semakin paham dan mengerti. Tabel-tabel yang terdapat dalam buku ini juga sangat mudah untuk dipahami. Gaya bahasanya terdengar dekat dengan pembaca dan tidak berat. Ketiga penulis dalam buku ini berhasil merangkum semua pembahasan dengan ringkas, ringan, dan padat. Secara keseluruhan buku Marketing 4.0: Bergerak dari Tradisional ke Digital adalah pedoman yang harus dibaca oleh setiap pemasar agar bisa beradaptasi dengan era digital dalam memasarkan sebuah merek.
Marketing 4.0 membahas secara lengkap dan terperinci tentang cara memasarkan sebuah merek di era digital lewat sudut pandang konsumen. Di mana kini konsumen lebih memiliki pilihan dalam menentukan merek mana yang akan mereka pilih dan beli. Tidak seperti zaman dahulu saat perusahaan bisa memberi dan mengatur informasi merek mereka secara satu arah lewat cara-cara tradisional, seperti iklan di media cetak, media massa, dan media elektronik. Dengan adanya internet pelanggan bisa mencari tahu dan membandingkan beberapa merek. Tak hanya itu pelanggan juga seringkali mencari pendapat dari komunitas. Entah itu keluarga, teman, atau kelompok pada saat akan membeli sebuah merek. Tidak dipungkiri perlu rencana dan strategi baru dari pemasar dalam memperkenalkan merek mereka ke para pelanggan. Lewat sebelas bab yang dibagi menjadi tiga bagian, buku ini secara lengkap membahas bagaimana cara bergerak dari tradisional ke digital dalam memasarkan sebuah merek.
Di era digital semuanya bergerak dengan cepat dan berubah. Begitu pula jalur pelanggan baru. Di mana cara orang membeli berubah dari empat A ke lima A. Kerangka empat A adalah proses yang dilewati pelanggan pada saat mengevaluasi merek yang mereka pertimbangkan untuk mereka beli. Pelanggan mempelajari merek (aware/menyadari), suka atau tidak suka terhadap merek (attitude/menyikapi), memutuskan untuk membeli (act/bertindak), dan memutuskan apakah mereknya patut dibeli lagi (act again/bertindak lagi). Dan di era digital jalur pelanggan ini berubah menjadi lima A, yaitu aware (menyadari), appeal (tertarik), ask (bertanya), act (bertindak), dan advocate (menganjurkan). Perubahan ini terlihat jelas di mana pelanggan lebih selektif dalam memutuskan untuk membeli sebuah merek. Dibutuhkan beberapa pertimbangan, seperti bertanya dan mencari tahu akan merek tersebut kepada komunitas. Dan jika mereka nyaman dan mendapatkan pengalaman yang menyenangkan terhadap merek tersebut, mereka akan mulai menganjurkan atau advocate mereka tersebut kepada orang-orang. Bahkan mereka juga akan membela merek tersebut dan menjadi cara memasarkan yang sangat berguna untuk menarik pelanggan baru.
Pemasaran juga harus berorientasi pada manusia untuk daya tarik merek. Merek harus bisa mengadopsi sifat baik manusia untuk menarik perhatian pelanggan di era digital ini. Pemasar harus tahu permasalahan dan keinginan terpendam pelanggan lewat social listening, netnografi, dan emphatic research. Cara menyelesaikan permasalahan ini adalah dengan cara membangun sisi manusia dari merek mereka. Merek harus menarik secara fisik, intelektual, sosial, dan emosional. Konten juga menjadi iklan baru dan #tagar merupakan tagline baru di era digital. Untuk memasarkan sebuah konten dibutuhkan langkah-demi-langkah, seperti menetapkan tujuan, pemetaan target pasar, pemggagasan dan perencanaan konten, penciptaan konten, distribusi konten, penguatan konten, evaluasi pemasaran konten, dan perbaikan pemasaran konten. Semua langkah-demi-langkah harus diperhatikan dan direncanakan secara matang dan terperinci agar merek bisa dikenal oleh pelanggan.
Masih banyak lagi hal-hal yang dibahas dalam buku ini mengenail cara pemasaran dari tradisional ke digital. Semua penjelasan yang ada dalam setiap bab ditulis dengan ringkas dan sederhana. Maka tidak akan sulit bagi pembaca untuk paham akan setiap penjelasan yang dibahas. Terlebih lagi pembaca tidak akan dibuat bosan karena cara penyampaiannya yang tergolong singkat dan padat. Contoh-contoh kasus yang dijelaskan dalam setiap kasus pun semakin menambah pengertian dalam permasalahan yang dibahas. Sehingga pembaca akan semakin paham dan mengerti. Tabel-tabel yang terdapat dalam buku ini juga sangat mudah untuk dipahami. Gaya bahasanya terdengar dekat dengan pembaca dan tidak berat. Ketiga penulis dalam buku ini berhasil merangkum semua pembahasan dengan ringkas, ringan, dan padat. Secara keseluruhan buku Marketing 4.0: Bergerak dari Tradisional ke Digital adalah pedoman yang harus dibaca oleh setiap pemasar agar bisa beradaptasi dengan era digital dalam memasarkan sebuah merek.
August 26, 2018
Cuốn sách rất hay cho những ai cần kiến thức nền tổng quan về Marketing thời đại kĩ thuật số. Cô đọng, xúc tích, dễ nắm.
1. Marketing 1.0 t��p trung vào sản phẩm. 2.0 tập trung vào KH. 3.0 tập trung vào con người. 4.0 tập trung vào hành vi con người trong thời đại số.
2. YWN: young, women, netizens chứa các nhóm tiểu văn hoá dễ ủng hộ sp.
3. Hành trình KH từ AIDA đến 5A: aware, appeal, ask, act, advocate
4. Từ 4P đến 4C: cooperation, currency, communial
Activation, conversation
5. Tỉ lệ ủng hộ thương hiệu BAR= A5/A1 và tỉ lệ hành vi mua hàng PAR= A4/A1=thị phần/nhận biết thương hiệu.
6. Hình mẫu ngành: nắm cửa, trumpet, cá vàng, phễu. Lý tưởng nhất là chiếc nơ.
Cần đọc lại lần 2 để hiểu kĩ hơn.
1. Marketing 1.0 t��p trung vào sản phẩm. 2.0 tập trung vào KH. 3.0 tập trung vào con người. 4.0 tập trung vào hành vi con người trong thời đại số.
2. YWN: young, women, netizens chứa các nhóm tiểu văn hoá dễ ủng hộ sp.
3. Hành trình KH từ AIDA đến 5A: aware, appeal, ask, act, advocate
4. Từ 4P đến 4C: cooperation, currency, communial
Activation, conversation
5. Tỉ lệ ủng hộ thương hiệu BAR= A5/A1 và tỉ lệ hành vi mua hàng PAR= A4/A1=thị phần/nhận biết thương hiệu.
6. Hình mẫu ngành: nắm cửa, trumpet, cá vàng, phễu. Lý tưởng nhất là chiếc nơ.
Cần đọc lại lần 2 để hiểu kĩ hơn.
September 26, 2020
Kotler does it again. He has a knack for distilling complex ideas in simpler terms. Even though I'm more interested in the practical side of marketing, such theoretical constructs help us make sense of what we're doing and be more deliberate in our practice.
August 3, 2023
(The English review is placed beneath Russian one)
Давно я хотел прочитать эту книгу и также давно я ждал новой хорошей книги от Котлера. Более того, я ожидал, что Котлер наконец-то выскажется на тему Интернета в целом и вот наконец-то это свершилось: «We now want to introduce Marketing 4.0. Marketing 4.0 is a marketing approach that combines online and offline interaction between companies and customers. In the digital economy, digital interaction alone is not sufficient. In fact, in an increasingly online world, offline touch represents a strong differentiation. Marketing 4.0 also blends style with substance. While it is imperative for brands to be more flexible and adaptive due to rapid technological trends, their authentic characters are more important than ever. In an increasingly transparent world, authenticity is the most valuable asset». Я так же считаю, что книга получилась очень хорошей, авторы пишут очень правильные слова, особенно учитывая тот факт, что в последнее время вышло очень много книг посвящённых интернет-маркетингу, в которых учитывается только интернет (только онлайн), что с моей точки зрения превращают эти книги во что угодно, но только не в книги посвящённые маркетингу, тому маркетингу, который мы знали (а многие и сейчас знают) в XX веке. Почему-то считается, что интернет позволил людям не учитывать классические труды по маркетингу, к примеру, «Маркетинг. Менеджмент» Котлера, книги Траута и Райса, книги Майкла Портера, книги Дёминга и Друкера (последний хоть писал про менеджмент, но они также важны и для маркетинга). И вот наконец-то написаны очень важные и точные слова, связанные с интернетом в контексте маркетинга.
Итак, главная идея книги проста и заключается, по сути, в довольно очевидной мысли: онлайн и офлайн должны работать рука об руку, совместно, как единое целое. Я соглашусь, если кто-то скажет, что это всё очень очевидно. Однако соглашусь лишь частично. Да, это очевидно, однако если приглядеться, то можно обнаружить, что не все уделяют должное внимание обеим областям, считая онлайн простой формальностью, которой можно заниматься, затрачивая меньше времени, сил и денег в отличие от офлайн (и наоборот). И вот именно на это авторы и говорят: нет, обе сферы важны. Как правильно пишут авторы на этот счёт, «Omnichannel marketing has been proven to drive results. A survey by International Data Corporation found that omnichannel buyers typically achieve 30 percent higher lifetime value than single-channel buyers. Macy’s even found that its omnichannel buyers were eight times more valuable than its single-channel buyers. Customers have higher commitment when they have options and when they are enabled to purchase an item at the exact moment they want it». Т.е. мы видим, что согласно опросам, поддержание и онлайн и офлайн на высоком уровне даёт реальное повышение продаж.
Вторая идея (книга, по сути, состоит только из двух идей), это превращение покупателей не просто в лояльных покупателей, а в людей, которые будут «проповедовать» бренд, уговаривать других, купить его. Да, это далеко не ново и поэтому интерес представляет только первая часть книги. Однако учитывая небольшие размеры книги, я всё-таки советую прочесть книгу целиком. Итак, превращение потребителей бренда в адвокатов бренда. Как пишут авторы, это важно ещё и потому, что люди больше всего доверяют советам (какой бренд выбрать) своих друзей и родных, а не традиционной рекламе независимо онлайн ли это или офлайн. Как пишут авторы, «As customers trust their peers more than ever, the best source of influence is the army of customers turned advocates. Thus, the ultimate goal is to delight customers and convert them into loyal advocates». И далее, «Research by Nielsen in 2015 reveals that 83 percent of respondents in 60 countries rely on friends and family as the most trusted source of “advertising,” and 66 percent pay attention to the opinions of others posted online».
И третий момент связан с тем, что авторы подчёркивают важность групп, которые встречаются в социальных медиа и которые связаны с определённым товаром. Именно влиять на эти группы, может стать важнейшей целью нового маркетинга 4.0 - «Today, communities are the new segments». Этот вопрос в книге не очень чётко проработан, поэтому как это в реальности выглядит, каждый должен додумать сам. Как я уже сказал, главной целью остаётся превращение покупателей не просто в лояльных покупателей, а в адвокатов определённого бренда.
I've wanted to read this book for a long time, just like I've been waiting for a new good book from Kotler. What's more, I expected that Kotler would finally speak on the subject of the Internet and it finally happened: «We now want to introduce Marketing 4.0. Marketing 4.0 is a marketing approach that combines online and offline interaction between companies and customers. In the digital economy, digital interaction alone is not sufficient. In fact, in an increasingly online world, offline touch represents a strong differentiation. Marketing 4.0 also blends style with substance. While it is imperative for brands to be more flexible and adaptive due to rapid technological trends, their authentic characters are more important than ever. In an increasingly transparent world, authenticity is the most valuable asset».
I also think it's a very good book, especially considering the fact that a lot of books about Internet marketing have been published recently that only take into account the Internet (online only), which in my opinion turns these books into anything but marketing books, i. e. marketing that we knew in the 20th century. For some reason, it is believed that the Internet has allowed people to ignore the classic works of marketing, for example, "Marketing Management" (or "Principles of Marketing") by Philip Kotler, Jack Trout and Al Ries's books, Michael E. Porter's books, Edwards Deming and Peter F. Drucker's books. Finally, very important and precise words related to the Internet in the marketing context have been written.
So, the main idea of the book is simple and lies in a fairly obvious idea: online and offline should work hand in hand, together as a whole. I would agree if someone were to say that this is all very obvious. However, I will agree only partially. Yes, it is obvious, but if you look closely, you will find that not everyone pays due attention to both areas, considering online as a simple formality that you can do with less time, effort and money, as opposed to offline (and vice versa). And that's exactly what the authors say: no, both areas are important. As the authors correctly write in this regard, «Omnichannel marketing has been proven to drive results. A survey by International Data Corporation found that omnichannel buyers typically achieve 30 percent higher lifetime value than single-channel buyers. Macy’s even found that its omnichannel buyers were eight times more valuable than its single-channel buyers. Customers have higher commitment when they have options and when they are enabled to purchase an item at the exact moment they want it». That is, we see that according to the surveys, maintaining both online and offline at a high level gives a significant increase in sales.
The second idea (the book, in fact, consists of only two ideas) is to turn customers not just into loyal customers, but into people who will "preach" the brand, persuade others to buy it. Yes, this is far from new and therefore only the first part of the book is of interest. However, given the small size of the book, I still advise you to read the whole book. So, the transformation of consumers of the brand into the brand's advocates. As the authors write, this is also important because people most trust the advice (which brand to choose) of their friends and family, rather than traditional advertising, regardless of whether it is online or offline. The authors write, «As customers trust their peers more than ever, the best source of influence is the army of customers turned advocates. Thus, the ultimate goal is to delight customers and convert them into loyal advocates». And further, «Research by Nielsen in 2015 reveals that 83 percent of respondents in 60 countries rely on friends and family as the most trusted source of “advertising,” and 66 percent pay attention to the opinions of others posted online».
And the third point is related to the fact that the authors emphasize the importance of groups that meet in social media and that are associated with a particular product. Influencing these groups may become the most important goal of the new marketing 4.0 - «Today, communities are the new segments». The book is not very clear on this issue, so how it really looks, everyone has to think for themselves. As I said, the main goal remains to turn customers into not just loyal customers, but advocates for a particular brand.
Давно я хотел прочитать эту книгу и также давно я ждал новой хорошей книги от Котлера. Более того, я ожидал, что Котлер наконец-то выскажется на тему Интернета в целом и вот наконец-то это свершилось: «We now want to introduce Marketing 4.0. Marketing 4.0 is a marketing approach that combines online and offline interaction between companies and customers. In the digital economy, digital interaction alone is not sufficient. In fact, in an increasingly online world, offline touch represents a strong differentiation. Marketing 4.0 also blends style with substance. While it is imperative for brands to be more flexible and adaptive due to rapid technological trends, their authentic characters are more important than ever. In an increasingly transparent world, authenticity is the most valuable asset». Я так же считаю, что книга получилась очень хорошей, авторы пишут очень правильные слова, особенно учитывая тот факт, что в последнее время вышло очень много книг посвящённых интернет-маркетингу, в которых учитывается только интернет (только онлайн), что с моей точки зрения превращают эти книги во что угодно, но только не в книги посвящённые маркетингу, тому маркетингу, который мы знали (а многие и сейчас знают) в XX веке. Почему-то считается, что интернет позволил людям не учитывать классические труды по маркетингу, к примеру, «Маркетинг. Менеджмент» Котлера, книги Траута и Райса, книги Майкла Портера, книги Дёминга и Друкера (последний хоть писал про менеджмент, но они также важны и для маркетинга). И вот наконец-то написаны очень важные и точные слова, связанные с интернетом в контексте маркетинга.
Итак, главная идея книги проста и заключается, по сути, в довольно очевидной мысли: онлайн и офлайн должны работать рука об руку, совместно, как единое целое. Я соглашусь, если кто-то скажет, что это всё очень очевидно. Однако соглашусь лишь частично. Да, это очевидно, однако если приглядеться, то можно обнаружить, что не все уделяют должное внимание обеим областям, считая онлайн простой формальностью, которой можно заниматься, затрачивая меньше времени, сил и денег в отличие от офлайн (и наоборот). И вот именно на это авторы и говорят: нет, обе сферы важны. Как правильно пишут авторы на этот счёт, «Omnichannel marketing has been proven to drive results. A survey by International Data Corporation found that omnichannel buyers typically achieve 30 percent higher lifetime value than single-channel buyers. Macy’s even found that its omnichannel buyers were eight times more valuable than its single-channel buyers. Customers have higher commitment when they have options and when they are enabled to purchase an item at the exact moment they want it». Т.е. мы видим, что согласно опросам, поддержание и онлайн и офлайн на высоком уровне даёт реальное повышение продаж.
Вторая идея (книга, по сути, состоит только из двух идей), это превращение покупателей не просто в лояльных покупателей, а в людей, которые будут «проповедовать» бренд, уговаривать других, купить его. Да, это далеко не ново и поэтому интерес представляет только первая часть книги. Однако учитывая небольшие размеры книги, я всё-таки советую прочесть книгу целиком. Итак, превращение потребителей бренда в адвокатов бренда. Как пишут авторы, это важно ещё и потому, что люди больше всего доверяют советам (какой бренд выбрать) своих друзей и родных, а не традиционной рекламе независимо онлайн ли это или офлайн. Как пишут авторы, «As customers trust their peers more than ever, the best source of influence is the army of customers turned advocates. Thus, the ultimate goal is to delight customers and convert them into loyal advocates». И далее, «Research by Nielsen in 2015 reveals that 83 percent of respondents in 60 countries rely on friends and family as the most trusted source of “advertising,” and 66 percent pay attention to the opinions of others posted online».
И третий момент связан с тем, что авторы подчёркивают важность групп, которые встречаются в социальных медиа и которые связаны с определённым товаром. Именно влиять на эти группы, может стать важнейшей целью нового маркетинга 4.0 - «Today, communities are the new segments». Этот вопрос в книге не очень чётко проработан, поэтому как это в реальности выглядит, каждый должен додумать сам. Как я уже сказал, главной целью остаётся превращение покупателей не просто в лояльных покупателей, а в адвокатов определённого бренда.
I've wanted to read this book for a long time, just like I've been waiting for a new good book from Kotler. What's more, I expected that Kotler would finally speak on the subject of the Internet and it finally happened: «We now want to introduce Marketing 4.0. Marketing 4.0 is a marketing approach that combines online and offline interaction between companies and customers. In the digital economy, digital interaction alone is not sufficient. In fact, in an increasingly online world, offline touch represents a strong differentiation. Marketing 4.0 also blends style with substance. While it is imperative for brands to be more flexible and adaptive due to rapid technological trends, their authentic characters are more important than ever. In an increasingly transparent world, authenticity is the most valuable asset».
I also think it's a very good book, especially considering the fact that a lot of books about Internet marketing have been published recently that only take into account the Internet (online only), which in my opinion turns these books into anything but marketing books, i. e. marketing that we knew in the 20th century. For some reason, it is believed that the Internet has allowed people to ignore the classic works of marketing, for example, "Marketing Management" (or "Principles of Marketing") by Philip Kotler, Jack Trout and Al Ries's books, Michael E. Porter's books, Edwards Deming and Peter F. Drucker's books. Finally, very important and precise words related to the Internet in the marketing context have been written.
So, the main idea of the book is simple and lies in a fairly obvious idea: online and offline should work hand in hand, together as a whole. I would agree if someone were to say that this is all very obvious. However, I will agree only partially. Yes, it is obvious, but if you look closely, you will find that not everyone pays due attention to both areas, considering online as a simple formality that you can do with less time, effort and money, as opposed to offline (and vice versa). And that's exactly what the authors say: no, both areas are important. As the authors correctly write in this regard, «Omnichannel marketing has been proven to drive results. A survey by International Data Corporation found that omnichannel buyers typically achieve 30 percent higher lifetime value than single-channel buyers. Macy’s even found that its omnichannel buyers were eight times more valuable than its single-channel buyers. Customers have higher commitment when they have options and when they are enabled to purchase an item at the exact moment they want it». That is, we see that according to the surveys, maintaining both online and offline at a high level gives a significant increase in sales.
The second idea (the book, in fact, consists of only two ideas) is to turn customers not just into loyal customers, but into people who will "preach" the brand, persuade others to buy it. Yes, this is far from new and therefore only the first part of the book is of interest. However, given the small size of the book, I still advise you to read the whole book. So, the transformation of consumers of the brand into the brand's advocates. As the authors write, this is also important because people most trust the advice (which brand to choose) of their friends and family, rather than traditional advertising, regardless of whether it is online or offline. The authors write, «As customers trust their peers more than ever, the best source of influence is the army of customers turned advocates. Thus, the ultimate goal is to delight customers and convert them into loyal advocates». And further, «Research by Nielsen in 2015 reveals that 83 percent of respondents in 60 countries rely on friends and family as the most trusted source of “advertising,” and 66 percent pay attention to the opinions of others posted online».
And the third point is related to the fact that the authors emphasize the importance of groups that meet in social media and that are associated with a particular product. Influencing these groups may become the most important goal of the new marketing 4.0 - «Today, communities are the new segments». The book is not very clear on this issue, so how it really looks, everyone has to think for themselves. As I said, the main goal remains to turn customers into not just loyal customers, but advocates for a particular brand.
February 20, 2020
Si estás empezando, te da algunos tips o cosas que te moverán, lo demás, sigue en las mismas.
Nada nuevo bajo el sol.
Nada nuevo bajo el sol.
October 11, 2017
Sách của cụ Kotler đúng là không chê vào đâu được. Nếu không đọc được quyển này, mình có cảm giác mình sẽ bị lạc hậu lắm! Một cái nhìn toàn cảnh rõ ràng về quá trình chuyển đổi traditional sang digital. Giải thích cặn kẽ tại sao digital lên ngôi, nó đã và sẽ trở thành công cụ quyền lực nhất. Tuy nhiên cũng giải thích thêm tại sao traditional marketing vẫn phải tồn tại.
This book is a must for marketers :)
This book is a must for marketers :)
March 12, 2019
Gostei bastante do livro. Traz exemplos claros de aplicações dos conceitos explicados no livro. Mudaram-se os tempos, mudaram-se as estações, mudaram-se as formas de vender e comunicar. A parte do marketing de conteúdo e a parte de marketing de engajamento são muito boas. Recomendo a leitura a todos que se interessam por produção, comunicação e vendas.
March 17, 2020
ماذا يعني أن تكون بشرياً في عالمٍ رقمي؟🤔
(كتاب التسويق 4.0 Marketing)
لعرّاب التسويق الحديث #فيليب_كوتلر يتناول تطبيقات وإستراتيجيات التسويق في الاقتصاد الرقمي، وكيفية الوصول إلى العُملاء، ومواضيع أخرى مُثرية. كتاب مُهم جداً لمن يعمل في مجال التسويق. #تسويق_رقمي
(كتاب التسويق 4.0 Marketing)
لعرّاب التسويق الحديث #فيليب_كوتلر يتناول تطبيقات وإستراتيجيات التسويق في الاقتصاد الرقمي، وكيفية الوصول إلى العُملاء، ومواضيع أخرى مُثرية. كتاب مُهم جداً لمن يعمل في مجال التسويق. #تسويق_رقمي
April 13, 2021
Me ha gustado el libro, pero siento que me he demorado en leerlo.
Marketing 4.0 (acción empresarial), en esta coyuntura pandémica es un libro interesante revisar ya que ahora se ha metido acelerador al medio digital.
Es interesante el planteamiento de la evolución del sentido de la publicidad y el manejo del marketing de contenido y la distribución de estos.
Ahora vamos al 5.0
Marketing 4.0 (acción empresarial), en esta coyuntura pandémica es un libro interesante revisar ya que ahora se ha metido acelerador al medio digital.
Es interesante el planteamiento de la evolución del sentido de la publicidad y el manejo del marketing de contenido y la distribución de estos.
Ahora vamos al 5.0
May 6, 2021
This is a good book if you're looking for a theoretical understanding of marketing concepts/tools relevant today. I would have liked it more if they broke-down real examples much more and looked at the impact different strategies/campaigns had. Overall a good book though.
October 21, 2017
Decent update on the state of marketing in 2017
March 19, 2018
Good book about the new ways of marketing due to the changes on the market.
May 16, 2019
An absolute must read for any marketer. Helps one action ideas and completes one's thoughts on marketing in the digital age. Also brings to rest the unknown realities of the digital age thus boosting confidence in marketing today.
December 28, 2020
Marketing ama özellikle müşteri-marka ilişkilerini konu alan, farklı kanalları nasıl ve ne amaçla kullanmak gerektiğine odaklanan başarılı bir kitap
October 19, 2024
Marketing 4.0 is a forward-thinking guide written at a time when many industries had yet to fully embrace digital transformation, offering businesses a roadmap to succeed in the digital era.
January 27, 2025
Made me study marketing as my major, don't do it.
February 18, 2025
philip kotler usiądź mi na mordzie i pozytywna energia wesprzyj moją pracę licencjacką
This entire review has been hidden because of spoilers.
May 18, 2025
Prisja te ishte pak me i kapshem prej nesh qe skemi shume informacion dhe terminologji nga marketingu. Prisja shembuj konkret qe mund te aplikoheshin ne nje biznes.
November 16, 2025
کتاب تخصصی در مورد بازاریابی هست و دوستانی که در زمینهی بازاریابی،فروش و تبلیغات کار میکنند قطعا باید این سری کتاب رو بخونن
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