An interesting book which does have its finger on the pulse in terms of capturing current and future trends in marketing. Written by Philip Kotler and Hermawan Kartajaya and Iwan Setiawan, there is a solid pedigree in terms of many previous books on marketing.

Marketing 5.0 : Technology for Humanity

There is a lot to like in this book. It accurately covers the direction where marketing is surely moving into. The authors also clearly identify the growing trend for a closer alignment between people their own personal values, and what they expect from the companies, products and services that they might give their time and money to. As Facebook’s actions have recently demonstrated, if you behave in ethically dubious ways, this is not a smart or sustainable way to retain your users over a longer time frame.

Not everyone may have expected for a book assessing the future and making predictions about marketing to discuss ethics and sustainability so much. However we are, probably, hopefully, overall, moving in that direction. Not everyone will agree, and there will always be naysayers and those that resit, but like the tide going out, it is still happening. In this context we found this book enjoyable, insightful and provocative too. The authors may not get it all right, but this is a text that it is well worth reading to inform and bounce up against your own ideas and expectations of where things could be going.

More about the book ->
Rediscover the fundamentals of marketing from the best in the business

In Marketing 5.0, the celebrated promoter of the “Four P’s of Marketing,” Philip Kotler, explains how marketers can use technology to address customers’ needs and make a difference in the world.

In a new age when marketers are struggling with the digital transformation of business and the changing behavior of customers, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade.

Following the pattern presented in his bestselling Marketing X.0 series, Philip Kotler covers the crucial topics necessary to understand modern marketing, including:

·         Artificial Intelligence for marketing automation

·         Agile marketing

·         “Segments of one” marketing

·         Contextual technology

·         Facial recognition and voice tech for marketing

·         The future of Customer Experience (CX)

·         Transmedia storytelling

·         The “Whatever-Whenever-Wherever” service delivery

·         “Everything-As-A-Service” business model

·         Internet of Things and blockchain for marketing

·         Virtual and augmented reality marketing

·         Corporate activism

Perfect for traditional and digital marketers, as well as students and teachers of marketing and business, Marketing 5.0 reinvigorates the field of marketing with actionable recommendations and unique insights.

About the 3 authors ->

PHILIP KOTLER, PHD, is Professor Emeritus of Marketing at the Kellogg School of Management, where he held the S.C. Johnson & Son Professorship of International Marketing. The Wall Street Journal ranks him as one of the top six most influential business thinkers. He is the recipient of numerous awards and honorary degrees from schools worldwide. Philip has an incredible international presence— his books have been translated into more than 25 languages, and he regularly speaks on the international circuit.

HERMAWAN KARTAJAYA is the founder and Executive Chairman of MarkPlus, Inc., and is one of the “50 Gurus Who Have Shaped the Future of Marketing,” according to the Chartered Institute of Marketing, United Kingdom. Hermawan is also a recipient of the Distinguished Global Leadership Award from the Pan-Pacific Business Association at the University of Nebraska-Lincoln. He is also the Chairman of the Asia Council for Small Business and a co-founder of the Asia Marketing Federation.

IWAN SETIAWAN is the Chief Executive Officer of MarkPlus, Inc., where he helps businesses design their corporate and marketing strategies. A frequent writer and speaker, Iwan is also the Editor-in-Chief of Marketeers.

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