Впервые в истории на Земле совместно живут пять поколений с различающимися взглядами, предпочтениями и поведением. С повышением роли поколений Z и Альфа пришло время для следующего эволюционного скачка в маркетинге.

Филип Котлер, всемирно известный гуру маркетинга, совместно с экспертами ведущего консалтинга по digital-трансформации MarkPlus, Inc. в своей новой книге предлагает ноу-хау по использованию продвинутых маркетинговых технологий, а также всеобъемлющее исследование того, какие вызовы стоят перед маркетологами сегодня.

Внутри вы найдете ответы на вопросы:

· С какими последствия COVID-19 еще предстоит столкнуться бизнесу?

· Каким должен быть клиентский опыт нового поколения?

· Какие технологии станут движущими силами маркетинга 5.0?

· Почему, несмотря на то что технологии завоевали прочное место в наших жизнях, именно человечность должна оставаться в центре фокуса маркетинга 5.0.?

· Как, зная это, компаниям грамотно применять имитирующие человека технологий и создать уникальную ценность для потребителя?

В формате PDF A4 сохранен издательский макет.

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Книга заинтересовала:

1) социологическим и маркетинговым анализом поколений и их отличий; эти соображения следует обдумать, сопоставляя с «Культурной эволюцией» Инглхарта;

2) вторая интересная тема влияние ковида на потребительское поведение;

3) и тертья заинтересовавшая тема продолжает идеи «Маркетинг 4.0» об особенностях интеграции новых, в прежних книгах не рассматривавшихся подробно, технологиях.

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Очень жду эту книгу! Котлера очень сильно люблю! Впервые познакомился с ним, когда нашёл в библиотеке огромную книгу Основы Маркетинга.

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При прочтении возникают разные мысли... С одной стороны, традиционно хорошая систематизация, с другой - вот прям узнаваемая утопия про цифровую уравниловку. "От каждого по способностям, каждому по потребностям" ничего не напоминает? Не прокатило, ибо противоречит сущности и человеческой, и экономической. Жить нам придется в условиях цифровых различий, несмотря на старания авторов убедить в обратном. Ну и для тех, кто читает не "по диагонали" - в рис. 5.2 на стр. 157 ошибка, строки и столбцы перепутаны местами.

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Понравилась книга. Но так как я делаю первые шаги, то было немного сложно восприримать информацию. Интересно, насколько все жто применимо для маленткой компании

5/5

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Книга даёт общие понятия о маркетинге нового поколения. Нужно более подробное пособие с советами, как создавать новые продукты и услуги.

","user_display_name":"634270604","user_avatar_url":null,"user_is_verified":false,"user_role":null,"user_id":634270604,"is_comment_left_by_reviewed_person":null,"created_at":"2022-03-22T21:34:08","likes_rating":-7,"likes_count":1,"dislikes_count":8,"is_liked_by_current_user":false,"is_disliked_by_current_user":false,"is_removed_by_moderator":false,"black_listed_by_user":false,"item_rating":2,"replies":[{"id":16285506,"caption":null,"text":"

634270604, надо выявлять потребности людей, а не создавать их. Многим продавцам и рекламщикам всех уровней надо просто сменить работу на более востребованную населением.

Стоит прочесть:

"Код убеждения. Как нейромаркетинг повышает продажи, эффективность рекламных кампаний и конверсию сайта" Морен;

"Либертарианство" Боуз.

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Гибкий маркетинг заключается в использовании децентрализованных кросс-функциональных команд для быстрого построения концепций, дизайна, разработки и подтверждения гипотез о продукте и маркетинговых кампаниях.

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Например, для товаров широкого потребления алгоритмы ИИ должны быть способны предложить конкретный вариант продукта и решить, из какого распределительного центра его отправить. В секторе страхования модели ИИ могут дать возможность компаниям устанавливать оптимизированные пакеты страхового покрытия и страховые премии на основе прошлого поведения страхователей

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Более того, маркетологи должны разрешить цифровой разрыв между людьми, которые верят в потенциал

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Средний класс медленно мигрирует, либо взобравшись на вершину, либо упав на дно пирамиды. Это превращает кривую богатства из кривой нормального распределения в кривую форму буквы «М», как отмечали Уильям Оучи и Кэнъити Омаэ, когда наибольшее количество людей распределено либо в более высокие, либо в более низкие классы. На каждом конце у людей противоположные жизненные приоритеты и идеологии, что приводит к неприятию друг друга

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Цель маркетинга – сделать жизни людей лучше и внести вклад во всеобщее благо. – Филип Котлер

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