MARC details
| 000 -CABECERA |
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| campo de control de longitud fija |
05261cam a2200325 i 4500 |
| 001 - NÚMERO DE CONTROL |
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| campo de control |
19356519 |
| 005 - FECHA Y HORA DE LA ÚLTIMA TRANSACCIÓN |
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| campo de control |
20240704162334.0 |
| 008 - DATOS DE LONGITUD FIJA--INFORMACIÓN GENERAL |
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| campo de control de longitud fija |
161028s2017 nju 001 0 eng |
| 010 ## - NÚMERO DE CONTROL DE LA BIBLIOTECA DEL CONGRESO |
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| Número de control de LC |
2016036899 |
| 020 ## - NÚMERO INTERNACIONAL ESTÁNDAR DEL LIBRO |
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| Número Internacional Estándar del Libro |
9781119341208 (cloth) |
| 040 ## - FUENTE DE LA CATALOGACIÓN |
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| Centro catalogador/agencia de origen |
DLC |
| Lengua de catalogación |
eng |
| Centro/agencia transcriptor |
DLC |
| Normas de descripción |
rda |
| Centro/agencia modificador |
DLC |
| 042 ## - CÃDIGO DE AUTENTICACIÃN |
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| Código de autenticación |
pcc |
| 050 00 - SIGNATURA TOPOGRÁFICA DE LA BIBLIOTECA DEL CONGRESO |
|---|
| Número de clasificación |
HF5415 |
| Número de documento/Ítem |
.K683 2017 |
| 082 00 - NÚMERO DE LA CLASIFICACIÓN DECIMAL DEWEY |
|---|
| Número de clasificación |
658.8 |
| Número de edición |
23 |
| 041 ## - CÓDIGO DE LENGUA |
|---|
| Código de lengua del texto/banda sonora o título independiente |
English |
| 100 1# - ENTRADA PRINCIPAL--NOMBRE DE PERSONA |
|---|
| Nombre de persona |
Kotler, Philip, |
| Término indicativo de función/relación |
author. |
| 245 10 - MENCIÓN DE TÍTULO |
|---|
| Título |
Marketing 4.0 |
| Resto del título |
: moving from traditional to digital |
| Mención de responsabilidad, etc. |
/ Philip Kotler, Hermawan Kartajaya, Iwan Setiawan. |
| 246 3# - FORMA VARIANTE DE TÍTULO |
|---|
| Título propio/Titulo breve |
Marketing four point zero |
| 264 #1 - PRODUCCIÓN, PUBLICACIÓN, DISTRIBUCIÓN, FABRICACIÓN Y COPYRIGHT |
|---|
| Producción, publicación, distribución, fabricación y copyright |
Hoboken, New Jersey : |
| Nombre del de productor, editor, distribuidor, fabricante |
Wiley, |
| Fecha de producción, publicación, distribución, fabricación o copyright |
[2017] |
| 300 ## - DESCRIPCIÓN FÍSICA |
|---|
| Extensión |
xix, 184 pages ; |
| Dimensiones |
24 cm |
| 500 ## - NOTA GENERAL |
|---|
| Nota general |
Includes index. |
| 505 ## - NOTA DE CONTENIDO CON FORMATO |
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| Nota de contenido con formato |
Part I Fundamental Trends Shaping Marketing — <br/><br/>Power Shifts to the Connected Customers — <br/><br/>From Exclusive to Inclusive — <br/><br/>From Vertical to Horizontal — <br/><br/>From Individual to Social — <br/><br/>Summary: Horizontal, Inclusive, and Social — <br/><br/>The Paradoxes of Marketing to Connected Customers — <br/><br/>Breaking the Myths of Connectivity — <br/> <br/>Summary: Marketing amid Paradoxes — <br/><br/>The Influential Digital Subcultures — <br/><br/>Youth: Acquiring the Mind Share — <br/><br/>Women: Growing the Market Share — <br/><br/>Netizens: Expanding the Heart Share — <br/><br/>Summary: Youth, Women, and Netizens — <br/><br/>Marketing 4.0 in the Digital Economy — <br/><br/>Moving from Traditional to Digital Marketing — <br/><br/>Integrating Traditional and Digital Marketing — <br/><br/>Summary: Redefining Marketing in the Digital Economy — <br/><br/>Part II New Frameworks for Marketing in the Digital Economy — <br/><br/>The New Customer Path — <br/><br/>Understanding How People Buy: From Four A’s to Five A’s — <br/><br/>Driving from Awareness to Advocacy: The O Zone (O3) — <br/><br/>Summary: Aware, Appeal, Ask, Act, and Advocate — <br/><br/>Marketing Productivity Metrics — <br/><br/>Introducing PAR and BAR — <br/><br/>Decomposing PAR and BAR — <br/><br/>Driving Up Productivity — <br/><br/>Summary: Purchase Action Ratio and Brand Advocacy Ratio — <br/><br/>Industry Archetypes and Best Practices — <br/><br/>Four Major Industry Archetypes — <br/><br/>Four Marketing Best Practices — <br/><br/>Summary: Learning from Different Industries — <br/><br/>Part III Tactical Marketing Applications in the Digital Economy — <br/><br/>Human-Centric Marketing for Brand Attraction — <br/><br/>Understanding Humans Using Digital Anthropology — <br/><br/>Building the Six Attributes of Human-Centric Brands — <br/><br/>Summary: When Brands Become Humans — <br/><br/>Content Marketing for Brand Curiosity — <br/><br/>Content is the New Ad, #Hashtag is the New Tagline — <br/><br/>Step-by-Step Content Marketing — <br/><br/>Summary: Creating Conversations with Content — <br/><br/>Omnichannel Marketing for Brand Commitment — <br/><br/>The Rise of Omnichannel Marketing — <br/><br/>Step-by-Step Omnichannel Marketing — <br/><br/>Summary: Integrating the Best of Online and Offline Channels — <br/><br/>Engagement Marketing for Brand Affinity — <br/><br/>Enhancing Digital Experiences with Mobile Apps — <br/><br/>Providing Solutions with Social CRM — <br/><br/>Driving Desired Behavior with Gamification — <br/><br/>Summary: Mobile Apps, Social CRM, and Gamification — <br/><br/>Epilogue: Getting to WOW! — <br/><br/>What is a “WOW”? — <br/><br/>Enjoy, Experience, Engage: WOW! — <br/><br/>Are You Ready to WOW? |
| 520 ## - SUMARIO, ETC. |
|---|
| Sumario, etc. |
Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world's leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brand—and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace's shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow's consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today.<br/><br/>Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world-class insight you need to make it happen.<br/><br/>Discover the new rules of marketing — <br/>Stand out and create WOW moments — <br/>Build a loyal and vocal customer base — <br/>Learn who will shape the future of customer choice.<br/>Every few years brings a "new" marketing movement, but experienced marketers know that this time its different; it's not just the rules that have changed, it's the customers themselves. Marketing 4.0 provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before. |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
Consumer behavior |
| 650 #0 - PUNTO DE ACCESO ADICIONAL DE MATERIA--TÉRMINO DE MATERIA |
|---|
| Término de materia o nombre geográfico como elemento de entrada |
Consumer behavior |
| 655 ## - TÉRMINO DE INDIZACIÓN--GÉNERO/FORMA |
|---|
| Datos o término principal de género/forma |
Consumer behavior -- Textbooks |
| 700 1# - ENTRADA AGREGADA--NOMBRE PERSONAL |
|---|
| Nombre de persona |
Kartajaya, Hermawan, |
| Fechas asociadas al nombre |
1947- |
| Término indicativo de función/relación |
author. |
| 700 1# - ENTRADA AGREGADA--NOMBRE PERSONAL |
|---|
| Nombre de persona |
Setiawan, Iwan, |
| Término indicativo de función/relación |
author. |
| 942 ## - ELEMENTOS DE ENTRADA AGREGADA (KOHA) |
|---|
| Fuente del sistema de clasificación o colocación |
Clasificación de Library of Congress |
