Marketing 5.0: Technology for Humanity

Not only for marketers, but for everyone who wants to understand how to move to a disruptive business model and digital marketing approach. And also to have in mind that data and machines alone cannot substitute common sense. Humanity still prevail, and improves with all digital possibilities. When we hear the term digital transformation and every related concepts like virtual reality, artificial intelligence, 3D printers, Internet of Things, algorithms, the evolution of complete monitoring by sensors, it is inevitable not to think about the world being dominated by robots, humans being fully monitored by to machines, in Geoge Orwell and his visionary 1984. Wait , yes this is a marketing book, not a science fiction. And marketing is and will continue to be about human behavior, which is why it is always evolving as the “verb” MarketING. The only book I had read from Philip Kotler was the Marketing Management of Philip Kotler and Kevin Lane Keller, in 2009, mandatory by my then Professor Victor Almeida from COPPEAD MBA, who every week did a surprise examn on one of its 20-something chapter. So yes, me and my cohorts were literally forced to read it and I am very grateful to Mr Victor for that. Why am I telling this whole story? I am a finance professional, and passionate about learning (although I still don't know anythingbut I continue on this stimulating journey). The search for Marketing 5.0 is born in a moment of doubts about how to best use technology in favor of business, to understand concepts that are still very confusing like what a platform business model is, and all and all, to really know how Humans will work and add value in this world of data, the same Data that seeks how to sell to this human being. The planet and its habitants are by nature volatile, and not stable as a lie that humans have created to appear that everything is predictable when it is not. The human being continues and will continue to be decisive. Disruptive data and technologies help to approximate and predict the trends, but will never get 100% right. In this sense, it is very interesting, for example, the reflection that we are dealing with 5 human generations at the same time, that in a more or less intense way, everyone has to live with sort of digital world. Again, humanity at the center, people at the center, the individual even more at the center. It helped me a lot to have read before, more than 10 years ago The Marketing Management, and now Marketing 5.0 came as a link to all those basilar concepts, updating to the new world due to the excellent and didactic way Philip Kotler, Hermawan Kartajaya and Iwan Setiawan are presenting the concepts and useful examples. It is not a dense and boring book, it is practical and easy to read. no need to read the previous series 3.0 or 4.0 to understand. The technology can be personal, social and experimental. Last but not least, interesting the reflection “In Marketing 5.0, businesses need to demonstrate to the customers that the correct applications of technology may improve human happiness. Technology enables a personalized approach to solving their problems while still allowing optional customization ”. And very important: It is timely, reflects the COVID 19 momentum, the impacts on inequality for thos who do not have acces to internet and the acceleration of Digitalization due to restrictions and lockdowns. Keep on MarketING in a Free World!

I highly recommend this book

Todo excelente, aparece un mensaje de que hubo problema con mi pedido, pero realmente no hubo ningún problema. Me llegó en su momento muy bien el libro. Mil gracias por sus atenciones y un gran saludo.

El autor vuelve con un escrito útil para enter el marketing y su evolución.

love the way they explained and examples. cant wait for the next one. love this book and highly recommend to try

Buen Productooo!!!

Book came in perfect conditions

Scattered, known concepts, boring, this is not a good book for today knowledge, expect more but not worth buying and reading

Very nice book, combine the marketing knowledge with Artificial Intelligence

With MARKETING 5.0 the evolution of Marketing thinking gets another evolutive goal. The Customer Experience connected with Agile Marketing approach through Technology Adoption is absolutely the new horizon for marketing innovation.

Excelente libro, actualizado, con las tendencias e indicadores, como siempre argumenta y pone estándares a muchos temas, como los cohortes generacionales. La entrega fue expresa y de verdad me encantó.

Great update on the 4.0, interesting read, well written and I especially like the analysis and implication analysis of the various generations and their view on IoT, AI and reflection of IT devices. A good read for all entrepreneurs, managers, business leaders (not just marketing)

This is a useful and readable summary on the future of marketing, highlighting the challenges coming downstream and the considerations for the role and activities of marketers now and in the future. What it does especially well is gather the breadth of the digital transformation world and explore how this will impact the way customers interact with organisations and vice versa. It does this in a manner that is easy to absorb and reflect upon without getting bogged down in technical detail.