Marketing4.0

CONTENTS Cover Series Page Title Page Copyright Dedication Acknowledgments Prologue: From Marketing 3.0 to Marketing 4.0 About the Authors Part I: Fundamental Trends Shaping Marketing Chapter 1: Power Shifts to the Connected Customers From Exclusive to Inclusive From Vertical to Horizontal From Individual to Social Summary: Horizontal, Inclusive, and Social Chapter 2: The Paradoxes of Marketing to Connected Customers Breaking the Myths of Connectivity Summary: Marketing Amid Paradoxes Chapter 3: The Influential Digital Subcultures Youth: Acquiring the Mind Share Women: Growing the Market Share Netizens: Expanding the Heart Share Summary: Youth, Women, and Netizens Chapter 4: Marketing 4.0 in the Digital Economy Moving from Traditional to Digital Marketing Integrating Traditional and Digital Marketing Summary: Redefining Marketing in the Digital Economy Part II: New Frameworks for Marketing in the Digital Economy Chapter 5: The New Customer Path Understanding How People Buy: From Four A's to Five A's Driving from Awareness to Advocacy: The O Zone (O3 ) Summary: Aware, Appeal, Ask, Act, and Advocate Chapter 6: Ma......