Marketing 4.0 : moving from traditional to digital / / Philip Kotler, Hermawan Kartajaya, Iwan Setiawan

• Record Nr.: UNINA9910151717403321
• Autore: Kotler Philip
• Pubbl/distr/stampa: Hoboken, New Jersey : , : Wiley, , 2017; ©2017
• ISBN: 1-119-34114-0; 1-119-34106-X
• Descrizione fisica: 1 online resource (xix, 184 p.) : ill
• Disciplina: 658.8
• Soggetti: Marketing; Internet marketing; Electronic books.
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Includes index.
• Nota di contenuto: Part I: Fundamental Trends Shaping Marketing -- Chapter 1: Power Shifts to the Connected Customers -- Chapter 2: The Paradoxes of Marketing to Connected Customers -- Chapter 3: The Influential Digital Subcultures -- Chapter 4: Marketing 4.0 in the Digital Economy -- Part II: New Frameworks for Marketing in the Digital Economy -- Chapter 5: The New Customer Path -- Chapter 6: Marketing Productivity Metrics -- Chapter 7: Industry Archetypes and Best Practices -- Part III: Tactical Marketing Applications in the Digital Economy -- Chapter 8: Human-Centric Marketing for Brand Attraction -- Chapter 9: Content Marketing for Brand Curiosity -- Chapter 10: Omnichannel Marketing for Brand Commitment -- Chapter 11: Engagement Marketing for Brand Affinity -- Epilogue: Getting to WOW! -- What Is a "WOW"? -- Enjoy, Experience, Engage: WOW! -- Are You Ready to WOW? -- Index.
• Sommario/riassunto: Marketing has changed forever - this is what comes next. 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. 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. Discover the new rules of marketing; Stand out and create WOW moments; Build a loyal and vocal customer base; Learn who will shape the future of customer choice. 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.

An anatomy of Chinese : rhythm, metaphor, politics / / Perry Link

• Record Nr.: UNINA9910815618203321
• Autore: Link Perry <1944->
• Pubbl/distr/stampa: Cambridge, Mass., : Harvard University Press, 2013
• ISBN: 0-674-07115-8; 0-674-06768-1
• Edizione: [1st ed.]
• Descrizione fisica: 1 online resource (viii, 367 p.)
• Disciplina: 495.1/16
• Soggetti: Chinese language - Rhythm; Chinese language - Metaphors; Chinese language; Chinese language - Semantics; Chinese language - Political aspects
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Formerly CIP.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Front matter -- Contents -- Introduction -- 1 Rhythm -- 2 Metaphor -- 3 Politics -- Epilogue -- Acknowledgments -- Index
• Sommario/riassunto: During the Cultural Revolution, Mao exhorted the Chinese people to "smash the four olds": old customs, old culture, old habits, and old ideas. Yet when the Red Guards in Tiananmen Square chanted "We want to see Chairman Mao," they unknowingly used a classical rhythm that dates back to the Han period and is the very embodiment of the four olds. An Anatomy of Chinese reveals how rhythms, conceptual metaphors, and political language convey time-honored meanings of which Chinese speakers themselves may not be consciously aware, and contributes to the ongoing debate over whether language shapes thought, or vice versa. Perry Link's inquiry into the workings of Chinese reveals convergences and divergences with English, most strikingly in the area of conceptual metaphor. Different spatial metaphors for consciousness, for instance, mean that English speakers wake up while speakers of Chinese wake across. Other underlying metaphors in the two languages are similar, lending support to theories that locate the origins of language in the brain. The distinction between daily-life language and official language has been unusually significant in ; contemporary China, and Link explores how ordinary citizens learn to play language games, artfully wielding officialese to advance their interests or defend themselves from others. Particularly provocative is Link's consideration of how Indo-European languages, with their preference for abstract nouns, generate philosophical puzzles that Chinese, with its preference for verbs, avoids. The mind-body problem that has plagued Western culture may be fundamentally less problematic for speakers of Chinese.