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Marketing 5.0 (Spanish Edition) Paperback – November 23, 2021

Spanish Edition by Philip Kotler (Author), Hermawan Kartajaya (Author), Iwan Setiawan (Author)
4.7 4.7 out of 5 stars 125 ratings
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Del autor de Las 4 P del marketing

Marketing 5.0. Tecnología para la humanidad es la última actualización de la influyente obra de Philip Kotler, que cuenta con un reconocido prestigio en marketing internacional. En este libro, Kotler ―de la mano de Hermawan Kartajaya e Iwan Setiawan― articula los principales movimientos a los que se enfrentan los profesionales del marketing en la actualidad: espectaculares avances tecnológicos, cambios en el comportamiento de los clientes y cambios en los modelos de negocio. Marketing 5.0 describe, en detalle y de forma práctica y accesible, cómo estos tres cambios fundamentales en los mercados, los negocios y la tecnología exigen nuevos y formidables retos a las empresas en su misión por llevar productos y servicios al mercado. A través de la noción de «tecnología para la humanidad», los autores presentan diferentes formas de utilizar la tecnología para satisfacer las necesidades no materiales de los clientes. Dividido en tres bloques, el libro comienza analizando un nuevo tipo de comportamiento en los clientes generado por la avalancha de cambios generacionales y las distintas formas de superar estas diferencias que dividen al público, entre las que se encuentran las desigualdades económicas y las luchas políticas, con el fin de acceder con eficacia a sus mercados. La segunda parte detalla las nuevas direcciones estratégicas que están tomando las empresas a nivel global y la forma de abordar los nuevos modelos de negocio propios del contexto actual. Por último, la tercera parte explora la realidad del rápido desarrollo tecnológico en áreas como la inteligencia artificial, el big data, la realidad aumentada y virtual y el internet de las cosas. El libro va dirigido principalmente a directores, gerentes, líderes y empleados de departamentos de marketing en organizaciones de todos los tamaños, Marketing 5.0 es también un recurso indispensable para cualquier persona involucrada en una pequeña o mediana empresa que busque mejorar sus capacidades de marketing.

ENGLISH:
In Marketing 5.0, the celebrated promoter of the “Four P’s of Marketing,” Philip Kotler, explains how marketers can use technology to address customers’ needs and make a difference in the world. In a new age when marketers are struggling with the digital transformation of business and the changing behavior of customers, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade. Following the pattern presented in his bestselling Marketing X.0 series, Philip Kotler covers the crucial topics necessary to understand modern marketing.
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Previous page
  1. Print length
    224 pages
  2. Language
    Spanish
  3. Publisher
    Editorial Almuzara
  4. Publication date
    November 23, 2021
  5. Dimensions
    6 x 0.5 x 8.5 inches
  6. ISBN-10
    8418709871
  7. ISBN-13
    978-8418709876
  8. See all details
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Product details

  • Publisher ‏ : ‎ Editorial Almuzara (November 23, 2021)
  • Language ‏ : ‎ Spanish
  • Paperback ‏ : ‎ 224 pages
  • ISBN-10 ‏ : ‎ 8418709871
  • ISBN-13 ‏ : ‎ 978-8418709876
  • Item Weight ‏ : ‎ 11.8 ounces
  • Dimensions ‏ : ‎ 6 x 0.5 x 8.5 inches
  • Customer Reviews:
    4.7 4.7 out of 5 stars 125 ratings

About the authors

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  1. Iwan Setiawan

    Iwan Setiawan

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    Iwan Setiawan is the CEO of MarkPlus, Inc. and Marketeers. Over the past 20 years, Iwan has been helping clients design their marketing strategies. He co-authored, with Philip Kotler and Hermawan Kartajaya, global bestselling series—Marketing 3.0: From Products to Customers to the Human Spirit (2010), Marketing 4.0: Moving from Traditional to Digital (2017), Marketing 5.0: Technology for Humanity (2021), and Marketing 6.0: The Future is Immersive (2023).

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  2. Hermawan Kartajaya

    Hermawan Kartajaya

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Customer reviews

4.7 out of 5 stars
4.7 out of 5
125 global ratings

Top review from the United States

DOLLYS
5.0 out of 5 stars Detalle
Reviewed in the United States on June 21, 2023
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Excelente libro
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Top reviews from other countries

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Cliente Kindle
5.0 out of 5 stars Ótimo livro!
Reviewed in Brazil on April 17, 2023
Verified Purchase
Kotler sendo Kogler. Maravilhoso como sempre! Indico pra todos os que querem se prepara para o agora! Exemplos, cases, fácil linguagem!
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Leon
5.0 out of 5 stars El maestro del Marketing!!
Reviewed in Spain on November 6, 2023
Verified Purchase
Que decir! Si estás en el marketing tienes que leer al padre del marketing “Philip Kotler”
Es increíble como describe la evolución del marketing actual y cómo enfocarlo! Dando ejemplos y consejos de cómo implementarlo!
Eso si, no es para principiantes o entusiastas, tienes que estar y conocer de marking actual, las temáticas y terminologías.
Yo tengo más de 20 años en el mundo del marketing y Kotler no me defrauda nunca!
Altamente recomendable para comprender e implantar estrategias en el tipo de mercado actual.
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Leon
5.0 out of 5 stars El maestro del Marketing!!
Reviewed in Spain on November 6, 2023
Que decir! Si estás en el marketing tienes que leer al padre del marketing “Philip Kotler”
Es increíble como describe la evolución del marketing actual y cómo enfocarlo! Dando ejemplos y consejos de cómo implementarlo!
Eso si, no es para principiantes o entusiastas, tienes que estar y conocer de marking actual, las temáticas y terminologías.
Yo tengo más de 20 años en el mundo del marketing y Kotler no me defrauda nunca!
Altamente recomendable para comprender e implantar estrategias en el tipo de mercado actual.
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One person found this helpful
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Oscar Giovanni
5.0 out of 5 stars BUEN LIBRO
Reviewed in Mexico on March 31, 2023
Verified Purchase
ME GUSTO MUCHO
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Ramon Palacios Paladino
5.0 out of 5 stars Debería de bajar al valor del envío.
Reviewed in Spain on January 1, 2022
Verified Purchase
El precio del libro pudiera ser más barato y el flete igual.
2 people found this helpful
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Yahir
4.0 out of 5 stars Me encanto pero…
Reviewed in Mexico on October 18, 2021
Verified Purchase
Me encanto pero te habla de cosas a un futuro no tan lejano y temas un poco complicados de adaptar a muy pequeñas empresa o que recién están empezando como IA, PNL, big data, etc. Soy fiel creyente de que si quieres hacer algo grande empieza haciendo algo pequeño relacionado al tema pero sinceramente esto si me exploto un poco el cerebro, voy a intentar aplicar esa frase con las herramientas que te da el libro
Solo me hubiera gustado que diera posibles herramientas para empresas pequeñas

Y en algunos casos llega a ser muy repetitivo cuando en lo personal ya entendí el mensaje
Pero muy buen libro
4 people found this helpful
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