Kotler, P., Kartajaya,
H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity.
Hoboken, New Jersey: Wiley. 206 p.
Famous for inventing 'The 4 P's of
Marketing' Professor Phil Kotler's textbooks have trained generations of
marketers in the basics of this challenging discipline. In Marketing 5.0 he
explains the greatest problem facing marketers today how to integrate three
major movements that are changing global markets and customer behavior:
Dramatic advances in technology such as AI, Sensors, and the Internet of
Things, which are enabling extreme forms of customer targeting and
personalization; Dramatic shifts in customer behavior, such as
Whatever-Whenever-Wherever (WWW) and the differences between Generations X, Y,
Z, and Alpha; And dramatic shifts in business models such as Everything as a
Service, Physical/Digital business models. His solution to integrating these
challenging forces is Technology for Humanity--finding ways to use technology
to advance Customers' non-material needs, and satisfy material desires in ways
that also uplift the human spirit, and honor larger human goals, such as
justice and environmental protection. Marketers are struggling to cope with the
digital transformation of business and the changing behavior of customers.
Marketing 5.0 explains how marketers can use technology to address customers'
deepest needs, and make a difference.
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