{"product_id":"marketing-4-0-dal-tradizionale-al-digitale","title":"MARKETING 4.0. DAL TRADIZIONALE AL DIGITALE","description":"\u003cdiv style=\"text-align: center;\" data-mce-style=\"text-align: center;\"\u003e\n\u003cdiv class=\"attr\"\u003e\n\u003cstrong\u003eAutore\u003c\/strong\u003e: PHILIP KOTLER\u003c\/div\u003e\n\u003cdiv class=\"attr\"\u003e\n\u003cstrong\u003eCollana: \u003c\/strong\u003eMARKETING E MANAGEMENT \u003c\/div\u003e\n\u003cdiv class=\"attr\"\u003e\n\u003cstrong\u003eEditore:\u003c\/strong\u003e HOELPI\u003cstrong\u003e \u003c\/strong\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"attr\"\u003e\n\u003cdiv class=\"popup-para\" data-mce-fragment=\"1\"\u003e\n\u003cdiv class=\"upper-first-letter read-more-abstract\" data-mce-fragment=\"1\"\u003e\n\u003cdiv class=\"attr\"\u003e\n\u003cstrong\u003eISBN\u003c\/strong\u003e: 9788820379810\u003cbr\u003e \u003cstrong\u003eData di pubblicazione\u003c\/strong\u003e: 28\/04\/2017\u003c\/div\u003e\n\u003cdiv class=\"attr\"\u003e\u003cspan data-mce-fragment=\"1\"\u003e\u003cstrong\u003eNumero di pagine\u003c\/strong\u003e: 184\u003c\/span\u003e\u003c\/div\u003e\n\u003cdiv class=\"attr\"\u003e\u003cspan class=\"a-text-bold\"\u003e-\u003c\/span\u003e\u003c\/div\u003e\n\u003cdiv class=\"attr\"\u003e\u003cspan data-mce-fragment=\"1\"\u003e\u003cstrong\u003eDescrizione\u003c\/strong\u003e:\u003c\/span\u003e\u003c\/div\u003e\n\u003cdiv class=\"attr\"\u003e\n\u003cmeta charset=\"utf-8\"\u003e\n\u003cdiv class=\"popup-para\"\u003e\n\u003cdiv class=\"upper-first-letter read-more-abstract\"\u003e\n\u003cmeta charset=\"utf-8\"\u003e \u003cspan\u003eDa quando Marketing 3.0 ha diffuso in tutto il mondo l'idea del \"marketing umanistico\" nuovi strumenti e tecnologie avanzate permettono di raccogliere informazioni più precise sui nostri clienti: chi sono e come prendono le decisioni d'acquisto. Paradossalmente l'analisi dei big data consente di creare prodotti e servizi sempre più personalizzati, e Marketing 4.0 espone con autorevolezza una metodologia che permette di accompagnare i clienti nel percorso dalla brand awareness alla brand advocacy. In questo nuovo e attesissimo progetto Philip Kotler, il padre del marketing moderno, presenta metodi di efficacia concreta con cui guidare il cliente nelle varie tappe del suo viaggio. Il cammino tradizionale che conduce all'acquisto (aware, appeal, ask, act) viene arricchito con una quinta componente, l'advocacy: perché le opinioni dei nostri amici e familiari influenzano profondamente le decisioni d'acquisto. Scopriamo così come si esercita quell'influenza, in che modo possiamo indirizzarla e quali strategie impiegare per sfruttare al massimo la personalizzazione delle esperienze attraverso metriche efficaci e best practice innovative. I consigli puntuali e le spiegazioni intuitive permettono di passare facilmente da una mentalità tradizionale a un approccio orientato al marketing digitale, con suggerimenti utili da mettere subito in pratica. I riassunti alla fine di ogni capitolo riepilogano gli argomenti affrontati, facendo di questo libro non solo un manuale ma un'opera di consultazione, ricca di spunti di riflessione che instradano il lettore in un percorso di apprendimento personale e che aiutano a focalizzare le discussioni di gruppo per coinvolgere l'intera azienda. Trasformare radicalmente il modo in cui pensiamo può sembrare impossibile, ma grazie a Marketing4.0 potrete iniziare subito a riscuotere successo nel parametro che ancor oggi resta il più importante: l'opinione che il cliente si fa di voi.\u003c\/span\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv\u003e\u003c\/div\u003e\n\u003cdiv class=\"pipYoutubeVideoScaleup\" id=\"vcwxcwqzerappipYoutubeVideoContainer\" style=\"z-index: 3; display: none;\" data-mce-style=\"z-index: 3; display: none;\"\u003e\u003cimg id=\"pipYoutubeVideoIcon\" src=\"data:image\/png;base64,77+9UE5HChoKCklIRFIwMAgGVwLvv73vv70M77+9elRYdFJhdyBwcm9maWxlIHR5cGUgZXhpZnjvv73vv71aW++\/ve+\/vSDvv73vv73vv70oegjvv73vv71gOCZsdDvXujPvv73vv73vv70tcFJ5V1I577+977+9VO+\/vTbvv70FaEtbEjbvv73vv73vv73vv71J77+977+9JzoT77+9B0kx77+9aO+\/ve+\/ve+\/vWdb77+977+977+977+977+9LRvvv71+77+977+9He+\/vXB877+9Tu+\/vRMWTe+\/ve+\/ve+\/vTjvv73vv70L77+977+977+9Cu+\/ve+\/ve+\/vXrvv71O77+9Djnvv70QdO+\/vTgJdNqz77+977+9cV06BDnvv73vv73vv70477+9fO+\/vVfvv73vv71077+977+9Nu+\/vQjDh++\/ve+\/vWMvUEYPaHTvv73vv71waMev77+9XhxG77+977+9K++\/vXrvv73vv70ZbRHvv717F++\/vRtceO+\/vTs677+977+9KO+\/ve+\/vXfvv707U++\/vXZ377+9CjLvv73vv70g77+977+977+9aO+\/ve+\/vVh3S0Pvv70j4p+e77+9Tu+\/ve+\/vWIuPxfvv73vv73vv73vv705x55d77+9Ee+\/ve+\/vXRM77+9NO+\/ve+\/ve+\/vQsrVO+\/ve+\/vW0RX++\/vX\/vv73vv73vv71v77+9N2Hvv70K77+9de+\/vVnvv71txJktdDrvv71z77+9wpPvv73vv702bhjvv73vv73vv70K77+977+9Nu+\/vVZbcmLvv71tCxTvv71f77+9Vk8n77+977+9VQNqDu+\/ve+\/vSZsdDsWXu+\/ve+\/ve+\/vV\/jhJ4777+9Su+\/vRDGuO+\/ve+\/vUvvv70a77+977+9PQvvv71TTe+\/vdmk77+977+9MC7vv70G77+9YShy77+977+977+9CO+\/vUPvv71h77+9d33vv73vv71u77+9Be+\/vQ4I77+977+977+977+9CRZT77+977+9Gu+\/vce277+977+977+977+977+9YCZsdDvvv73vv70aLO+\/vRAV77+977+977+977+977+9AwImYW1wO++\/vQsc2Yjvv73vv70MPSZhbXA777+9UzBy67ytQO+\/vUPvv73vv71pAhvvv70i77+9SVbvv73vv70977+977+9Whvvv71uBu+\/vSwH77+9cO+\/ve+\/vQ4E77+977+9D++\/vR\/vv70JNlTvv70377+9QggxSEgh77+9El3vv70x77+9GCUqRxVx77+9JUgU77+9JFlKcsmn77+9Yu+\/ve+\/vVJOJe+\/ve+\/vUBhIe+\/vSzvv71TzrkUdFog77+977+977+977+9K0rvv73vv73vv73vv71r77+977+9Sk0177+977+9YCZndDvNt++\/vWLvv73vv71abu+\/ve+\/ve+\/vTrcv++\/vS7vv71Tz70MHjDvv73vv71HGHHvv71II++\/vTJha++\/vU0\/w4xTZu+\/vXnvv70zagfvv73XqO+\/vQpy77+9Ue+\/vQM1Rcyv77+977+9BzU077+977+9RO+\/ve+\/vUlQzIDvv73vv70M77+9RRHvv71BW++\/ve+\/vSTvv73vv70qcu+\/ve+\/ve+\/vRZOESxQ77+977+977+9dFbEgO+\/vR9s77+977+9M3Y\/yL3Eje+\/ve+\/vQg377+9DDlS77+977+9BXLvv73vv70d77+977+977+977+977+9XlZEcQsg77+9QtWpcRPvv73vv73vv73vv73vv71z77+9\"\u003e\u003c\/div\u003e\n\u003cdiv\u003e\u003c\/div\u003e\n\u003cdiv class=\"pipYoutubeVideoScaleup\" id=\"vcwxcwqzerappipYoutubeVideoContainer\" style=\"z-index: 3; 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