Luin opintoja varten.

Kotler does it again. He has a knack for distilling complex ideas in simpler terms. Even though I'm more interested in the practical side of marketing, such theoretical constructs help us make sense of what we're doing and be more deliberate in our practice.

Good-to-read, not must-read

Sách cho mình những kiến thức tuy không mới, nhưng có hệ thống và được phân tích kỹ hơn

- Sự kết nối trong thời đại số. Quyền lực hàng ngang. Khách hàng giờ đây nắm nhiều quyền hơn ngày xưa

- Nghịch lý Marketing 4.0: trực tuyến vs ngoại tuyến; tập trung và phân tâm; tiêu cực vs tích cực

- 3 nhóm ảnh hưởng nhất hiện tại: giới trẻ, phụ nữ, cộng đồng mạng

- Mô hình 5A khá hay ho và 4 kiểu thị trường

- Cách đánh giá hiệu quả Marketing bằng PAR vs BAR

- Mục tiêu tối thượng là từ NHẬN BIẾT đi tới ỦNG HỘ

- Bản chất Content Marketing

Phù hợp cho ai mới vào ngành

Rating: Good 😊
Emotions:Interest, motivation.
Recommend if you like: Business and / or marketing books.
Would I read another book from this author: Probably yes.
2018’s around the year in 52 books challenge: #39, A book with a form of punctuation in the title.

This is a non fiction about the next step in marketing: digital marketing. It’s interesting and has a lot of great ideas and tools to implement them. It reads like a textbook so, unless you’re studying it in class, I recommend to read it slowly, in chunks, to fully grasp it.

If you are interested in digital marketing I recommend it.

There are soooo many books like this and a lot of them have about two chapters of great stuff and another 13 that are shoved in there because the editor said to. This book has about five really good chapters, starting with chapter seven, which describes customer journey in a way I hadn't considered. The book has really practical, albeit academic, advice that can help reframe a marketer's approach. I did find some of the ideas, such as the doorknob concept, to be mind bending, but in reality the exercise might be tedious and unforgiving when you have to do your real job. If I had a department of 20 and could put some newbies on some of these exercises and then examine their work, these approaches would be fantastic. However, as is probably the case for the majority of small business marketers, it's great to think in categorical ways about each customer, but implementing the academic methods might be too time consuming for real life.

Interesting to consider the process of adjusting the core concepts of marketing to keep pace with technological progress.