Philip Kotler - Marketing 5.0 Technology for Humanity

1. Chapter 1
2. Chapter 2
3. Chapter 3
4. Chapter 4
5. Chapter 5
6. Chapter 6
7. Chapter 7
8. Chapter 8
9. Chapter 9
10. Chapter 10
11. Chapter 11
12. Chapter 12

PHILIP KOTLER

HERMAWAN KARTAJAYA

IWAN SETIAWAN

Copyright 2021 by John Wiley & Sons, Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data

Names: Kotler, Philip, author. | Kartajaya, Hermawan, 1947- author. | Setiawan, Iwan, author.

Title: Marketing 5.0 : technology for humanity / Philip Kotler, Hermawan Kartajaya, Iwan Setiawan.

Description: Hoboken, New Jersey : Wiley, [2021] | Includes index.

Identifiers: LCCN 2020046415 (print) | LCCN 2020046416 (ebook) | ISBN 9781119668510 (hardback) | ISBN 9781119668572 (adobe pdf) | ISBN 9781119668541 (epub)

Subjects: LCSH: Marketing. | Technology.

Classification: LCC HF5415 .K685 2021 (print) | LCC HF5415 (ebook) | DDC 658.8dc23

LC record available at https://lccn.loc.gov/2020046415

LC ebook record available at https://lccn.loc.gov/2020046416

COVER DESIGN: PAUL MCCARTHY

COVER ART: OXYGEN | GETTY IMAGES

Marketing's purpose always is to enhance people's lives and contribute to the Common Good.

Philip Kotler

To all Asians, especially my Asia Marketing Federation brothers and sisters. We at MarkPlus, Inc. are very proud to collaborate with Philip Kotler as a knowledge lab for many books since 1998, including the Marketing X.0 series.

Hermawan Kartajaya

Dedicated to the loving memory of my mom, Shinta, and my daughter, Keyvlin, who passed away during the writing of this book. Thank you to my familymy dad, Setiawan, my sister, Sisca, my wife, Louise, and my son, Jovinfor their endless love and care.

Iwan Setiawan

Philip Kotler is Professor Emeritus of Marketing at the Kellogg School of Management, where he held the S.C. Johnson & Son Professorship of International Marketing. The Wall Street Journal ranks him as one of the top six most influential business thinkers. The recipient of numerous awards and honorary degrees from schools worldwide, he holds an MA from the University of Chicago and a PhD from Massachusetts Institute of Technology, both in economics. Philip has an incredible international presencehis books have been translated into more than 25 languages and he regularly speaks on the international circuit.

Hermawan Kartajaya is the founder and Executive Chairman of MarkPlus, Inc., and is one of the 50 Gurus Who Have Shaped the Future of Marketing, according to the Chartered Institute of Marketing, United Kingdom. Hermawan is also a recipient of the Distinguished Global Leadership Award from the Pan-Pacific Business Association at the University of NebraskaLincoln. He is also Chairman of the Asia Council for Small Business and a co-founder of the Asia Marketing Federation.

Iwan Setiawan is Chief Executive Officer of MarkPlus, Inc., where he helps businesses design their corporate and marketing strategies. A frequent writer and speaker, Iwan is also Editor-in-Chief of Marketeers. Iwan holds an MBA from the Kellogg School of Management at Northwestern University and a BEng from the University of Indonesia.

The authors would like to thank the leadership team at MarkPlus, Inc., who spent countless hours brainstorming with the authors: Michael Hermawan, Jacky Mussry, Taufik, Vivie Jericho, Ence, Estania Rimadini, Yosanova Savitry, and Edwin Hardi.

A very special thank-you to Richard Narramore at Wiley for his vision and continuous commitment to the Marketing X.0 series. Without Richard, the books would not be possible. We would also like to thank the editorial team at WileyDeborah Schindlar, Victoria Anllo, Linda Brandonfor a great collaboration during the development of Marketing 5.0.

We wrote our first book in the series, Marketing 3.0: From Products to Customers to the Human Spirit, in 2009. The book has since been published in 27 language editions around the world. As the subtitle suggests, the book describes the major shifts from product-driven marketing (1.0) to customer-oriented marketing (2.0) to human-centric marketing (3.0).