Marketing 0

Y
You only live once (YOLO), 
40
Z
Zara, go-to-market practice, 
181
–182
Zoom, usage, 
72

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WILEY END USER LICENSE
AGREEMENT
Go to 
www.wiley.com/go/eula
to access Wiley’s ebook EULA.

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Document Outline

• Title Page
• Copyright
• Dedication
• About the Authors
• Acknowledgments
• PART I: Introduction
  • CHAPTER 1: Welcome to Marketing 5.0
    • Marketing 4.0: The Pivot to Digital
    • It's Time for Marketing 5.0
    • What Is Marketing 5.0?
    • How Technology Can Enhance Marketing
    • Five Components of Marketing 5.0
    • Summary: Technology for Humanity
• PART II: Challenges Marketers Face in a Digital World
  • CHAPTER 2: Generation Gap
    • Challenges of Serving Different Generations
    • The Five Generations
    • The Life Stages of the Five Generations
    • Generation Gap and Marketing Evolution
    • Summary: Marketing to Baby Boomers, X, Y, Z, and Alpha
  • CHAPTER 3: Prosperity Polarization
    • The Polarized Society
    • Why Inclusivity and Sustainability Matter
    • Aligning Strategies to Sustainable Development Goals
    • Summary: Creating Inclusivity and Sustainability for Society
  • CHAPTER 4: Digital Divide
    • The Digital Divide Still Exists
    • The Perils and Promises of Digitalization
    • Technology Can Be Personal
    • Technology Can Be Social
    • Technology Can Be Experiential
    • Summary: Making Tech Personal, Social, and Experiential
• PART III: New Strategies for Tech-Empowered Marketing
  • CHAPTER 5: The Digital-Ready Organization
    • Case Study: COVID-19 as the Digitalization Accelerator
    • Digital Readiness Assessment
    • How Ready Are You to Go Digital?
    • Strategies to Migrate Customers to Digital Channels
    • Strategies to Build Digital Capabilities
    • Strategies to Strengthen Digital Leadership
    • Summary: One Size Doesn't Fit All
  • CHAPTER 6: The Next Tech
    • Next Tech Made Possible
    • Reimagining Business with the Next Tech
    • Summary: It's Time for Human-Like Technologies to Take Off
  • CHAPTER 7: The New CX
    • Revisiting Customer Experience in the Digital World
    • Keeping Track of Touchpoints: The 5A's
    • Human and Machine in the New CX
    • Leveraging the Next Tech for the New CX: A Checklist
    • Summary: Machines Are Cool, But Humans Are Warm
• PART IV: New Tactics Leveraging Marketing Tech
  • CHAPTER 8: Data-Driven Marketing
    • The Segments of One
    • Setting Up Data-Driven Marketing
    • Summary: Building Data Ecosystem for Better Targeting
  • CHAPTER 9: Predictive Marketing
    • Predictive Marketing Applications
    • Building Predictive Marketing Models
    • Summary: Anticipating Market Demand with Proactive Action
  • CHAPTER 10: Contextual Marketing
    • Building Smart Sensing Infrastructure
    • Delivering Three Levels of Personalized Experience
    • Summary: Making a Personalized Sense-and-Respond Experience
  • CHAPTER 11: Augmented Marketing
    • Building Tiered Customer Interfaces
    • Providing Digital Tools for Frontliners
    • Summary: Delivering Tech-Empowered Human Interaction
  • CHAPTER 12: Agile Marketing
    • Why Agile Marketing?
    • Setting Up Agile Marketing
    • Agile Marketing Project Management
    • Summary: Executing Marketing Initiatives at Pace and Scale
• Index
• End User License Agreement