Level up your marketing strategy by understanding how the human mind works in the age of artificial intelligence (AI)
Marketing 7.0 explores mind-centric marketing, a new approach that shifts the focus from AI-driven performance optimization to understanding how people think, connect, and buy. With the insights in this book, readers will be prepared to engage a new breed of consumers: the augmented human.
Written by Philip Kotler, one of the world's leading authorities on marketing, together with Hermawan Kartajaya and Iwan Setiawan from the leading marketing consulting firm MCorp, this book discusses ideas such as:
Why digitalization, AI, and immersive technology unlock the consumer mind How performance marketing and AI obsessions kill authenticity How to extract customer insights to design brand storytelling, value propositions, selling approaches, and customer experiences
Marketing 7.0 earns a well-deserved spot on the bookshelves of executives, business leaders, and marketers alike as a guide to marketing in the age of AI.
Part 1 The Path to the Human Mind 1 1 The Path to Marketing 7.0: Why Social Media, Artificial Intelligence, and Immersive Tech Unlock the Human Mind 3 2 The Threats of Artificial General Intelligence: Why Minds and Machines Must Coexist for Better Marketing 25 3 The Pitfalls of Marketing in the Digital World: Why Performance and AI Obsessions Kill Authenticity 45 4 The Challenges of Engaging Augmented Humans: Why Filtering, Fragmentation, and Frugality Define the New Market 65 Part 2 The Keys to Unlocking the Human Mind 87 5 The Mind-Centric Marketing: A Guide for Thinking Marketers in the Age of AI 89 6 The Cognitive Mapping: Observing the Human Mind in Action to Extract Deep Customer Insights 109 Part 3 Essential Marketing Stimuli for Engaging the Human Mind 131 7 Brand Storytelling: Leveraging Three Storytelling Paths into the Customer's Mind 133 8 Value Proposition: Tapping into Human Biases to Guide Mental Trade-Offs 153 9 Selling Approach: Building Trust to Convert with Confidence 173 10 Customer Experience: Designing Memorable Moments to Inspire Advocacy 195 Appendix Key Elements of Marketing: The Relevant Frameworks Behind the Core Models of Marketing 7.0 215 ACKNOWLEDGMENTS 225 ABOUT THE AUTHORS 227 INDEX 229
PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor (Emeritus) of International Marketing at Northwestern University's Kellogg School of Management. He is one of the world's leading authorities on marketing whose writing has helped define the subject for the past forty years. HERMAWAN KARTAJAYA is the founder and Chairman of MCorp, the leading marketing consulting firm in Southeast Asia. He is also the founder of the World Marketing Council and one of the ""50 Gurus Who Have Shaped The Future of Marketing"" according to The Chartered Institute of Marketing. IWAN SETIAWAN is the Group COO of MCorp, as well as a co-author on several books with Philip Kotler, including Marketing 3.0, Marketing 4.0, Marketing 5.0, and Marketing 6.0.
