| The topics listed in this page are chapters of Marketing 4.0: Moving From Traditional to Digital by Marketing Guru, Philip Kotler (see book cover above ). This serves as the official 24/7 reference for the marketing classes at the Ateneo Graduate School of Business of Coach Z, Prof. Bong De Ungria. The Z (End in Mind) is for this page to serve as a quick, permanent, and useful reference for past, present and future students of Marketing. The Y (Reason Why) is that Marketing is useful and can help brands and companies succeed only if the basic principles are clear, easy to reference, so it can be applied. X (Do Not) is to Do it Alone W (What, When, How) is to Build the System and Standard of Excellence with Primus Inter Pares MBA students who Coach Z has had the privilege to serve in Markma. This is a real-life application of marketing! |
| Part I: Fundamental Trends Shaping Marketing (Redefining Marketing in the Digital Economy) |
| 1 Power Shifts to the Connected Customer |
| 2 Paradoxes of Connected Customers |
| 3 Influential Digital Subcultures that are 3 Keys to the Digital Economy: Youth, Women and Netizens |
| 4 Redefining Marketing in the Digital Economy |
| Part II: New Frameworks for Marketing in the Digital Economy |
| 5 The New Customer Path |
| 6 Marketing Productivity Metrics |
| 7 Industry Archetypes and Best Practices |
| Part III- Tactical Marketing Applications in the Digital Economy |
| 8 Human-Centric Marketing for Brand Attraction |
| 9 Content Marketing for Brand Curiosity |
| 10 Omnichannel Marketing for Brand Commitment |
| 11 Engagement Marketing for Brand Affinity |
| 12 Getting to WOW |