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• Cover
• Series Page
• Title Page
• Copyright
• Dedication
• Acknowledgments
• Prologue: From Marketing 3.0 to Marketing 4.0
• About the Authors
• Part I: Fundamental Trends Shaping Marketing
• Chapter 1: Power Shifts to the Connected Customers
• From Exclusive to Inclusive
• From Vertical to Horizontal
• From Individual to Social
• Summary: Horizontal, Inclusive, and Social
• Chapter 2: The Paradoxes of Marketing to Connected Customers
• Breaking the Myths of Connectivity
• Summary: Marketing Amid Paradoxes
• Chapter 3: The Influential Digital Subcultures
• Youth: Acquiring the Mind Share
• Women: Growing the Market Share
• Netizens: Expanding the Heart Share
• Summary: Youth, Women, and Netizens
• Chapter 4: Marketing 4.0 in the Digital Economy
• Moving from Traditional to Digital Marketing
• Integrating Traditional and Digital Marketing
• Summary: Redefining Marketing in the Digital Economy
• Part II: New Frameworks for Marketing in the Digital Economy
• Chapter 5: The New Customer Path
• Understanding How People Buy: From Four A’s to Five A’s
• Driving from Awareness to Advocacy: The O Zone (O3)
• Summary: Aware, Appeal, Ask, Act, and Advocate
• Chapter 6: Marketing Productivity Metrics
• Introducing PAR and BAR
• Decomposing PAR and BAR
• Driving Up Productivity
• Summary: Purchase Action Ratio and Brand Advocacy Ratio
• Chapter 7: Industry Archetypes and Best Practices
• Four Major Industry Archetypes
• Four Marketing Best Practices
• Summary: Learning from Different Industries
• Part III: Tactical Marketing Applications in the Digital Economy
• Chapter 8: Human-Centric Marketing for Brand Attraction
• Understanding Humans Using Digital Anthropology
• Building the Six Attributes of Human-Centric Brands
• Summary: When Brands Become Humans
• Chapter 9: Content Marketing for Brand Curiosity
• Content Is the New Ad, #Hashtag Is the New Tagline
• Step-by-Step Content Marketing
• Summary: Creating Conversations with Content
• Chapter 10: Omnichannel Marketing for Brand Commitment
• The Rise of Omnichannel Marketing
• Step-by-Step Omnichannel Marketing
• Summary: Integrating the Best of Online and Offline Channels
• Chapter 11: Engagement Marketing for Brand Affinity
• Enhancing Digital Experiences with Mobile Apps
• Providing Solutions with Social CRM
• Driving Desired Behavior with Gamification
• Summary: Mobile Apps, Social CRM, and Gamification
• Epilogue: Getting to WOW!
• What Is a “WOW”?
• Enjoy, Experience, Engage: WOW!
• Are You Ready to WOW?
• Index
• End User License Agreement