Marketing 5.0 by Philip Kotler & Hermawan Kartajaya & Iwan Setiawan Summary

Marketing 5.0 explores the integration of advanced technologies like AI, IoT, and data analytics with human-centric marketing strategies. It addresses modern challenges like generational shifts, digital divides, and sustainability, offering frameworks to balance automation with empathy. The book emphasizes using tech to enhance customer experiences while maintaining ethical and inclusive practices.

This book is essential for traditional and digital marketers, business leaders, and students seeking actionable strategies to navigate technological disruptions. It’s particularly valuable for professionals aiming to bridge generational gaps (Baby Boomers to Gen Alpha) and leverage AI, blockchain, or AR in campaigns.

Yes—it provides timely insights on post-pandemic digital transformation, combining Kotler’s foundational marketing principles with cutting-edge tech applications. Readers gain actionable steps for agile marketing, hyper-personalization, and corporate activism, making it a practical handbook for modern challenges.

1. Generation Gap: Balancing strategies for tech-savvy Gen Z and traditional Baby Boomers.
2. Prosperity Polarization: Addressing income inequality through inclusive marketing.
3. Digital Divide: Bridging gaps between digitally engaged customers and underserved populations.

The book positions technology as a tool to mimic human capabilities, like AI for personalized campaigns and IoT for real-time customer insights. It stresses augmented intelligence—using tech to enhance, not replace, human creativity in areas like transmedia storytelling and CX design.

This philosophy advocates using tech to advance societal well-being, such as AI-driven sustainability initiatives or blockchain for ethical supply chains. It encourages brands to prioritize non-material needs (e.g., trust, community) alongside profit.

• Assess digital readiness across teams and tools.
• Migrate customers to digital channels via incentives (e.g., exclusive app offers).
• Adopt agile workflows for rapid tech integration.

CX will blend immersive tech (AR/VR), predictive analytics, and omnichannel consistency. Examples include AI chatbots resolving issues in real-time or IoT devices automating replenishment orders.

While retaining Product, Price, Place, Promotion, the book adds digital layers:

• Virtual try-ons for “Product”
• Dynamic pricing algorithms for “Price”
• Social commerce integrations for “Place”

The book acknowledges risks like over-reliance on automation and data privacy concerns. It advises ethical governance frameworks and hybrid strategies where humans oversee AI decisions.

Unlike Marketing 4.0’s focus on digital transition, this edition emphasizes tech-human synergy, with dedicated sections on blockchain, metaverse marketing, and corporate social responsibility.

Yes—it recommends cost-effective tools like chatbots for SMEs and microlocal targeting via geofencing. However, the book stresses scalability assessments to avoid over-investment in complex tech.

While light on case studies, it references Nike’s AR-powered app trials and Unilever’s blockchain-led sustainability audits as models for balancing innovation with ethical practices.