In this book, the godfather of modern marketing, Philip Kotler, joins two thought leaders to share tangible marketing techniques that can influence customers along the entire purchasing journey. The traditional purchase path has expanded from the '4A’s' to the '5A’s' with the addition of 'Advocacy' to the new path, as the opinions of friends and family now have a significant impact on purchasing decisions. The book explores how this happens, and the methods and strategies that drive this path, using effective metrics and proposing innovative best practices that make the transition from traditional to digital marketing seamless with direct, practical advice.

• Product Code: 9789923120071
• Weight: 450 g
• Dimensions: 22 cm * 15 cm
• Year of Publication: 2018