[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-0-en-105":3,"doc-seo-626559-105":59,"doc-detail-626559-en":130},{"code":4,"msg":5,"data":6},0,"success",[7,13,18,23,28,33,38,43,48,51,55],{"id":8,"doc_module":4,"doc_module_name":9,"category_name":10,"show_sort_weight":11,"slug":12},1,"Document","Story & Novel",90,"story-novel",{"id":14,"doc_module":4,"doc_module_name":9,"category_name":15,"show_sort_weight":16,"slug":17},2,"Literature",80,"literature",{"id":19,"doc_module":4,"doc_module_name":9,"category_name":20,"show_sort_weight":21,"slug":22},4,"Exam",70,"exam",{"id":24,"doc_module":4,"doc_module_name":9,"category_name":25,"show_sort_weight":26,"slug":27},5,"Comic",60,"comic",{"id":29,"doc_module":4,"doc_module_name":9,"category_name":30,"show_sort_weight":31,"slug":32},6,"Technology",50,"technology",{"id":34,"doc_module":4,"doc_module_name":9,"category_name":35,"show_sort_weight":36,"slug":37},7,"Healthcare",40,"healthcare",{"id":39,"doc_module":4,"doc_module_name":9,"category_name":40,"show_sort_weight":41,"slug":42},8,"Research & Report",30,"research-report",{"id":44,"doc_module":4,"doc_module_name":9,"category_name":45,"show_sort_weight":46,"slug":47},9,"Religion & Spirituality",20,"religion-spirituality",{"id":46,"doc_module":4,"doc_module_name":9,"category_name":49,"show_sort_weight":46,"slug":50},"World Cup","world-cup",{"id":52,"doc_module":4,"doc_module_name":9,"category_name":53,"show_sort_weight":52,"slug":54},10,"Lifestyle","lifestyle",{"id":56,"doc_module":4,"doc_module_name":9,"category_name":57,"show_sort_weight":24,"slug":58},19,"General","general",{"code":4,"msg":60,"data":61},"ok",{"site_id":62,"language":63,"slug":64,"title":65,"keywords":66,"description":67,"schema_data":68,"social_meta":123,"head_meta":125,"extra_data":127,"updated_unix":129},105,"en","marketing-50-technology-for-humanity-book-review","Marketing 5.0 - Technology for Humanity - Book Review","","A professional book review of “Marketing 5.0: Technology for Humanity” by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan, discussing how new-age technologies can be harnessed to serve human needs amid disruption from the fourth industrial revolution. The review explains the authors’ framing of Marketing 5.0 across the customer journey using AI, NLP, sensors, robotics, AR/VR, IoT, and blockchain. It outlines key marketing forces—data-driven, predictive, contextual, augmented, and agile marketing—and highlights Part II’s focus on generational differences and digital divide challenges.",{"@graph":69,"@context":122},[70,84,105],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":30,"@type":76,"position":81},"https://docshare.wps.com/document/technology/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/marketing-50-technology-for-humanity-book-review/626559/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/marketing-50-technology-for-humanity-book-review/626559.png","ImageObject",300,407,{"name":92,"@type":93},"Stanley","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-10-26","2026-10-20",true,{"@type":102,"interactionType":103,"userInteractionCount":14},"InteractionCounter",{"@type":104},"ViewAction",{"@type":106,"mainEntity":107},"FAQPage",[108,114,118],{"name":109,"@type":110,"acceptedAnswer":111},"What is the central idea behind Marketing 5.0 as described in the review?","Question",{"text":112,"@type":113},"Marketing 5.0 is presented as enabling marketers to leverage next-generation technologies to create, communicate, deliver, and enhance value across the customer journey.","Answer",{"name":115,"@type":110,"acceptedAnswer":116},"Which technologies does the book highlight for marketing applications?",{"text":117,"@type":113},"The review names AI, NLP, sensors, robotics, AR, VR, IoT, and blockchain, describing uses such as personalization, predictive analytics, and digital experiences in physical settings.",{"name":119,"@type":110,"acceptedAnswer":120},"What five marketing forces does the review say form the core of the book?",{"text":121,"@type":113},"The five forces are data-driven marketing, predictive marketing, contextual marketing, augmented marketing, and agile marketing, built on big data and analytics.","https://schema.org",{"og:url":83,"og:type":124,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":126,"canonical":83},"index,follow",{"doc_id":128,"site_id":62},626559,1793006358,{"code":4,"msg":5,"data":131},{"doc_id":128,"user_id":132,"nickname":92,"user_avatar":133,"doc_module":4,"category_id":29,"category_name":30,"doc_title":65,"doc_description":67,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":14,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":24,"language":139,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":140,"faqs":141,"seo_title":142,"seo_description":67,"update_tm":143,"read_time":144},2336477405376,"https://ap-avatar.wpscdn.com/davatar_29158cc5080c5b710cf443261637dec0","Journal of International Consumer Marketing  \nISSN: 0896-1530 (Print) 1528-7068 (Online) Journal [homepage: ](homepage: www.tandfonline.com/journals/wicm20)[www.tandfonline.com/journals/wicm20](homepage: www.tandfonline.com/journals/wicm20)  \nMarketing 5.0: Technology for Humanity  \nPhilip Kotler, Hermawan Kartajaya, and Iwan Setiawan, Hoboken, NJ: John Wiley & Sons Inc., 2021. 206 pp. ISBN 978-1119668510. List price: $28.00. Hardcover  \nAbhijit Roy  \nTo cite this article: Abhijit Roy (2025) Marketing 5.0: Technology for Humanity, Journal of International Consumer Marketing, 37:2, 173-176, DOI: 10.1080/08961530.2024.2448649  \nTo link to this article: [https://doi.org/10.1080/08961530.2024.2448649](https://doi.org/10.1080/08961530.2024.2448649)  \n Published online: 04 Jan 2025.  \n\n|  Submit your article to this journal  |  |\n| --- | --- |\n| | Article views: 1227 |\n| | View related articles  |\n|  View Crossmark data |  |\n|  Citing articles: 7 View citing articles  |  |\n\nFull Terms & Conditions of access and use can be found at [https://www.tandfonline.com/action/journalInformation?journalCode=wicm20](https://www.tandfonline.com/action/journalInformation?journalCode=wicm20)  \nBook Review  \nMARKETING 5.0: TECHNOLOGY FOR HUMANITY. Philip kotler, Hermawan kartajaya, and iwan Setiawan, Hoboken, NJ: John wiley & Sons inc., 2021. 206 pp., iSBN 978-1119668510. List price: $28.00. Hardcover.  \nINTELLIGENT MARKETING: EMPLOYING NEW-AGE TECHNOLOGIES. v. kumar. Thousand oaks, CA: Sage  \nPublications. 2021. 301 pp., iSBN 978-93-5388-709-4. List price: $22.00. Paperback.  \nIt has become appallingly obvious that our technology has exceeded our humanity…The human spirit must prevail over technology.  \nAlbert Einstein (1946)  \nThe fourth industrial revolution is now moving at full speed and has caused significant disruptions in how marketers deal with interferences in the marketplace. A flurry of books1 have addressed these changes and how marketers cope with the challenges. Two wonderful books that address these challenges are a welcome addition to this dialogue. First, I review Kotler, Kartajaya, and Setiawan’s [henceforth, KKS](2021) prescriptions for how technology can be harnessed for humanity in the era of Marketing 5.0, followed by Kumar’s (2021) book harping on similar themes of how intelligent marketing can be used employing new-age technologies. In the first book, Professor Kotler, a pioneer and legend in the field for over seven decades, with his two coauthors, makes a case for how the new technologies can be effectively used to solve humanity’s problems.  \nThis team of authors [KKS] first wrote about Marketing 3.0, from products to customers to the Human Spirit. They defined Marketing 1.0 beginning nearly seventy years ago as the era of product-driven marketing followed by Marketing 2.0 (customer-oriented marketing) . Following the success of their book Marketing 3.0, the Wiley series encouraged the authors to write Marketing 4.0 in 2016, focusing on attempts by marketers to pivot from the traditional to the digital mode and now Marketing 5.0 in 2021, which prescribes how technology can be leveraged to serve humanity. This opportunity comes in the milieu of three significant challenges: the gap between the five generations with contrasting attitudes and behaviors, the widening chasm of prosperity between the have and the have nots, and the digital divide.  \nMarketing 5.0, according to the authors, is the ability of marketers to leverage the next generation of techs like AI, NLP, sensors, robotics, AR, VR, IoT, and blockchain to “create, communicate, deliver, and enhance value across the customer journey.” For example, AI, which has been used to mimic human cognitive abilities for a longtime, can be used to personalize offerings to “segments  \nof one.” This technology also allows companies to leapfrog the product development process with the assistance of predictive algorithms and reveal shopping patterns useful for retailers to recomm","cbCaikQ5V66IqKUA","https://ap.wps.com/l/cbCaikQ5V66IqKUA","pdf",382421,"English","# Book Review\n## Overview of the reviewed works\n## What Marketing 5.0 prescribes\n## Technologies and marketing value\n## Five technology-boosted marketing forces\n## Challenges in a digital world","[{\"question\":\"What is the central idea behind Marketing 5.0 as described in the review?\",\"answer\":\"Marketing 5.0 is presented as enabling marketers to leverage next-generation technologies to create, communicate, deliver, and enhance value across the customer journey.\"},{\"question\":\"Which technologies does the book highlight for marketing applications?\",\"answer\":\"The review names AI, NLP, sensors, robotics, AR, VR, IoT, and blockchain, describing uses such as personalization, predictive analytics, and digital experiences in physical settings.\"},{\"question\":\"What five marketing forces does the review say form the core of the book?\",\"answer\":\"The five forces are data-driven marketing, predictive marketing, contextual marketing, augmented marketing, and agile marketing, built on big data and analytics.\"}]","Marketing 5.0 - Technology for Humanity - Book Review | PDF",1792538518,13]