What’s new in the 7th edition? I was playing golf with a friend, who asked me what was the latest book I was working on (excuse his terrible grammar). When I told him it was the seventh edition, no less, of our best-selling marketing communications book, he replied, “Well I hope you get it right this time!” I think we have. Ze and I are delighted to have gathered an array of intriguing, cutting edge examples of marketing communications in action, underpinned by academic theory, all written in a very practical way. In fact, we hope you enjoy it as we really want to ‘educate’ you and perhaps even ‘wow’ you occasionally. As we know, having to read through volumes of books can be fatiguing, so we try to lighten your load with the occasional intriguing, controversial or even mildly humorous examples. Something that has become screamingly obvious is that tactical communications tools never work in isolation. For many years now, we have been pushing marketing communications integration, ie integrate everything in order to leverage and maximize the impact of each tactical marketing communications tool. In fact, we’ve been saying this for a quarter of a century (the first edition in 1993 was Marketing Communications: An integrated approach). Today, it is impossible to isolate any tactic, as marketers today think in an integrated way – whether it is a micro-site built for an ad campaign with a contact strategy of an email followed by a tailored landing page/microsite followed by some remarketing, marketers today think integrated, which is great. You’ll see this in all the mini cases at the end of each chapter in Part Two. Even this is changing, as AI-driven chatbots can shorten this sequence and deliver far better leads, as we show in Chapter 11. From time to time, you will think, ‘Hang on, shouldn’t this case study actually be in another chapter?’, because it will feature other tactical tools almost as much as it does the tool being discussed in that chapter. Personalized videos at scale appear in several places. Pedigree’s AI-driven app is in the packaging chapter (Chapter 19), but it could have featured in content marketing and sales promotion. You will see a lot of this. In addition to demonstrating the maturing of marketing automation, content marketing, single user experience and the lifetime journey, we are delighted to tell you that we have included materials from the best in the world including America’s Larry Kim (Facebook bots and unicorns) and Mark Schaefer (content shock and the human-centred approach to marketing). Banksy (the street artist and his world’s greatest PR stunt), Greenpeace, Al companies and generally corporations that use both the left brain (analytics and data) and the right brain (creative thinking) approach to marketing. We have a broader international range of examples, with world-class campaigns from the UK, Europe, the USA, Ireland, India, Sri Lanka and Brazil. We have put a lot more emphasis on data and AI in particular. In fact, references to AI and data appear throughout the book. AI is here to stay. As is the clever use of data. We also explore the misuse of data. We also include the hidden Web and how it was used by the Leave campaign, which was subsequently found to have broken the electoral laws and advertising principles: ‘legal, decent, honest and truthful’. We include links to the hidden Web ads that Facebook initially refused to release. You can see the need for data protection, and hence the importance of GDPR is emphasized. Hence there is a need for, and we encourage, a more responsible approach to marketing, as demonstrated by Mark Schaefer’s human-centred marketing. His infographics on p 315 should generate a heated discussion or two. Finally, the last photo in the book (p 636) includes ethics, which, ironically, might be objectionable to some, but it is as it is a brilliant example of ‘mining owned media’ by a small semi-pro football club in the South of England. The applications of the VISTAC® Planning framework have been updated in Part One and applied throughout the second half of the book. Overall, we hope you find this edition more challenging and enlightening than ever before. Read on. **Hình 2:** This book should not be read from cover to cover but rather it should be used as a reference when addressing a particular aspect of marketing communications. The integrated nature of the subject does, however, refer the reader to other chapters and sections that are relevant to the particular area of interest. The anecdotal style, examples, case studies, questions, key points and sections have been carefully structured so that the reader can dip into an area of interest, absorb the information and cross-refer if required. This allows the reader to extract specific answers quickly and easily. This book is designed to entertain as well as inform and so it is hoped that when dipping into a particular area, the reader will be lured into reading more. Part 1 (see Figure 0.1) Chapter 1 introduces the new thinking and new tools (largely driven by marketing automation, social media, virtual worlds and new analytics tools) alongside 100-year-old business principles that are, surprisingly, much required today. Part 1 continues to build a background to marketing communications by exploring branding, customer relationship management, buyer behaviour, consumer and communications theory and how information reduces risk (what information market research can and cannot provide), how to work with agencies and consultancies of all types, moving in the changing business environment, international marketing and ultimately shows how to write a marketing communications plan using the simple S O S T A C® planning framework. Part 2 covers specific marketing communication tools that marketing professionals have to manage at some time or other. These include selling and sales management (and Key Account Management), advertising, PR, sponsorship, sales promotion (particularly free ‘content marketing’), direct mail, exhibitions (all online and offline), packaging, and finally, websites that work and social media that wins. The case studies at the end of each chapter in Part 2 have been carefully selected to show a range of different types and sizes of organizations using various communications tools across a range of different industries and markets. Materials are drawn from both small organizations with small budgets and larger businesses with multi-billion-dollar budgets. This book should prove useful to anyone interested, or working, in marketing. The reader will discover that all of the communication tools can and should integrate with each other, as shown in Figure 0.2 and explained at the end of Chapter 1. Equally we need to be able to think creatively (right brain) and analytically (left brain) to make better-quality marketing decisions to ensure we satisfy exactly what our stakeholders need, at the right time in the right place amidst the white heat of competition. It is sometimes difficult to separate and categorize an activity as being one type of tool or another. For example, direct marketing and sales promotions should probably be called ‘direct responses’ since they both more than likely involve each other. The chapters are not listed in order of importance. Selling and sales management is not always included in a marketing communications budget but the sales force is a potent form of communication and generally they (or the sales manager) report to the marketing manager. In fact it has been put to the top of the list because all the other chapters thereafter tend to lead into each other. The successful application of the marketing communications mix is helped by an understanding of communication theory and buyer behaviour theory. Marketing research can provide some practical and specific answers to the questions that theories generate. This provides the building blocks for the marketing communications plan, which draws upon an understanding of how agencies operate and how different media work. The details of the plan are worked out within the sometimes complex, but always integrated, web of the marketing communications mix (see Figure 0.2). The changing marketing communications environment and international opportunities/threats constantly affect the whole marketing communications mix. The world has moved on since the sixth edition. Different organizations allocate the same communication tools to different departments/budgets, **Hình 3:** Copyright © 2021 by John Wiley & Sons, Inc. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions. 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For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 722-7927, outside the United States at (317) 572-3993 or fax (317) 572-4002. Wiley publishes in a variety of print and electronic formats and by print-ondemand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksport.wiley.com. For more information about Wiley products, visit www.wiley.com. Library of Congress Cataloging-in-Publication Data Names: Kotler, Philip, author. | Kartajaya, Hermawan, 1947- author. | Setiawan, Iwan, author. Title: Marketing 5.0 : technology for humanity / Philip Kotler, Hermawan Kartajaya, Iwan Setiawan. Description: Hoboken, New Jersey : Wiley, [2021] | Includes index. Identifiers: LCCN 2020046415 (print) | LCCN 2020046416 (ebook) | ISBN 9781119668510 (hardback) | ISBN 9781119668572 (adobe pdf) | ISBN 9781119668541 (epub) **Hình 4:** We wrote our first book in the series, Marketing 3.0: From Products to Customers to the Human Spirit, in 2009. The book has since been published in 27 language editions around the world. As the subtitle suggests, the book describes the major shifts from product-driven marketing (1.0) to customer-oriented marketing (2.0) to human- centric marketing (3.0). In Marketing 3.0, customers look for not only functional and emotional satisfaction but also spiritual fulfillment from the brands they choose. Thus, companies build differentiation with their values. Their products and operations aim not only to bring profits but also to provide solutions to the world’s toughest social and environmental problems. It took nearly 70 years for marketing to evolve from its product orientation to the concept of human centricity. During the decades of evolution, several marketing concepts have stood the test of time. Despite being “traditional” in nature, the segmentation-targeting- positioning concept as well as the product