September 29, 2018 By TheNewYorkNews
Marketing 4.0: Moving from Traditional to Digital – Philip Kotler | Book Review
Since Marketing 3.0 inspired the world to embrace and explore human-centric market activities, pioneers in the field have applied advanced technologies to open new insights into who our customers are and how they make decisions. The valuable paradox of big data analytics is it can create more personalized products and personal services, and Marketing 4.0 maps out an authoritative approach to taking customers from awareness to advocacy.
This book answers the ultimate question in the minds of next-generation marketers: In a connected world, what are the new rules of markets? With increased mobility and connectivity, customers have shorter attention span to consider and evaluate brands. There are two major implications. First, marketers need to stand out and deliver a moment to get customer attention. Secondly, customers rely on the advice of their friends and family on which brand to choose.
The book discusses the power shifts, the paradoxes of connectivity, and the future sub-cultures that will shape the future of working in markets. It will lay the foundation which makes WOW Market approaches imperative. It will explain how WOW Market approach improves economy productivity.
“The technology world moves so quickly today that each change accelerates the next. It’s critical in such an environment to have a baseline and point of reference to help marketers find their way forward. Marketing 4.0 puts a new scholarship stake in the ground and will be the starting point and an invaluable resource for everyone trying to invent and understand the digital and mobile future.”
– Howard Tullman, CEO, Chicagoland Entrepreneurial Center/1871
“The Internet and IT radically change marketing. This book is the eye-opener for marketing in the new era.” – Hermann Simon, Founder and Chairman, Simon-Kucher & Partners
“No one has a finger on the pulse of marketing like Phil Kotler. His ability to identify and interpret new marketing trends and developments is truly astounding. Once again, with Marketing 4.0, Kotler and his co-authors help to blaze a new trail to marketing success. This is definitely the one marketing book you HAVE to read this year.”
– Kevin Lane Keller, E.B. Osborn Professor ofMarketing, Tuck School of Business
“A terrific guide to the transformations that are already coming over the horizon to challenge marketing practice. Perplexed marketers will learn how to navigate the power shifts and possibilities of digital connectivity and turn them into advantages.”
– George S. Day, Geoffrey T. Boisi Professor Emeritus, Wharton School of the University of Pennsylvania
About the Author
PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor of InternationalMarketing at the Kellogg School of Management at Northwestern University. He is author of more than fifty books, including the globally popular Marketing Management, now in its fifteenth edition. Check his author’s page here.
HERMAWAN KARTAJAYA is the founder of MarkPlus, Inc., the largest marketingconsulting firm in Indonesia.
IWAN SETIAWAN is COO of MarkPlus, Inc.
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