Digital technology and hyper-connectivity permanently changed consumer behavior. Philip Kotler, the “father of modern marketing,” and co-authors Hermawan Kartajaya and Iwan Setiawan provide a framework for marketing in the digital age. They examine emerging trends, define how consumers now make purchases, and offer strategies to reach and engage your brand’s customers. They explain how to enhance your customers’ experience online and offline, and how to convert consumers into brand advocates. Professional marketers will be familiar with most of their tenets but can gain valuable new insights about applying them. getAbstract recommends this well-organized handbook as a great introduction to – or refresher about – digital marketing.
About the Authors
Philip Kotler is an international marketing professor at the Kellogg School of Management at Northwestern University. The Wall Street Journal ranks him among the top six most influential business thinkers. Hermawan Kartajaya founded the Indonesia marketing consulting firm MarkPlus, where Iwan Setiawan, the editor in chief of Marketeers, is chief operating officer.