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Marketing 4.0
Book

Marketing 4.0

Moving from Traditional to Digital

Philip Kotler, Hermawan Kartajaya and Iwan Setiawan
Wiley, 2016

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Editorial Rating

8

Recommendation

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.

Take-Aways

  • Digital technology changed marketing from “vertical,” “exclusive” and “individual” to “horizontal,” “inclusive” and “social.”
  • Marketers face three paradoxes: “online versus offline interaction,” “informed customer versus distracted customer” and “negative advocacy versus positive advocacy.”
  • “Youth, women and netizens” are especially valuable brand advocates.

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.  

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    A. 6 years ago
    Where can I buy this book (for ipad)? Unavailable in ibooks store in English.
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    O. H. 7 years ago
    The summary is good and innovative but the concepts aren’t intuitive and are hard to apply
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    R. R. 7 years ago
    The section on content marketing gave information that I thought was valuable.