Marketing 4.0: Moving from Traditional to Digital

Book Review

Philip Kotler's book «Marketing 4.0: Moving from Traditional to Digital» offers readers an in-depth analysis of the transformation of marketing in the digital technology era. Critics note that the authors successfully combine theoretical aspects with practical recommendations, making the book useful for both professionals and newcomers to marketing. Kotler and his co-authors emphasize the importance of integrating online and offline strategies, focusing on changing consumer behavior and the need to adapt to new conditions. Special attention is given to the concept of the «customer journey,» which describes the stages of interaction with a brand in the digital environment. Critics also note that the book is rich with real-world examples, helping to better understand the ideas presented. However, some reviewers point out the complexity of certain terms and concepts, which may hinder comprehension for unprepared readers. Overall, «Marketing 4.0» is considered a significant contribution to contemporary marketing literature, offering a fresh perspective on the industry's development in the context of digitalization.