Marketing 4.0: Moving from Traditional to Digital

Historical Context and Significance

Philip Kotler's book «Marketing 4.0» is a significant work in the field of marketing, reflecting the shift from traditional methods to digital technologies. In it, Kotler, along with co-authors Hermawan Kartajaya and Iwan Setiawan, analyzes changes in consumer behavior and proposes new strategies for engaging with customers in the digital age. The book highlights the importance of integrating online and offline marketing and emphasizes the significance of social media and mobile technologies. It has had a substantial impact on companies' marketing strategies, helping them adapt to rapidly changing market conditions and new consumer expectations. «Marketing 4.0» also aids in understanding how brands can use digital tools to create more personalized and effective customer interactions, making it an essential resource for marketers and business leaders worldwide.