Marketing 4.0: Moving from Traditional to Digital

Summary

The book «Marketing 4.0: Moving from Traditional to Digital» by Philip Kotler explores the transition of marketing into the digital age, where consumers are becoming more informed and influential. Kotler describes how companies must adapt to new conditions by using digital technologies to engage with customers. He emphasizes the importance of integrating online and offline strategies to create a more personalized and effective marketing approach. The author also examines changes in consumer behavior and offers new models and tools for successful marketing in the digital era, including a focus on social media and mobile platforms. The book provides practical advice and examples on how companies can remain competitive in a rapidly changing world.