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Philip Kotler
Marketing 4.0
“The technology world moves so quickly today that each change accelerates the next. It's critical in such an environment to have a baseline and point of reference to help marketers find their way forward. Marketing 4.0 puts a new scholarship stake in the ground and will be the starting point and an invaluable resource for everyone trying to invent and understand the digital and mobile future.”
“The Internet and IT radically change marketing. This book is the eye-opener for marketing in the new era.”
“No one has a finger on the pulse of marketing like Phil Kotler. His ability to identify and interpret new marketing trends and developments is truly astounding. Once again, with Marketing 4.0, Kotler and his co-authors help to blaze a new trail tomarketing success. This is definitely the one marketing book you HAVE to read this year.”
“Kotler and his associates have beautifully synthesized today's digital, interactive marketplace and marketing's new role.”
“No one is more qualified than Philip Kotler, the father of marketing, to document the enormous changes taking place in the field today. The future of marketing is digital and this book is your guide.”
“As the world of marketing increasingly grapples with digital transformation, Marketing 4.0 offers an exciting framework along with examples for practitioners.”
“A terrific guide to the transformations that are already coming over the horizon to challenge marketing practice. Perplexed marketers will learn how to navigate the power shifts and possibilities of digital connectivity and turn them into advantages.”
“I am often overwhelmed by the variety and the speed of change, in spite of being in marketing consulting for forty years. I am therefore happy that the ‘guru’ Philip Kotler, who began with Marketing 1.0 over four decades ago, is still with us to make another significant contribution with Marketing 4.0– guidelines to deal with changes today, especially those brought about by the IT revolution and changing consumer profiles.”
Marketing 4.0
Moving from Traditional to Digital
Philip Kotler
Hermawan Kartajaya
Iwan Setiawan
Cover image: ©Stanislaw Pytel/Getty Images
Cover design: Wiley
This book is printed on acid-free paper.
Copyright © 2017 by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
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Library of Congress Cataloging-in-Publication Data:
Names: Kotler, Philip, author. | Kartajaya, Hermawan, 1947- author. | Setiawan, Iwan, author.
Title: Marketing 4.0: moving from traditional to digital / Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan.
Description: Hoboken, New Jersey: John Wiley & Sons, Inc., [2017] | Includes index.
Identifiers: LCCN 2016036899 | ISBN 9781119341208 (cloth) | ISBN 9781119341147 (epub) | ISBN 9781119341062 (epdf)
Subjects: LCSH: Marketing. | Internet marketing.
Classification: LCC HF5415 .K683 2017 | DDC 658.8 – dc23 LC record available at https://lccn.loc.gov/2016036899
ACKNOWLEDGMENTS
Marketing 4.0 was six years in the making. Over this period, a number of people have contributed to the completion of the book. The authors would like to thank the WOW team at MarkPlus, Inc., who conducted the research and spent countless hours brainstorming with the authors: Yosanova Savitry, Vendy Chandra, Cecilia Hermanto, Kevin Leonard, Quincy Wongso, Edwin Hardi, Adrian Hudiono, Evita Tania, Shabrina Annisarasyiq, Andre Anggada, and Fachriza Prathama.
We would also like to thank the leaders at MarkPlus, Inc. – The Council – who have invested their thoughts and energy in the book: Michael Hermawan, Jacky Mussry, Taufik, Hendra Warsita, Vivie Jericho, Stephanie Hermawan, and Ence.
Last but not least, we