Descrição

Marketing 4.0: Do tradicional ao digital (Marketing 4.0: From Traditional to Digital)

“No one more qualified than the father of modern marketing to document the enormous changes taking place. The future of marketing is digital, and this is your guide.”
— Al Ries, coauthor of Marketing Warfare and Positioning

Philip Kotler — joined by Hermawan Kartajaya and Iwan Setiawan — builds on his seminal framework that traced marketing’s evolution from Product‑oriented 1.0, to Consumer‑focused 2.0, to Human‑centered 3.0. In this book the authors analyze the next leap: Marketing 4.0, the shift from traditional to digital.

In Marketing 4.0 you’ll find:

• A clear explanation of how connectivity and digital channels have fundamentally changed consumer behavior.
• A practical model for mapping the customer journey in the digital age — from brand awareness and consideration to engagement and full loyalty.
• New metrics and marketing practices that blend online and offline touchpoints.
• Strategic guidance for adapting organizations and marketing teams to a rapidly changing, more complex, and more competitive marketplace.

Rather than a short‑lived trend, the digital revolution has reshaped society itself. Marketing 4.0 offers a rigorous analysis of today’s and tomorrow’s consumers and provides the insights marketers need to reach them more effectively.