Marketing 4.0

Marketing 4.0

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Kotler, Philip | Kartajaya, Hermawan | Setiawan, Iwan John Wiley & Sons. Inc., 2017 Audio summary available
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IN THIS SUMMARY

Connectivity is changing the worlds of business and marketing, including the buying path that customers follow. In Marketing 4.0, Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan make the case that marketers must adjust to these changes, which include a shift of power from marketers to connected consumers. Brands must find ways to turn customers into brand advocates. In addition to providing insight into the new customer path, the authors introduce two metrics to help marketers determine which touchpoints need strengthening and offer practical tips on increasing brand attraction, curiosity, commitment, and affinity in the digital age.