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"Marketing 4.0" by Philip Kotler

Hi I’m Douglas Burdett, host of The Marketing Book Podcast and I’d like to tell you about the book “Marketing 4.0: Moving From Traditional to Digital” by Philip Kotler, Hermawan Kartajaya and
Iwan Setiawan.

The lead author, Philip Kotler, is widely regarded as the Father of Modern Marketing.

He’s the author of over 55 books, and his books have been translated into over 25 languages.

This book does a masterful job at explaining the tectonic shifts that have occurred in the marketing world which are largely a result of technology and connectivity.

And the reason technology and connectivity have changed marketing is because they have enabled people to change the way they go about making buying decisions.

They now have more and more places to get information versus a few years ago when they had to rely on what the seller told them.

The book explains that Marketing 4.0 is a marketing approach that combines online and offline interaction between companies and customers.

The book will help companies and marketers navigate what must seem like foreign, uncharted waters.

Some of my favorite things in the book include…

Why connectivity is the most important game changer in the history of marketing.

Why in an increasingly high-tech world, high touch interaction is becoming the new differentiation.

Why marketers need to create brands that behave like humans: approachable and likable but also vulnerable.

Why in marketing, content is the new ad, and #hashtag is the new tagline.

And why the paradigm of AIDA (attention,
and action)
is now outdated based on how people now buy –

and the new model is the five A’s
and Advocate

If you want to better understand the new rules of how to masterfully market and grow your business in today’s era of the empowered and connected customer, “Marketing 4.0” will explain it for you like no other book.

And to listen to an interview with Dr. Philip Kotler about Marketing 4.0, visit


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1 Comment
  1. Manilka De silva 1 year ago

    Where can I buy this golden book..

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