by Philip Kotler, Hermawan Kartajaya, Iwan Setiawan · LID · tapa blanda · ISBN 9788416894840
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«Marketing 4.0» is the marketing manual by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan, published by LID in paperback (189 pages, in Spanish).
The work analyses how digitalisation and social media have made consumers informed, connected and demanding. It proposes combining traditional and digital marketing with artificial intelligence and big data to offer personalised experiences that build customer loyalty, and includes Spanish companies such as Leroy Merlin, Toyota, KFC, Correos and Altamira.
The cover subtitle is «Transforma tu estrategia para atraer al consumidor digital». It is part of the «Acción Empresarial» collection.
Aimed at marketing managers who need to adapt their strategies to the new digital consumer.
Philip Kotler is an American marketing author, consultant, and professor emeritus. He was the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University (1962–2018). He is known for popularizing the concept of the marketing mix. He is the author of over 80 books, including Marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Market Your Way to Growth, Winning Global Markets, Strategic Marketing for Health Care Organizations, Social Marketing, Social Media Marketing, My Adventures in Marketing, Up and Out of Poverty, and Winning at Innovation. Kotler has described strategic marketing as "the link between society's needs and its pattern of industrial response."
