by Philip Kotler, Hermawan Kartajaya, Iwan Setiawan · Lid · tapa blanda · ISBN 9788417277826
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«Marketing 4.0» is the marketing essay by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan, published by LID in paperback (192 pages, in Spanish).
Explains how to adapt marketing to a hyper-informed, hyper-connected consumer who compares before buying and values honest companies. Proposes combining traditional and digital marketing with 360° strategies, artificial intelligence and big data to create transparent experiences that turn customers into recommenders.
The cover states «3rd edition» and the subtitle «Transform your strategy to attract the digital consumer».
Recommended for marketing professionals, executives and entrepreneurs seeking to update their strategy in a digital environment.
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."
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