"Marketing 4.0: Moving from Traditional to Digital" is a book written by Philip Kotler and David F. Angelo, published in 2016. The book explores the evolution of marketing in the digital age, and offers insights into how businesses can adapt to the changing marketing landscape.
In the book, Kotler and Angelo argue that the traditional marketing model, which focuses on mass advertising and mass production, is no longer effective in the digital age. Instead, they propose a new model of marketing, which they call "Marketing 4.0," that is based on customer-centricity, innovation, and social responsibility.
The book is divided into three parts, each of which covers a different aspect of the Marketing 4.0 model.
In the first part, Kotler and Angelo discuss the evolution of marketing and the emergence of Marketing 4.0.
In the second part, they explore the key principles of Marketing 4.0, including customer-centricity, innovation, and social responsibility.
In the final part of the book, they offer practical advice on how businesses can implement Marketing 4.0 in their organizations. "Marketing 4.0: Moving from Traditional to Digital" is a valuable resource for businesses that want to stay competitive in the digital age.