Philip Kotler - Marketing 4.0: Moving from Traditional to Digital

The technology world moves so quickly today that each change accelerates the next. It's critical in such an environment to have a baseline and point of reference to help marketers find their way forward. Marketing 4.0 puts a new scholarship stake in the ground and will be the starting point and an invaluable resource for everyone trying to invent and understand the digital and mobile future.

Howard Tullman, CEO, Chicagoland Entrepreneurial Center/1871

The Internet and IT radically change marketing. This book is the eye-opener for marketing in the new era.

Hermann Simon, Founder and Chairman, Simon-Kucher & Partners

No one has a finger on the pulse of marketing like Phil Kotler. His ability to identify and interpret new marketing trends and developments is truly astounding. Once again, with Marketing 4.0, Kotler and his co-authors help to blaze a new trail tomarketing success. This is definitely the one marketing book you HAVE to read this year.

Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business

Kotler and his associates have beautifully synthesized today's digital, interactive marketplace and marketing's new role.

Don Schultz, Professor (Emeritus-in-Service) of Integrated Marketing Communications, Medill School at Northwestern University

No one is more qualified than Philip Kotler, the father of marketing, to document the enormous changes taking place in the field today. The future of marketing is digital and this book is your guide.

Al Ries, Author of Positioning: The Battle for Your Mind

As the world of marketing increasingly grapples with digital transformation, Marketing 4.0 offers an exciting framework along with examples for practitioners.

Nirmalya Kumar, Professor of Marketing, London Business School

A terrific guide to the transformations that are already coming over the horizon to challenge marketing practice. Perplexed marketers will learn how to navigate the power shifts and possibilities of digital connectivity and turn them into advantages.

George S. Day, Geoffrey T. Boisi Professor Emeritus, Wharton School of the University of Pennsylvania

I am often overwhelmed by the variety and the speed of change, in spite of being in marketing consulting for forty years. I am therefore happy that the guru Philip Kotler, who began with Marketing 1.0 over four decades ago, is still with us to make another significant contribution with Marketing 4.0guidelines to deal with changes today, especially those brought about by the IT revolution and changing consumer profiles.

Walter Vieira, Marketing Consultant, Author, Visiting Professor, Past Chairman of International Council of Management Consulting Institutes

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Copyright 2017 by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan. All rights reserved.

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Published simultaneously in Canada

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To the next generation of marketers and behavioral economists, who will enhance the economic, social, and environmental contributions that marketing makes to the welfare of people and the planet

Philip Kotler

To President Joko Widodo, Marketeer of the Year IndonesiaGovernment 20102012 and A New Hope (Time magazine, October 27, 2014)

Hermawan Kartajaya

To my family and friends and everyone else around me who has become my ffactor and made me a better human

Iwan Setiawan

Marketing 4.0 was six years in the making. Over this period, a number of people have contributed to the completion of the book. The authors would like to thank the WOW team at MarkPlus, Inc., who conducted the research and spent countless hours brainstorming with the authors: Yosanova Savitry, Vendy Chandra, Cecilia Hermanto, Kevin Leonard, Quincy Wongso, Edwin Hardi, Adrian Hudiono, Evita Tania, Shabrina Annisarasyiq, Andre Anggada, and Fachriza Prathama.

We would also like to thank the leaders at MarkPlus, Inc.The Councilwho have invested their thoughts and energy in the book: Michael Hermawan, Jacky Mussry, Taufik, Hendra Warsita, Vivie Jericho, Stephanie Hermawan, and Ence.

Last but not least, we would like to thank the team at WileyRichard Narramore, Tiffany Colon, and Jocelyn Kwiatkowskiwho made it possible for us to share Marketing 3.0 and Marketing 4.0 with the world.

For the past six years, marketers whom we met around the world have been asking for a sequel to Marketing 3.0. Considering the dynamics of marketing, many would expect Marketing 4.0 to be in the pipeline.

In Marketing 3.0, we talked about the major shift from product-driven marketing (1.0) to customer-centric marketing (2.0), and ultimately to human-centric marketing (3.0). In Marketing 3.0, we observed customers transforming into whole human beings with minds, hearts, and spirits. Therefore, we argued that the future of marketing lies in creating products, services, and company cultures that embrace and reflect human values. Since the book was published in 2010, many marketers have been adopting the principles of