Marketing 4.0 provides a documented approach to guiding customers from awareness to support.

In writing this long-awaited guide, the father of modern marketing Philip Kotler reunites with top industry thinkers Hermawan Kartajaya and Iwan Setiawan of MarkPlus, Inc. to share with the world tangible ways in which marketing professionals can influence customers at various stages of their journey.

The transition from the traditional marketing mindset to that of the digital age is smoothly achieved through practical advice and easily understandable explanations that you can use and leverage from day one.

At the end of each chapter, a summary of the topics covered is provided so that the book also serves as a daily reference guide. Thought-provoking questions are also included, which spark personal discoveries and can be used to coordinate discussions throughout the organization.

This unparalleled guide empowers you to:

• Gain data-driven insights into the new ways customers are spending their money
• Examine firsthand examples where Marketing 4.0 has contributed to increased productivity
• Redefine active customer engagement in the digital age

Viewing marketing from a completely new perspective may seem daunting, but with the user-friendly framework provided by Marketing 4.0, you can quickly achieve what has always mattered – winning customer impressions.

PHILIP KOTLER is the Distinguished Professor of International Marketing at S.C. Johnson & Son at the Kellogg School of Management, Northwestern University. He has written over 50 books, including the globally recognized Marketing Management, which is now in its fifteenth edition.

HERMAWAN KARTAJAYA is the founder of MarkPlus, Inc., the largest marketing consulting firm in Indonesia. IWAN SETIAWAN serves as the Chief Operating Officer (COO) at MarkPlus, Inc.