Marketing 4.0: Moving from Traditional to Digital

  • 12m
  • Hermawan Kartajaya, Iwan Setiawan, Philip Kotler
  • Skillsoft
  • 2019
In Marketing 4.0, the authors explore the status of marketing, the behaviors of customers in both online and offline settings, and a new approach to marketing that transforms companies into relatable entities with human characteristics. In this Summary, we discuss the salient points of the book based on our interpretation of its contents.