Marketing 4.0


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Přidáno: 28.11.2023

Marketing 4.0: Moving from Traditional to Digital   Philip Kotler, Hermawan Kartajaya, Iwan Setyawan

Marketing 4.0 begins by talking about how people's shopping habits have changed because of the internet and technology. It says that now, customers are well-informed and connected to the internet. This means that businesses need to use both online and offline ways to reach them. The main idea of the book Marketing 4.0 is to focus on what customers want and make their experience special.


One of the key takeaways from the book is the concept of the "Engagement Marketing Model." This model recognizes that successful marketing is not merely about reaching the target audience but actively engaging with them. The authors argue that businesses must move beyond transactional relationships and foster meaningful connections with consumers. This involves leveraging digital platforms to create interactive and personalized experiences that resonate with the modern, tech-savvy consumer. The title moreover says that businesses should go beyond just making transactions and build real connections with customers. This includes using the internet to create personalized and interactive experiences that match what modern customers like.


Another crucial aspect explored in Marketing 4.0 is the idea of content marketing and storytelling. The authors emphasize the power of narrative in capturing the attention of consumers in an era inundated with information. Crafting compelling stories that align with the brand's values and resonate with the target audience can create a lasting impact, fostering brand loyalty and advocacy.


Practical applications of the theories presented in Marketing 4.0 abound in real-life scenarios. For instance, businesses can leverage social media platforms not merely as promotional tools but as avenues for genuine interaction. Engaging with customers through comments, messages, and user-generated content can humanize the brand, building trust and loyalty.

Moreover, the book encourages businesses to embrace data analytics for informed decision-making. By harnessing the wealth of data available in the digital landscape, organizations can gain valuable insights into consumer preferences and behaviors. This data-driven approach enables targeted marketing campaigns, ensuring that resources are allocated efficiently for maximum impact.


In conclusion, "Marketing 4.0: Moving from Traditional to Digital" provides a comprehensive roadmap for businesses navigating the complexities of the digital age. Its insights into consumer behavior, engagement marketing, and the integration of online and offline strategies make it an invaluable resource for marketing professionals and students alike. By applying the theories and strategies outlined in the book, businesses can not only survive but thrive in the ever-evolving landscape of modern marketing.

To be quite honest, I did not like this book as much as other marketing books. It was not so well written, draining and the key information often got lost in the stream of unimportant text.



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