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

这本书回答了在新时代的营销思想的根本问题：

在一个连通的世界，营销的新规则是什么？

随着流动性和连通性的增加，客户有较短的注意力来考虑和评估品牌。

这带来两个主要的影响：

第一，营销人员需要站出来，并提供一个关键点，以获得客户的关注；

第二，客户进行品牌选择时，依靠他们的朋友和家人的意见。

这本书讨论的权力转移、矛盾的连接，以及未来的子文化，将塑造未来的营销。它将为WOW营销势在必行的未来场景打下基础。它将解释如何WOW营销，提高营销生产力。

Marketing has changed forever – this is what comes next.

Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world’s leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today’s customers have less time and attention to devote to your brand – and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace’s shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow’s consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today.

Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world-class insight you need to make it happen.

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