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.

Praise for MARKETING 4.0 '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 to marketing 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 '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