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by Philip Kotler, Hermawan Kartajaya, Iwan Setiawan · LID · tapa blanda · 189 pages
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En 'Marketing 4.0', Philip Kotler y Hermawan Kartajaya exploran cómo las nuevas tecnologías y el marketing digital están transformando la interacción con los clientes. El libro ofrece estrategias para combinar el marketing tradicional y digital, adaptándose a un consumidor hiperinformado y conectado. Se enfoca en construir relaciones de confianza y lealtad a través de experiencias transparentes y personalizadas, utilizando inteligencia artificial y big data para mejorar la productividad y satisfacer las necesidades del cliente. Incluye casos prácticos de empresas españolas como Leroy Merlin y Toyota.
Philip Kotler is an American marketing author, consultant, and professor emeritus. He was the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University (1962–2018). He is known for popularizing the concept of the marketing mix. He is the author of over 80 books, including Marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Market Your Way to Growth, Winning Global Markets, Strategic Marketing for Health Care Organizations, Social Marketing, Social Media Marketing, My Adventures in Marketing, Up and Out of Poverty, and Winning at Innovation. Kotler has described strategic marketing as "the link between society's needs and its pattern of industrial response."
