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WOW! Engage, Experience and Enjoy Marketing 4.0 KOTLER, P., KARTAJAYA, H., SETIAWAN, I.:Marketing 4.0: Movingfrom Traditional to Digital. New Jersey: John Wiley & Sons, 2017. 184 p. ISBN978-81-265-6693-8.
Product-centric marketing, customer-based marketing and human-centric marketing have claimed their place in the history books. Evolution itself has been revolutionised by marketers of the 21st century. The wonderland of marketing keeps unveiling its novel forms every moment. And finally, aesthetic senses of human beings have been cloned and encrypted into a new motherboard - welcome to the world of digital marketing. We know you better than you do! The storyline of Marketing 4.0 begins here. The paradigm shift from traditional to digital marketing is the script that the reviewed book unfolds. Published by John Wiley and Sons in 2017, this marketing Bible is the hot selling cake of the year. Hermawan Kartajaya, Iwan Setiawan and team guided by the modern marketing guru Philip Kotler do wonders with words, presenting a lot of inspiring thoughts.
Parted into three divisions with 4-3-4 chapter line-up, Marketing 4.0 is a complete guide for all marketers from Chandni Chowk to the Wall Street. Multilateral power structures emerging along with research and development and innovation define the new talk of the town. Power shifts driven by inclusivity of business adopting localisation of global ideas have seen the tides reaching new shores. Chapter 1 of Part I thus explores three mantras: "Exclusive to Inclusive", "Vertical to Horizontal" and "Individual to Social", claiming that the Internet rays have pierced through the glass walls of vertical competition to enlighten the synergies of horizontal integration. Mobile-based financial gateways, online-based taxi services and digital assisted lodging reservations are just a few examples quoted by the authors. Social media driven inclusivity boosts unity in diversity. Crowdsourcing approaches like Wikipedia are mentioned as models of inclusivity. The Internet world...