In Marketing 4.0, Philip Kotler, the "Father of Modern Marketing," unveils the definitive guide to navigating the seismic shift from traditional to digital marketing in an age of hyper-connectivity. This is not another abstract theory, but a pragmatic, step-by-step framework that seamlessly integrates time-tested marketing principles with the transformative power of the digital landscape. Forget the outdated notion that mass advertising still reigns supreme; this book dismantles the fallacy that awareness automatically translates to sales and exposes the critical importance of advocacy in a world dominated by online reviews and peer recommendations. Discover the Purchase Action Ratio (PAR) and Brand Advocacy Ratio (BAR)—the new metrics that reveal marketing productivity. The core insight? The battleground isn't just for market share, but for *share of voice*, won by transforming satisfied customers into passionate advocates who amplify your message authentically across the digital sphere.
Բիզնես և տնտեսագիտություն
