KOTLER P. – KARTAJAYA H. – SETIAWAN I., Marketing 4.0: Moving from traditional to digital, John Wiley, 2016. Edizione it. Marketing 4.0: dal tradizionale al digitale, Hoepli, 2017.

Table of contents

Part I FUNDAMENTAL TRENDS SHAPING MARKETING

1 Power Shifts to the Connected Customers
2 The Paradoxes of Marketing to Connected Customers
3 The Influential Digital Subcultures
4 Marketing 4.0 in the Digital Economy

Part II NEW FRAMEWORKS FOR MARKETING IN THE DIGITAL ECONOMY

5 The New Customer Path
6 Marketing Productivity Metrics
7 Industry Archetypes and Best Practices

Part III TACTICAL MARKETING APPLICATIONS IN THE DIGITAL ECONOMY

8 Human-Centric Marketing for Brand Attraction
9 Content Marketing for Brand Curiosity
10 Omnichannel Marketing for Brand Commitment
11 Engagement Marketing for Brand Affinity