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WEBFFIRS 10/25/2016 16:36:22 Pageiv WEBFFIRS 10/25/2016 16:36:21 Pagei “Thetechnologyworldmovessoquicklytodaythateachchangeacceleratesthenext. It’scriticalinsuchanenvironmenttohaveabaselineandpointofreferencetohelp marketersfindtheirwayforward.Marketing4.0putsanewscholarshipstakeinthe groundandwillbethestartingpointandaninvaluableresourceforeveryonetrying toinventandunderstandthedigitalandmobilefuture.” —HowardTullman,CEO, ChicagolandEntrepreneurialCenter/1871 “TheInternetandITradicallychangemarketing.Thisbookistheeye-openerfor marketinginthenewera.” —HermannSimon,FounderandChairman, Simon-Kucher&Partners “NoonehasafingeronthepulseofmarketinglikePhilKotler.Hisabilitytoidentify andinterpretnewmarketingtrendsanddevelopmentsistrulyastounding.Once again,withMarketing4.0,Kotlerandhisco-authorshelptoblazeanewtrailto marketingsuccess.ThisisdefinitelytheonemarketingbookyouHAVEtoreadthis year.” —KevinLaneKeller,E.B.Osborn ProfessorofMarketing,TuckSchoolofBusiness “Kotlerandhisassociateshavebeautifullysynthesizedtoday’sdigital,interactive marketplaceandmarketing’snewrole.” —DonSchultz,Professor(Emeritus-in-Service)ofIntegrated MarketingCommunications,MedillSchoolatNorthwesternUniversity “NooneismorequalifiedthanPhilipKotler,thefatherofmarketing,todocument theenormouschangestakingplaceinthefieldtoday.Thefutureofmarketingis digitalandthisbookisyourguide.” —AlRies,Authorof Positioning:TheBattleforYourMind “Astheworldofmarketingincreasinglygrappleswithdigitaltransformation,Mar keting4.0offersanexcitingframeworkalongwithexamplesforpractitioners.” —NirmalyaKumar,ProfessorofMarketing, LondonBusinessSchool WEBFFIRS 10/25/2016 16:36:21 Pageii “Aterrificguidetothetransformationsthatarealreadycomingoverthehorizonto challengemarketingpractice.Perplexedmarketerswilllearnhowtonavigatethe powershiftsandpossibilitiesofdigitalconnectivityandturnthemintoadvantages.” —GeorgeS.Day,GeoffreyT.BoisiProfessorEmeritus, WhartonSchooloftheUniversityofPennsylvania “Iamoftenoverwhelmedbythevarietyandthespeedofchange,inspiteofbeingin marketingconsultingforfortyyears.Iamthereforehappythatthe‘guru’Philip Kotler,whobeganwithMarketing1.0overfourdecadesago,isstillwithustomake anothersignificantcontributionwithMarketing4.0—guidelinestodealwith changestoday,especiallythosebroughtaboutbytheITrevolutionandchanging consumerprofiles.” —WalterVieira,MarketingConsultant,Author, VisitingProfessor,PastChairmanof InternationalCouncilofManagementConsultingInstitutes WEBFFIRS 10/25/2016 16:36:21 Pageiii MARKETING 4.0 WEBFFIRS 10/25/2016 16:36:22 Pageiv WEBFFIRS 10/25/2016 16:36:22 Pagev MARKETING 4.0 Moving from Traditional to Digital PHILIP KOTLER HERMAWAN KARTAJAYA IWAN SETIAWAN WEBFFIRS 10/25/2016 16:36:22 Pagevi Coverimage:©StanislawPytel/GettyImages Coverdesign:Wiley Thisbookisprintedonacid-freepaper. Copyright2017byPhilipKotler,HermawanKartajaya,andIwanSetiawan. Allrightsreserved. PublishedbyJohnWiley&Sons,Inc.,Hoboken,NewJersey PublishedsimultaneouslyinCanada Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedin anyformorbyanymeans,electronic,mechanical,photocopying,recording,scanning,or otherwise,exceptaspermittedunderSection107or108ofthe1976UnitedStatesCopyright Act,withouteitherthepriorwrittenpermissionofthePublisher,orauthorizationthrough paymentoftheappropriateper-copyfeetotheCopyrightClearanceCenter,222Rosewood Drive,Danvers,MA01923,(978)750-8400,fax(978)646-8600,oronthewebat www.copyright.com.RequeststothePublisherforpermissionshouldbeaddressedtothe PermissionsDepartment,JohnWiley&Sons,Inc.,111RiverStreet,Hoboken,NJ07030, (201)748-6011,fax(201)748-6008,oronlineatwww.wiley.com/go/permissions. LimitofLiability/DisclaimerofWarranty:Whilethepublisherandauthorhaveusedtheirbest effortsinpreparingthisbook,theymakenorepresentationsorwarrantieswiththerespectto theaccuracyorcompletenessofthecontentsofthisbookandspecificallydisclaimanyimplied warrantiesofmerchantabilityorfitnessforaparticularpurpose.Nowarrantymaybecreated orextendedbysalesrepresentativesorwrittensalesmaterials.Theadviceandstrategies containedhereinmaynotbesuitableforyoursituation.Youshouldconsultwithaprofessional whereappropriate.Neitherthepublishernortheauthorshallbeliablefordamagesarising therefrom. Forgeneralinformationaboutourotherproductsandservices,pleasecontactourCustomer CareDepartmentwithintheUnitedStatesat(800)762-2974,outsidetheUnitedStatesat (317)572-3993orfax(317)572-4002. Wileypublishesinavarietyofprintandelectronicformatsandbyprint-on-demand.Some materialincludedwithstandardprintversionsofthisbookmaynotbeincludedine-booksor inprint-on-demand.IfthisbookreferstomediasuchasaCDorDVDthatisnotincludedin theversionyoupurchased,youmaydownloadthismaterialathttp://booksupport.wiley.com. FormoreinformationaboutWileyproducts,visitwww.wiley.com. ISBN978-1-119-34120-8(cloth) ISBN978-1-119-34106-2(ePDF) ISBN978-1-119-34114-7(ePub) PrintedintheUnitedStatesofAmerica 10 9 8 7 6 5 4 3 2 1 WEBFFIRS 10/25/2016 16:36:22 Pagevii Tothenextgenerationofmarketersandbehavioraleconomists,whowill enhancetheeconomic,social,andenvironmentalcontributionsthat marketingmakestothewelfareofpeopleandtheplanet — PhilipKotler – ToPresidentJokoWidodo,MarketeeroftheYearIndonesia Government 2010-2012andANewHope(Timemagazine,October27,2014) — HermawanKartajaya Tomyfamilyandfriendsandeveryoneelsearoundmewhohasbecomemy f-factorandmademeabetterhuman — IwanSetiawan WEBFFIRS 10/25/2016 16:36:22 Pageviii