Kotler, P., Kartajaya, H. & Setiawan, I. (2017). Marketing 4.0

Mudança do Tradicional para o Digital. Coimbra, Portugal: Conjuntura Actual Editora. Trad. Pedro Elói Duarte. (218 páginas). ISBN 9789896942083

Abstract

The book Marketing 4.0: Moving from Traditional to Digital, by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan, was published in Portugal by Conjuntura Atual Editora, an imprint of Edições Almedina, in February 2018. The translation was carried out by Pedro Elói Duarte. The authors—Kotler, Kartajaya, and Setiawan—with particular emphasis on Philip Kotler, a university professor regarded as one of the most important and influential figures in marketing, who over the past decades has contributed significantly to the development and deepening of knowledge on the subject—are leading experts and promoters of marketing principles across various sectors of activity. Kartajaya, for his part, is the founder and CEO of MarkPlus, Inc. and has been recognized as one of the “50 gurus who shaped the future of marketing,” according to the Chartered Institute of Marketing. Setiawan, meanwhile, is the Chief Operating Officer of MarkPlus, Inc., in addition to being a writer and speaker, as well as editor-in-chief of Marketeers magazine. The authors had previously published the book Marketing 3.0: From Products and Consumers to the Human Spirit in 2010. The work now under review is an update of that earlier publication, taking into account the changes in the market and the transformations in consumer behavior brought about by digital media over the past ten years, which, according to the authors, justify this new approach.