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Marketing 4.0: Moving From Traditional To Digital

In: Asian Competitors Marketing for Competitiveness in the Age of Digital Consumers

Author

Listed:
  • HERMAWAN KARTAJAYA
  • PHILIP KOTLER
  • DEN HUAN HOOI

Abstract

Technology is not only revolutionizing the way industry players conduct business but also changing the pattern of customers’ decision-making processes. In the preconnectivity era, a customer’s journey to buying a product or service was relatively simpler and shorter and could be described with help of the 4A process: Aware, Attitude, Act, and Act Again. This funnel-shaped process demarcates various points in the customer journey: customers become aware of a brand, develop an attitude toward it — of like or dislike — based on which they decide whether to purchase it and also consider if it’s worth a repeat purchase. The shape of the funnel represents a decline in the number of customers as they move from one stage to another — people who like the brand would naturally be aware of it; those who buy like it; and those who buy again would have already purchased it once…

Suggested Citation

  • Hermawan Kartajaya & Philip Kotler & Den Huan Hooi, 2019. "Marketing 4.0: Moving From Traditional To Digital," World Scientific Book Chapters, in: Asian Competitors Marketing for Competitiveness in the Age of Digital Consumers, chapter 4, pages 99-123, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789813275478_0004
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    More about this item

    Keywords

    Asian Competitors; Asian Consumers; Asia; Digital Consumers; Digitization; Digitalization; New Wave Marketing; Marketing; Fourth Industrian Revolution; Changing Environment; Changing Landscape;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration

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