A review by apetruce
Marketing 4.0: Moving from Traditional to Digital by Philip Kotler, Iwan Setiawan, Hermawan Kartajaya

3.0

There are soooo many books like this and a lot of them have about two chapters of great stuff and another 13 that are shoved in there because the editor said to. This book has about five really good chapters, starting with chapter seven, which describes customer journey in a way I hadn't considered. The book has really practical, albeit academic, advice that can help reframe a marketer's approach. I did find some of the ideas, such as the doorknob concept, to be mind bending, but in reality the exercise might be tedious and unforgiving when you have to do your real job. If I had a department of 20 and could put some newbies on some of these exercises and then examine their work, these approaches would be fantastic. However, as is probably the case for the majority of small business marketers, it's great to think in categorical ways about each customer, but implementing the academic methods might be too time consuming for real life.