MARKETING 4.0: MOVING FROM TRADITIONAL TO DIGITAL

Hermawan Kartajaya, Philip Kotler and Den Huan Hooi

Chapter 4 in Asian Competitors:Marketing for Competitiveness in the Age of Digital Consumers, 2019, pp 99-123 from World Scientific Publishing Co. Pte. Ltd.

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…

Keywords: Asian Competitors; Asian Consumers; Asia; Digital Consumers; Digitization; Digitalization; New Wave Marketing; Marketing; Fourth Industrian Revolution; Changing Environment; Changing Landscape (search for similar items in EconPapers)
JEL-codes: M16 M31 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (1)

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