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Philip Kotler, a leading marketing expert, authored "Marketing 4.0" to help professionals navigate the transformative changes in marketing caused by the digital era. The traditional reliance on billboards and television advertising is waning, prompting the need for new strategies to connect with consumers effectively. This book outlines the shifts in market dynamics and offers insights into enhancing productivity in today’s landscape. Marketing 4.0 advocates for a blend of online and offline interactions, emphasizing that solely digital engagement is inadequate in the current economy. The text underscores the importance of adapting to disruptive technologies to thrive in a predominantly digital environment.