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Philip Kotler, a top marketing expert, wrote "Marketing 4.0" to guide professionals through the changing landscape of marketing. The internet and digital world have transformed the relationship between companies and consumers, making traditional advertising less effective. This book explores how to effectively reach customers in this new digital era by combining online and offline interactions. It emphasizes the need for a new approach to marketing, one that anticipates and leverages disruptive technologies to improve productivity in the digital economy.