In the book Marketing 4.0 , Philip Kotler, together with Hermawan Kartajaya and Iwan Setiawan, explores the transition from traditional to digital marketing, highlighting how connectivity has profoundly changed the way we live and how marketing must adapt to this new reality. They discuss how to understand consumer journeys in the digital age and adopt new marketing metrics and practices. The book shows that, to be successful in a competitive and dynamic environment, marketing needs to guide the consumer from brand awareness to full loyalty. Kotler provides a detailed analysis of the changes in consumer behavior and the strategies needed to effectively reach audiences.