Marketing 4.0 : moving from traditional to digital

Abstract/Sommario: This book answers the ultimate question in the minds of next-generation marketers: In a connected world, what are the new rules of marketing? With increased mobility and connectivity, customers have shorter attention span to consider and evaluate brands. There are two major implications. First, marketers need to stand out and deliver a moment to get customer attention. Secondly, customers rely on the advice of their friends and family on which brand to choose.