Why do we need this advanced technology? Kotler argues that modern businesses are suffering from a disconnect between the digital and the physical. He identifies "The Five Frictions" or gaps:
Marketing 5.0 is the application of to create, communicate, deliver, and enhance value across the customer journey. It is the natural progression from its predecessors: Marketing 1.0: Product-centric (Functional). Marketing 2.0: Customer-centric (Emotional). Marketing 3.0: Human-centric (Values and Spirituality). marketing 5.0 philip kotler pdf