Marketing 4.0 is an important phase in the evolution of marketing described in Philip Kotler's marketing textbooks. Kotler uses “Marketing X.0” as a simple way to describe the evolution of marketing across eras. In the book series, the first installment is Marketing 3.0 (with Hermawan Kartajaya and Iwan Setiawan), and Marketing 1.0 and 2.0 are described as the earlier stages that came before it. Marketing 1.0: Product-centered The core job is to make and sell products that generate economic value and profits, with planning driven largely by rational analysis. Marketing 2.0: Customer-centered The core