Digital marketing: Say goodbye to Kotler's 4 P'S

The revolutionary digital marketing has changed the principles and fundamentals of traditional marketing management. People who used to worship the marketing mix given by the legend Mr. Philip Kotler in his historic book need to introspect whether they are going to the right path just by blindly following the principles given by Mr. Kotler. The digital era which is marked by speedy information flow round the globe, shift of control from producer to customer, active involvement of the customers in the marketing process calls for a whole new understanding of the concepts of marketing. The paper attempts to identify the difference between the traditional and digital marketing and stresses upon the need of whole new approach to marketing. It also makes the Kotlerians to think that time has come to revisit and modify the fundamentals given by the legend.