Overview

"In Marketing 6.0, the celebrated promoter of the ""Four P's of Marketing,"" Philip Kotler, explains how marketers can use technology to address customers' needs and make a difference in the world. In a new age of metamarketing, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade. Listeners will learn about: the building blocks of metamarketing; Generation Z and Generation Alpha and the technologies they use daily; how to tap into metaverses and extended reality; and the potential obstacles and solutions for creating a more interactive and immersive experience. Marketing has evolved to address global challenges and changing customer expectations. Incorporating sustainability themes and new technologies for customer engagement are essential for businesses to remain relevant. Indeed, marketing has shifted from traditional to digital, but most customers still value some forms of human interaction. As a result, multichannel and omnichannel marketing have become popular among marketers aiming to leverage both traditional and digital engagement. Metamarketing goes beyond that and offers a genuine physical and digital convergence by providing a more interactive and immersive customer experience across physical and digital spaces."

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"Philip Kotler is professor emeritus of marketing at Northwestern University's Kellogg School of Management, where he held the S. C. Johnson & Son Professorship of International Marketing. The Wall Street Journal ranks him as one of the top six most influential business thinkers. The recipient of numerous awards and honorary degrees from schools worldwide, he holds an MA from the University of Chicago and a PhD from Massachusetts Institute of Technology, both in economics. Philip has an incredible international presence-his books have been translated into more than twenty-five languages and he regularly speaks on the international circuit. Hermawan Kartajaya is the founder and executive chairman of MarkPlus, Inc., and is one of the ""50 Gurus Who Have Shaped the Future of Marketing,"" according to the Chartered Institute of Marketing, United Kingdom. Hermawan is also a recipient of the Distinguished Global Leadership Award from the Pan-Pacific Business Association at the University of Nebraska-Lincoln. He is also chairman of the Asia Council for Small Business and a cofounder of the Asia Marketing Federation. Iwan Setiawan is chief executive officer of MarkPlus, Inc., where he helps businesses design their corporate and marketing strategies. A frequent writer and speaker, Iwan is also editor in chief of Marketeers. Iwan holds an MBA from the Kellogg School of Management at Northwestern University and a BEng from the University of Indonesia. Graham Rowat is an award-winning narrator who has appeared in numerous television shows and stage productions. He has had roles on Broadway in Meteor Shower, Sunset Boulevard, Mamma Mia, Guys and Dolls, LoveMusik, Dracula, and Beauty and the Beast, and his Off-Broadway credits include The Blue Flower (Second Stage) and The Boys in the Band (Transport Group). Nationally, he has appeared in productions of White Christmas and Les Miserables, and his regional credits include Arsenic and Old Lace, Constellations (Berkshire Theatre Festival), and A Funny Thing . . . Forum (Two River Theater, Williamstown Theatre Festival). His television credits include Elementary and The Good Wife."

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