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Author:   Philip Kotler (Kellogg School of Management, Northwestern University, Evanston, IL) ,  Hermawan Kartajaya (MarkPlus Strategy Consulting) ,  Iwan Setiawan (Marketeers, Indonesia)
Publisher:   John Wiley & Sons Inc
Imprint:   John Wiley & Sons Inc
Dimensions:   Width: 15.80cm , Height: 2.50cm , Length: 23.10cm
Weight:   0.454kg
ISBN:  

9781119835219

ISBN 10:   1119835216
Pages:   256
Publication Date:   12 December 2023
Audience:   General/trade ,  General
Format:   Hardback
Publisher's Status:   Active
Availability:   Available To Order  
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Table of Contents

Part I Introduction to Marketing 6.0 1 1 Welcoming the Era of Marketing 6.0: From Multi to Omni to Meta 3 2 The Emergence of Phygital Natives: Young Generation Z and Generation Alpha Coming of Age 25 3 The Inevitability of Immersive Marketing: Five Micro-Trends Leading to Metamarketing 41 4 The Future of Customer Experience: Fusing Physical and Digital for Complete Immersion 59 Part II The Marketing 6.0 Enabler and Environment 81 5 Understanding the Tech Enablers: Five Fundamental Technologies Powering Up Metamarketing 83 6 Building Extended Realities: The Immersive Experience in Real Life 107 7 Tapping into the Metaverse: The Future Form of Social Media Platforms 131 Part III The Marketing 6.0 Experience 157 8 Multisensory Marketing: Delivering Immersive Experiences for the Five Senses 159 9 Spatial Marketing: Delivering Natural Human- Machine Interactions 185 10 Metaverse Marketing: Experimenting with the Next- Generation Engagement 209 Acknowledgments 235 About the Authors 237 Index 239

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Author Information

PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor (Emeritus) of International Marketing at Northwestern University’s Kellogg School of Management. He’s a bestselling author whose work has been translated into more than twenty-five languages. HERMAWAN KARTAJAYA is the founder and chairman of M Corp, the leading marketing professional services firm in Southeast Asia. IWAN SETIAWAN is the chief executive officer of Marketeers, Indonesia’s leading marketing media. He’s a marketing consultant with 20 years of experience helping over 100 clients in a variety of industries.

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