Overview

Rediscover the fundamentals of marketing along with the rise of metamarketing from the best in the business 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. Readers 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 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.

Full Product Details

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: 2.80cm , Length: 23.10cm
Weight:   0.567kg
ISBN:  

9781119835219

ISBN 10:   1119835216
Pages:   256
Publication Date:   12 December 2023
Audience:   General/trade ,  General
Format:   Hardback
Publisher's Status:   Active
Availability:   In stock  
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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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