Kotler, Kartajaya & Setiawan – Marketing 6.0: The Future is Immersive [PDF]
English | eBook | Size: 14.79 MB
Rediscover the fundamentals of marketing along with the rise of metamarketing from the best in the business
In Marketing 6.0, Philip Kotler, the celebrated promoter of the “Four Ps of Marketing”, 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:
* 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 is 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.
Contents:
Part I – Introduction to Marketing 6.0
1 Welcoming the Era of Marketing 6.0
2 The Emergence of Phygital Natives
3 The Inevitability of Immersive Marketing
4 The Future of Customer Experience
Part II – The Marketing 6.0 Enabler and Environment
5 Understanding the Tech Enablers
6 Buiding Extended Realities
7 Tapping the Metaverse
Part III – The Marketing 6.0 Experience
8 Multisensory Marketing
9 Spatial Maarketing
10 Metaverse Marketing
Acknowledgments
About the Authors
Index
Format: PDF
Length: 258 pages
Published: 2024 by John Wiley & Sons
ISBN-13: 9781119835387
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