000			03347nam a22002297a 4500
005			20241124120606.0
008			241124b |||||||| |||| 00| 0 eng d
020			_a9781119835219
082			_a658.8 _bKOT
100			_aKotler, Philip
245			_aMarketing 6.0: _bthe future is immersive
260			_bWiley & Sons, Inc., _aNew Jersey _c2024
300			_avii, 247 p.
365			_aUSD _b27.95
500			_aTable of content: 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 [https://www.wiley.com/en-us/Marketing+6.0%3A+The+Future+Is+Immersive-p-9781119835219#tableofcontents-section]
520			_aRediscover 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. (https://www.wiley.com/en-us/Marketing+6.0%3A+The+Future+Is+Immersive-p-9781119835219)
650			_aMarketing management
650			_aMarketing
700			_aKartajaya, Hermawan  _97363
700			_aSetiawan,Iwan _97364
942			_cBK _2ddc
999			_c7686 _d7686