Specifications
| Publisher | Wiley |
| ISBN 13 | 9781119835219 |
| ISBN 10 | 1119835216 |
| Book Description | 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 Ps 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 metamarketingGeneration Z and Generation Alpha and the technologies they use dailyHow to tap into metaverses and extended realityThe 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. |
| About the Author | PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor (Emeritus) of International Marketing at Northwestern Universitys Kellogg School of Management. Hes 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, Indonesias leading marketing media. Hes a marketing consultant with 20 years of experience helping over 100 clients in a variety of industries. Read more |
| Author | Philip Kotler |
| Language | English |
| Publication Date | 12/12/2023 |
| Number of Pages | 256.0 |
Marketing 6.0: The Future Is Immersive
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