| 000 -LEADER |
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| fixed length control field |
02092nam a22002057a 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
241224b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781119835219 (hbk.) |
| 041 ## - LANGUAGE CODE |
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| Language code of text/sound track or separate title |
English |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.8 KOT |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Kotler, Philip |
| 245 ## - TITLE STATEMENT |
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| Title |
Marketing 6.0 : |
| Remainder of title |
the future is immersive / |
| Statement of responsibility, etc. |
Philip Kotler, Hermawan Kartajaya, Iwan Setiawan. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc. |
Hoboken, New Jersey : |
| Name of publisher, distributor, etc. |
Wiley, |
| Date of publication, distribution, etc. |
2024. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
vii, 247 pages : |
| Other physical details |
color illustrations ; |
| Dimensions |
24 cm. |
| 500 ## - GENERAL NOTE |
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| General note |
Summary:"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."-- Provided by publisher |
| 505 ## - FORMATTED CONTENTS NOTE |
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| Formatted contents note |
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 |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing. |
| -- |
Technologie. |
| -- |
Technology. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Kartajaya, Hermawan -- author |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Setiawan, Iwan -- author |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Books |
