Marketing 6.0 : the future is immersive / Philip Kotler, Hermawan Kartajaya, Iwan Setiawan.
By: Kotler, Philip
Contributor(s): Kartajaya, Hermawan -- author | Setiawan, Iwan -- author
Material type:
TextLanguage: English Publisher: Hoboken, New Jersey : Wiley, 2024Description: vii, 247 pages : color illustrations ; 24 cmISBN: 9781119835219 (hbk.)Subject(s): Marketing. Technologie. TechnologyDDC classification: 658.8 KOT | Item type | Current location | Call number | Status | Date due | Barcode |
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Books
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WeSchool, Bangalore | 658.8 KOT (Browse shelf) | Available | B015703 | |
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Books
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WeSchool, Bangalore | 658.8 KOT (Browse shelf) | Available | B015704 |
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| 658.8 KOT Marketing management / | 658.8 KOT Marketing management / | 658.8 KOT Marketing management / | 658.8 KOT Marketing 6.0 : the future is immersive / | 658.8 KOT Marketing 6.0 : the future is immersive / | 658.8 KOU Marketing Century : How Marketing Drives Business and Shapes Society | 658.8 KUL Text Book of Virtual Marketing |
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
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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