000			02092nam a22002057a 4500
008			241224b ||||| |||| 00| 0 eng d
020			_a9781119835219 (hbk.)
041			_aEnglish
082			_a658.8 KOT
100			_aKotler, Philip
245			_aMarketing 6.0 : _bthe future is immersive / _cPhilip Kotler, Hermawan Kartajaya, Iwan Setiawan.
260			_aHoboken, New Jersey : _bWiley, _c2024.
300			_avii, 247 pages : _bcolor illustrations ; _c24 cm.
500			_aSummary:"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			_aPart 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			_aMarketing. _aTechnologie. _aTechnology.
700			_aKartajaya, Hermawan -- author
700			_aSetiawan, Iwan -- author
942			_c1
999			_c15714 _d15714