About this item
Highlights
- 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 P's of Marketing," Philip Kotler, explains how marketers can use technology to address customers' needs and make a difference in the world.
- About the Author: PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor (Emeritus) of International Marketing at Northwestern University's Kellogg School of Management.
- 256 Pages
- Business + Money Management, Marketing
Description
About the Book
"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."--Book Synopsis
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 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.
From the Back Cover
Praise for Marketing 6.0
"Immersive marketing is intended to transport the customer into a story until she is convinced that she is there herself. In the process, real and illusory stimuli mix to form a new kind of perceived reality. This book guides us into this futuristic marketing world. Truly enlightening and thought-provoking."
--HERMANN SIMON, Founder and Chairman, Simon-Kucher
"Virtual, immersive worlds are rising fast. Old models won't work in these new realities. Marketing 6.0 is the best guide yet for marketers who aspire to lead the future."
--ROB WOLCOTT, Co-Founder and Chairman, TWIN Global
"Always at least a step ahead, the most astute and accomplished of all marketing thought-leaders, Philip Kotler, and his long-time co-authors Hermawan Kartajaya and Iwan Setiawan, once again shine a light on the path forward in one of the most complex and challenging marketing eras ever. Marketing 6.0 comprehensively and convincingly shows how marketers can thrive in a time of transformative technology and unprecedented change."
--KEVIN LANE KELLER, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College
"Philip Kotler, the father of modern marketing, has the unique ability to identify emerging marketing trends and predict how they will change the business landscape. Marketing 6.0 is no exception. It outlines how the widespread adoption of augmented reality and virtual reality will impact the ways in which companies interact with their customers and explains why the future of marketing lies in creating immersive customer experiences."
--ALEXANDER CHERNEV, Professor of Marketing, Kellogg School of Management, Northwestern University
About the Author
PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor (Emeritus) of International Marketing at Northwestern University's Kellogg School of Management. He's 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, Indonesia's leading marketing media. He's a marketing consultant with 20 years of experience helping over 100 clients in a variety of industries.