Title:
Marketing 6.0 : the future is immersive
Author:
Kotler, Philip, author.
ISBN:
9781119835219
Personal Author:
Physical Description:
vii, 247 pages : illustrations ; 24 cm
General Note:
Includes index.
Contents:
Introduction to marketing 6.0. Welcoming the era of marketing 6.0 -- The emergence of phygital natives -- The inevitability of immersive marketing -- The future of customer experience -- The marketing 6.0 enabler and environment. Understanding the tech enablers -- Building extended realities -- Tapping in the metaverse -- The marketing 6.0 experience. Multisensory marketing -- Spatial marketing -- Metaverse marketing.
Abstract:
"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.