Screen LibraryMarketing 6.0 : the future is immersive /
"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 integ...
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| Main Authors: | |
|---|---|
| Group Author: | ; |
| Published: |
Wiley,
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| Publisher Address: | Hoboken, New Jersey : |
| Publication Dates: | [2024] |
| Literature type: | Book |
| Language: | English |
| Subjects: | |
| 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."-- |
| Item Description: | Includes index. |
| Carrier Form: | vii, 247 pages : illustrations ; 24 cm |
| ISBN: |
9781119835219 1119835216 |
| Index Number: | HF5415 |
| CLC: | F713.5 |
| Call Number: | F713.5/K874-8 |
| Contents: | Part I. 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 -- Part II. The marketing 6.0 enabler and environment. Understanding the tech enablers -- Building extended realities -- Tapping in the metaverse -- Part III. The marketing 6.0 experience. Multisensory marketing -- Spatial marketing -- Metaverse marketing. |