Marketing 6.0: The Future Is Immersive

Brand: Wiley | Status: Hết hàng

900.000₫

“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

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.