| 000 -LEADER |
|---|
| fixed length control field |
01538nam a22001817a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| ISBN |
9781119835219 |
| 041 ## - LANGUAGE CODE |
|---|
| Language code of text/sound track or separate title |
English |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.8 |
| Item number |
KOT |
| 100 ## - MAIN ENTRY--AUTHOR NAME |
|---|
| Author name |
Kotler, Philip. |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
Marketing 6.0 : |
| Sub Title |
the future is immensive / |
| Statement of responsibility, etc |
Philip Kotler, Hermawan Kartajaya, Iwan Setiawan |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication |
New Jersy: |
| Name of publisher |
John Wiley & Sons, |
| Year of publication |
2024. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Number of Pages |
vii, 247 pages : |
| Other physical details |
ill ; |
| Dimensions |
23.5 cm. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Part I Introduction to Marketing 6.0 1<br/>1 Welcoming the Era of Marketing 6.0: From Multi to Omni to Meta 3<br/>2 The Emergence of Phygital Natives: Young Generation Z and Generation Alpha Coming of Age 25<br/>3 The Inevitability of Immersive Marketing: Five Micro-Trends Leading to Metamarketing 41<br/><br/>4 The Future of Customer Experience: Fusing Physical and Digital for Complete Immersion 59<br/>Part II The Marketing 6.0 Enabler and Environment 81<br/>5 Understanding the Tech Enablers: Five Fundamental Technologies Powering Up Metamarketing 83<br/>6 Building Extended Realities: The Immersive Experience in Real Life 107<br/>7 Tapping into the Metaverse: The Future Form of Social Media Platforms 131<br/>Part III The Marketing 6.0 Experience 157<br/>8 Multisensory Marketing: Delivering Immersive Experiences for the Five Senses 159<br/>9 Spatial Marketing: Delivering Natural Human- Machine Interactions 185<br/><br/>10 Metaverse Marketing: Experimenting with the Next- Generation Engagement 209<br/>Acknowledgments 235<br/>About the Authors 237<br/>Index 239 |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Subject |
Marketing. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Author 2/ Editor |
Kartajaya, Hermawan. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Author 2/ Editor |
Setiawan, Iwan. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Books |
