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Marketing 6.0 : the future is immensive / Philip Kotler, Hermawan Kartajaya, Iwan Setiawan

By: Kotler, PhilipContributor(s): Kartajaya, Hermawan | Setiawan, IwanMaterial type: Text

TextLanguage: English Publisher: New Jersy: John Wiley & Sons, 2024Description: vii, 247 pages : ill ; 23.5 cmISBN: 9781119835219Subject(s): MarketingDDC classification: 658.8

Contents:

Part I Introduction to Marketing 6.0 1 1 Welcoming the Era of Marketing 6.0: From Multi to Omni to Meta 3 2 The Emergence of Phygital Natives: Young Generation Z and Generation Alpha Coming of Age 25 3 The Inevitability of Immersive Marketing: Five Micro-Trends Leading to Metamarketing 41 4 The Future of Customer Experience: Fusing Physical and Digital for Complete Immersion 59 Part II The Marketing 6.0 Enabler and Environment 81 5 Understanding the Tech Enablers: Five Fundamental Technologies Powering Up Metamarketing 83 6 Building Extended Realities: The Immersive Experience in Real Life 107 7 Tapping into the Metaverse: The Future Form of Social Media Platforms 131 Part III The Marketing 6.0 Experience 157 8 Multisensory Marketing: Delivering Immersive Experiences for the Five Senses 159 9 Spatial Marketing: Delivering Natural Human- Machine Interactions 185 10 Metaverse Marketing: Experimenting with the Next- Generation Engagement 209 Acknowledgments 235 About the Authors 237 Index 239

List(s) this item appears in: New Arrivals - August 1st to 31st 2024 | New Arrivals - September 1st to 30th 2024

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Item type	Current location	Call number	Status	Date due	Barcode
Books	Institute of Public Enterprise, Library S Campus	658.8 KOT (Browse shelf)	Available		48916
Books	Institute of Public Enterprise, Library S Campus	658.8 KOT (Browse shelf)	Available		48812
Books	Institute of Public Enterprise, Library S Campus	658.8 KOT (Browse shelf)	Checked out	10/18/2024	48813

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Part I Introduction to Marketing 6.0 1
1 Welcoming the Era of Marketing 6.0: From Multi to Omni to Meta 3
2 The Emergence of Phygital Natives: Young Generation Z and Generation Alpha Coming of Age 25
3 The Inevitability of Immersive Marketing: Five Micro-Trends Leading to Metamarketing 41

4 The Future of Customer Experience: Fusing Physical and Digital for Complete Immersion 59
Part II The Marketing 6.0 Enabler and Environment 81
5 Understanding the Tech Enablers: Five Fundamental Technologies Powering Up Metamarketing 83
6 Building Extended Realities: The Immersive Experience in Real Life 107
7 Tapping into the Metaverse: The Future Form of Social Media Platforms 131
Part III The Marketing 6.0 Experience 157
8 Multisensory Marketing: Delivering Immersive Experiences for the Five Senses 159
9 Spatial Marketing: Delivering Natural Human- Machine Interactions 185

10 Metaverse Marketing: Experimenting with the Next- Generation Engagement 209
Acknowledgments 235
About the Authors 237
Index 239

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