TY  - BOOK
AU  - Kotler, Philip.
AU  - Kartajaya, Hermawan.
AU  - Setiawan, Iwan.
TI  - Marketing 6.0: the future is immensive 
SN  - 9781119835219
U1  -  658.8 
PY  - 2024///
CY  - New Jersy
PB  - John Wiley & Sons
KW  - Marketing
N1  - 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
ER  -