Marketing 6.0 : the future is immersive

Marketing 6.0 the future is immersive

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 di...

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Detalles Bibliográficos
Otros Autores: Kotler, Philip, author (author), Kartajaya, Hermawan, 1947- author, Setiawan, Iwan, author
Formato: Libro electrónico
Idioma:Inglés
Publicado: Hoboken, New Jersey : John Wiley & Sons, Inc [2024]
Edición:First edition
Materias:
Marketing.
Technology.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009811322006719
Tabla de Contenidos:
  • Cover
  • Title Page
  • Copyright Page
  • Contents
  • Part I Introduction to Marketing 6.0
  • CHAPTER 1 Welcoming the Era of Marketing 6.0: From Multi to Omni to Meta
  • The Rise of Immersive Marketing 6.0
  • Metamarketing as the Next Stage of Omnichannel Marketing
  • The Building Blocks of Marketing 6.0
  • Summary: From Multi to Omni to Meta
  • CHAPTER 2. The Emergence of Phygital Natives: Young Generation Z and Generation Alpha Coming of Age
  • Embracing Phygital Natives
  • Phygital Natives Getting Older Younger
  • Characteristics of Phygital Natives
  • Summary: Young Generation Z and Generation Alpha Coming of Age
  • CHAPTER 3. The Inevitability of Immersive Marketing: Five Micro-Trends Leading to Metamarketing
  • Short-Form Video Content
  • Community-Based Social Media
  • Interactive E-Commerce
  • Language-Based AI
  • Immersive Wearable Devices
  • Summary: Five Micro-Trends Leading to Metamarketing
  • CHAPTER 4. The Future of Customer Experience: Fusing Physical and Digital for Complete Immersion
  • The Future Is Immersive
  • The Future Is Also Hybrid
  • No One-Size-Fits-All Strategy
  • Summary: Fusing Physical and Digital for Complete Immersion
  • Part II The Marketing 6.0 Enabler and Environment
  • CHAPTER 5. Understanding the Tech Enablers: Five Fundamental Technologies Powering Up Metamarketing
  • Internet of Things for Data Capture
  • Artificial Intelligence for Data Processing
  • Spatial Computing for Experience Modeling
  • Augmented Reality and Virtual Reality for the Interface
  • Blockchain for the Infrastructure
  • Summary: Five Fundamental Technologies Powering Up Metamarketing
  • CHAPTER 6. Building Extended Realities: The Immersive Experience in Real Life
  • Reinventing the Third Place
  • Designing Immersive Third Places
  • Summary: The Immersive Experience in Real Life.
  • CHAPTER 7. Tapping into the Metaverse: The Future Form of Social Media Platforms
  • What Is the Metaverse?
  • Essential Components of a Metaverse
  • What's Next for the Metaverse?
  • Summary: The Future Form of Social Media Platforms
  • Part III The Marketing 6.0 Experience
  • CHAPTER 8. Multisensory Marketing: Delivering Immersive Experiences for the Five Senses
  • Engaging the Five Senses
  • Building Multisensory Experiences
  • Summary: Delivering Immersive Experiences for the Five Senses
  • CHAPTER 9. Spatial Marketing: Delivering Natural Human-Machine Interactions
  • Defining Spatial Marketing
  • Implementing Spatial Marketing
  • Summary: Delivering Natural Human-Machine Interactions
  • CHAPTER 10. Metaverse Marketing: Experimenting with the Next-Generation Engagement
  • Understanding Customer Motivations in the Metaverse
  • Designing How to Participate in the Metaverse
  • Select the Most Suitable Implementation Avenue
  • Summary: Experimenting with the Next-Generation Engagement
  • Acknowledgments
  • About the Authors
  • Index
  • EULA.

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