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. Metamarketing is a new form of marketing in which practitioners go beyond the straightforward marriage of traditional and digital marketing techniques to offer a genuine physical and digital convergence in an interactive and immersive customer experience. In the newly updated Marketing 6.0: The Future is Immersive , celebrated promoter of the “Four P’s of Marketing,” Philip Kotler, walks you through how you can use technology to address the needs of your customers and have an impact on your industry and the wider world. This book equips marketers for the new age of metamarketing, providing you with a way to integrate tech and business model evolution with the significant changes in consumer behaviors noticed over the past decade. The author explains the building blocks of metamarketing and the technologies and platforms that Generations Z and Alpha use every day. You’ll learn how to tap into metaverses and extended reality, and discover the most common obstacles, pitfalls, and mistakes encountered by marketers doing their best to operate in this more interactive and immersive environment. Marketing 6.0 insightfully develops themes of sustainability and novel technology that contemporary businesses need to understand to remain relevant during a dynamic and exciting era of commerce. The authors show you how to exploit traditional and digital marketing techniques to leverage consumers’ continuing desire to maintain human interaction while exploring the new possibilities unlocked by the latest technologies. Perfect for managers, executives, board members, and other business leaders seeking to remain ahead of curve as the marketing landscape shifts underneath their feet, Marketing 6.0 will also prove indispensable to a new generation of marketers, advertisers, content creators, and similar professionals. Praise for Marketing 6.0 “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 “Always at least a step ahead, the most astute and accomplished of all marketing thought-leaders, Philip Kotler, and his long-time co-authors Hermawan Kartajaya and Iwan Setiawan, once again shine a light on the path forward in one of the most complex and challenging marketing eras ever. Marketing 6.0 comprehensively and convincingly shows how marketers can thrive in a time of transformative technology and unprecedented change.” ― KEVIN LANE KELLER, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College “Philip Kotler, the father of modern marketing, has the unique ability to identify emerging marketing trends and predict how they will change the business landscape. Marketing 6.0 is no exception. It outlines how the widespread adoption of augmented reality and virtual reality will impact the ways in which companies interact with their customers and explains why the future of marketing lies in creating immersive customer experiences.” ― ALEXANDER CHERNEV, Professor of Marketing, Kellogg School of Management, Northwestern U