Marketing 6.0

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.

Table of Contents

Part I: Int roduction to Marketing 6.0

1 Welcoming the Era of Marketing 6.0: From Multi to Omni to Meta

2 The Emergence of Phygital Natives: Young Generation Z and Generation Alpha Coming of Age

3 The Inevitability of lmmersive Marketing: Five Micro-Trends Leading to Metamarketing

4 The Future of Customer Experience: Fusing Physical and Digital for Complete Immersion

Part II: The Marketing 6.0 Enabler and Environment

5 Understanding the Tech Enablers: Five Fundamental Technologies Powering Up Metamarketing

6 Building Extended Realities: The lmmersive Experience in Real Life

7 Tapping into the Metaverse: The Future Form of Social Media Platforms

Part Ill: The Marketing 6.0 Experience

8 Multisensory Marketing: Delivering lmmersive Experiences for the Five Senses

9 Spatial Marketing: Delivering Natural Human-Machinelnteractions

10 Metaverse Marketing: Experimenting with the Next-Generation Engagement

About the Authors

Philip Kotler is the S.C. Johnson & Son Distinguished Professor (Emeritus) of International Marketing at Northwestern University’s Kellogg School of Management. He’s a bestselling author whose work has been translated into more than twenty-five languages.

Hermawan Kartajaya  is the founder and chairman of M Corp, the leading marketing professional services firm in Southeast Asia.

Iwan Setiawan is the chief executive officer of Marketeers, Indonesia’s leading marketing media. He’s a marketing consultant with 20 years of experience helping over 100 clients in a variety of industries.