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 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.

重新發現行銷基礎知識，並與行業中最佳的人一起探索變革中的元行銷。

在《行銷6.0》中，著名的「行銷四要素」倡導者菲利普·科特勒解釋了行銷人員如何利用技術來滿足客戶需求並在世界上產生影響。在元行銷的新時代，本書提供了一種將技術和商業模式演進與過去十年中發生的消費者行為巨變相結合的方法。讀者將學習以下內容：

- 元行銷的基礎要素
- Z世代和Alpha世代以及他們每天使用的技術
- 如何利用元宇宙和擴增實境
- 創造更具互動性和沉浸式體驗的潛在障礙和解決方案

行銷已經演變以應對全球挑戰和不斷變化的客戶期望。將可持續發展主題和新技術納入客戶參與是企業保持相關性的關鍵。確實，行銷已從傳統轉向數位，但大多數客戶仍然重視某些形式的人際互動。因此，多通道和全通道行銷已成為行銷人員中流行的策略，旨在充分利用傳統和數位參與。元行銷超越了這一點，通過在實體和數位空間中提供更具互動性和沉浸式的客戶體驗，實現了真正的實體和數位融合。

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.

PHILIP KOTLER是西北大學凱洛格管理學院的S.C. Johnson & Son國際行銷傑出教授（名譽退休）。他是一位暢銷作家，其作品已被翻譯成超過25種語言。

HERMAWAN KARTAJAYA是M Corp的創始人兼主席，該公司是東南亞領先的行銷專業服務公司。

IWAN SETIAWAN是Marketeers的首席執行官，該公司是印尼領先的行銷媒體。他是一位行銷顧問，擁有20年的經驗，曾幫助過100多個不同行業的客戶。