Name: Marketing 6. 0: The Future is Immersive
Price: 796.00 TWD
Availability: InStock
Author: Philip Kotler
ISBN: 9781119835219

portada Marketing 6. 0: The Future is Immersive

Type

Physical Book

Author

Philip Kotler

Publisher

Wiley

Language

English

Pages

256

Format

Hardcover

ISBN13

9781119835219

Edition No.

Marketing 6. 0: The Future is Immersive

Philip Kotler (Author) · Wiley · Hardcover

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Synopsis "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.

Philip Kotler

(Author)

View Author's Page

Philip Kotler (n. 1931) es un economista y profesor estadounidense, considerado una de las máximas autoridades mundiales en mercadotecnia. Doctorado en Economía por el MIT y con estudios en la Universidad de Chicago y Harvard, ha ejercido gran parte de su carrera en la Kellogg School of Management de la Northwestern University. Su visión ha transformado la disciplina del marketing, pasando de un enfoque meramente comercial a una perspectiva integral que incluye la responsabilidad social, la sostenibilidad y la innovación tecnológica.

Autor de más de sesenta libros, entre los que destaca Marketing 6.0, Kotler ha introducido conceptos que hoy son pilares de la gestión empresarial, como el marketing social, el marketing 3.0 y la importancia del valor compartido. Su obra ha sido traducida a decenas de idiomas y utilizada como referencia académica en todo el mundo, consolidándolo como un pensador clave en la evolución del marketing contemporáneo.

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