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BOOK REVIEW Marketing 6.0: The Future Is Immersive Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan John Wiley & Sons, 2023. 256 pp. ISBN 978-1-119-83521-9 (hardcover) |
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| รหัสดีโอไอ | |
| Creator | Thittapong Daengrasmisopon |
| Title | BOOK REVIEW Marketing 6.0: The Future Is Immersive Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan John Wiley & Sons, 2023. 256 pp. ISBN 978-1-119-83521-9 (hardcover) |
| Publisher | Stamford International University |
| Publication Year | 2568 |
| Journal Title | ASEAN Journal of Management & Innovation |
| Journal Vol. | 12 |
| Journal No. | 2 |
| Page no. | 1 - 4 |
| Keyword | Marketing, Digital Marketing, Marketing Technology, Metamarketing, Metaverse, Immersive Experience |
| URL Website | https://so13.tci-thaijo.org/index.php/AJMI |
| Website title | AJMI -ASEAN Journal of Management & Innovation |
| ISSN | 2351-0307 |
| Abstract | Marketing 6.0: The Future Is Immersive is the latest installment in the influential series on modern marketing by Philip Kotler, the S.C. Johnson & Son Distinguished Professor (Emeritus) of Kellogg School of Management, co-authored with Hermawan Kartajaya and Iwan Setiawan. The book offers a forward-looking investigation of the evolving marketing landscape in the era of artificial intelligence and the metaverse. Building on the foundations laid in their preceding works, namely, Marketing 3.0: From Products to Customers to the Human Spirit (Kotler et al., 2010), Marketing 4.0: Moving from Traditional to Digital (Kotler et al., 2016), and Marketing 5.0: Technology for Humanity (Kotler et al., 2021), this book delves into the integration of immersive technologies and discusses the topical concept of metamarketing, which underlines the need for immersive experiences that blend physical and digital interactions to engage target customers seamlessly. |
