What to expect from Marketing 6.0, the new book by Philip Kotler
Posted: Mon Jan 20, 2025 11:37 am
In mid-December, when everyone was already preparing for the end-of-year festivities and closing their financial statements, Philip Kotler released the book Marketing 6.0 – The Future Is Immersive. Co-authored by Hermawan Kartajaya and Iwan Setiawan, the book features 10 chapters divided into three main parts. The main theme revolves around the rapid growth of immersive experiences: extended reality, augmented reality and the metaverse.
The introduction explains Marketing 6.0 and provides some background information on Kotler’s previous releases – Marketing 3.0, Marketing 4.0 and Marketing 5.0. Given the context, the book delves into customer-centric content marketing, AI-powered strategies and the rise of personalized multichannel and omnichannel marketing for the digital age.
It is possible to see the concepts of the 4 Ps updated for metamarketing using the metaverse and XR platforms. The work also provides advice for the future about Generation Z and Alpha, in addition to highlighting the importance of a holistic approach, since not everything is digital.
Segmented and complementary reading
It is a fact that society is becoming more digitalized and dominican republic whatsapp data Marketing needs to quickly keep up with the evolution of technology. With consumers becoming more mature, brands need to change to understand the more active and demanding population regarding the evolution of brands. To this end, the book is divided into three specific parts:
1 – Structuring and approaching metamarketing – this first part provides a context for industry and retail, provides a summary of arguments for companies to be concerned about studying immersive marketing and reinforces the importance of planning.
2- Immersive experience – the second part focuses on what Marketing 6.0 really is and how consumers experience and will experience immersion. It talks about the application of extended reality and metaverse technologies, which are being used beyond entertainment.
3 – Multisensory Marketing – the third part explores what metamarketing really requires: an explosion of senses that will make people truly immersed. This means using much more than just sight and hearing, but all other senses in an intelligent way, taking advantage of the location and feelings of consumers.
The book does not yet have a release date in Brazil. When contacted by Mundo do Marketing, Editora Sextante, responsible for the release and translation of Kotler's latest books, responded by stating that there is no forecast for the work to be available in the country.
The introduction explains Marketing 6.0 and provides some background information on Kotler’s previous releases – Marketing 3.0, Marketing 4.0 and Marketing 5.0. Given the context, the book delves into customer-centric content marketing, AI-powered strategies and the rise of personalized multichannel and omnichannel marketing for the digital age.
It is possible to see the concepts of the 4 Ps updated for metamarketing using the metaverse and XR platforms. The work also provides advice for the future about Generation Z and Alpha, in addition to highlighting the importance of a holistic approach, since not everything is digital.
Segmented and complementary reading
It is a fact that society is becoming more digitalized and dominican republic whatsapp data Marketing needs to quickly keep up with the evolution of technology. With consumers becoming more mature, brands need to change to understand the more active and demanding population regarding the evolution of brands. To this end, the book is divided into three specific parts:
1 – Structuring and approaching metamarketing – this first part provides a context for industry and retail, provides a summary of arguments for companies to be concerned about studying immersive marketing and reinforces the importance of planning.
2- Immersive experience – the second part focuses on what Marketing 6.0 really is and how consumers experience and will experience immersion. It talks about the application of extended reality and metaverse technologies, which are being used beyond entertainment.
3 – Multisensory Marketing – the third part explores what metamarketing really requires: an explosion of senses that will make people truly immersed. This means using much more than just sight and hearing, but all other senses in an intelligent way, taking advantage of the location and feelings of consumers.
The book does not yet have a release date in Brazil. When contacted by Mundo do Marketing, Editora Sextante, responsible for the release and translation of Kotler's latest books, responded by stating that there is no forecast for the work to be available in the country.