MARKETING 6.0: THE FUTURE IS IMMERSIVE (HC) - PHILIP KOTLER et al. (9781119835219)

MARKETING 6.0: THE FUTURE IS IMMERSIVE (HC)
ผู้แต่ง : PHILIP KOTLER et al.
Barcode : 9781119835219
ISBN : 9781119835219
ปีพิมพ์ : 1 / 2023
ขนาด ( w x h ) : 160 x 240 mm.
จำนวนหน้า : 256 หน้า
หมวดหนังสือ : การตลาดทั่วไป

รายละเอียดสินค้า : MARKETING 6.0: THE FUTURE IS IMMERSIVE (HC)
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.