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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. 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 Ps 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 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. Dedications Contents Part I: Introduction to Marketing 6.0 1 Welcoming the Era of Marketing 6.0: From Multi to Omni to Meta 2 The Emergence of Phygital Natives: Young Generation Z and Generation Alpha Coming of Age 3 The Inevitability of Immersive Marketing: Five Micro-Trends Leading to Metamarketing 4 The Future of Customer Experience: Fusing Physical and Digital for Complete Immersion Part II: The Marketing 6.0 Enabler and Environment 5 Understanding the Tech Enablers: Five Fundamental Technologies Powering Up Metamarketing 6 Building Extended Realities: The Immersive Experience in Real Life 7 Tapping into the Metaverse: The Future Form of Social Media Platforms Part III: The Marketing 6.0 Experience 8 Multisensory Marketing: Delivering Immersive Experiences for the Five Senses 9 Spatial Marketing: Delivering Natural Human-MachineInteractions 10 Metaverse Marketing: Experimenting with the Next-Generation Engagement Acknowledgments About the Authors Index