丸善のおすすめ度
【コトラーのマーケティング6.0: 未来はイマーシブである】
Marketing 6.0 hardcover 256 p. 23
Kotler, Philip,
Kartajaya, Hermawan,
Setiawan, Iwan
著
発行年月 |
2023年12月 |
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出版国 |
アメリカ合衆国 |
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言語 |
英語 |
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媒体 |
冊子 |
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装丁 |
hardcover |
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ページ数/巻数 |
256 p. |
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ジャンル |
洋書/社会科学/経営学/マーケティング |
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ISBN |
9781119835219 |
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商品コード |
1036152240 |
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本の性格 |
学術書 |
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新刊案内掲載月 |
2023年11月 |
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商品URL
| https://kw.maruzen.co.jp/ims/itemDetail.html?itmCd=1036152240 |
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内容
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.