Marketing 6.0

Name: Marketing 6.0
Brand: John Wiley & Sons Inc
SKU: 9781119835219
Price: 92.03 PLN
Availability: InStock

Autor: Hermawan Kartajaya, Iwan Setiawan

Język:

Oprawa: Twarda

Wydawca: John Wiley & Sons Inc

Dostępność: Dostępna u dostawcy w małych ilościach

Wysyłamy za 11-15 dni

92.03 zł

Rediscover the fundamentals of marketing along with the rise of metamarketing from the best in the b...

Informacje o książce

Autor

Hermawan Kartajaya, Iwan Setiawan

Język

Angielski

Oprawa

Książka - Twarda

Data wydania

2023

strony

256

EAN

9781119835219

ISBN

1119835216

Enbook ID

43345726

Wydawca

John Wiley & Sons Inc

Waga

512

Pełny opis

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 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.

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