BOOK REVIEW Marketing 6.0: The Future Is Immersive

Abstract

Marketing 6.0: The Future Is Immersive is the latest installment in the influential series on modern marketing by Philip Kotler, the S.C. Johnson & Son Distinguished Professor (Emeritus) of Kellogg School of Management, co-authored with Hermawan Kartajaya and Iwan Setiawan. The book offers a forward-looking investigation of the evolving marketing landscape in the era of artificial intelligence and the metaverse. Building on the foundations laid in their preceding works, this book delves into the integration of immersive technologies and discusses the topical concept of metamarketing, which underlines the need for immersive experiences that blend physical and digital interactions to engage target customers seamlessly. The authors aim to provide marketers with the tools and insights needed to navigate the rapidly changing, technology-led market environment. The book addresses the challenges and opportunities presented by the rapid advancement of technology and the changing expectations of consumers in a hyper-connected world.