Metamarketing is a new form of marketing in which practitioners go beyond the straightforward marriage of traditional and digital marketing techniques to offer a genuine physical and digital convergence in an interactive and immersive customer experience.

In the newly updated Marketing 6.0: The Future is Immersive, celebrated promoter of the “Four P’s of Marketing,” Philip Kotler, walks you through how you can use technology to address the needs of your customers and have an impact on your industry and the wider world. This book equips marketers for the new age of metamarketing, providing you with a way to integrate tech and business model evolution with the significant changes in consumer behaviors noticed over the past decade.

The author explains the building blocks of metamarketing and the technologies and platforms that Generations Z and Alpha use every day. You’ll learn how to tap into metaverses and extended reality, and discover the most common obstacles, pitfalls, and mistakes encountered by marketers doing their best to operate in this more interactive and immersive environment.

Marketing 6.0 insightfully develops themes of sustainability and novel technology that contemporary businesses need to understand to remain relevant during a dynamic and exciting era of commerce. The authors show you how to exploit traditional and digital marketing techniques to leverage consumers’ continuing desire to maintain human interaction while exploring the new possibilities unlocked by the latest technologies.

Perfect for managers, executives, board members, and other business leaders seeking to remain ahead of curve as the marketing landscape shifts underneath their feet, Marketing 6.0 will also prove indispensable to a new generation of marketers, advertisers, content creators, and similar professionals.

PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor (Emeritus) of International Marketing at Northwestern University’s Kellogg School of Management. He’s a bestselling author whose work has been translated into more than twenty-five languages.

HERMAWAN KARTAJAYA is the founder and chairman of M Corp, the leading marketing professional services firm in Southeast Asia.

IWAN SETIAWAN is the chief executive officer of Marketeers, Indonesia’s leading marketing media. He’s a marketing consultant with 20 years of experience helping over 100 clients in a variety of industries.