The Future is Now. Marketing 6.0 – book review

We all know that many new technologies have been introduced over the years. Of course, forms of marketing have also evolved and adapted to society. Some of the most popular books showing the development of marketing are those by Philip Kotler, a prominent American economist. Are you curious to read the latest book “Marketing 6.0: The Future is Immersive”? Check out our review!

Not only “Marketing 6.0…” – meet the authors and the whole series

The book “Marketing 6.0: The Future is Immersive” was published in December 2023 (Polish version – October 2024) and has 256 pages. Its authors are: Philip Kotler (author of dozens of textbooks and studies in the field of marketing, holder of Honoris Causa doctorate of more than a dozen universities around the world), Hermawan Kartajaya (Founder of MarkPlus – the largest marketing consulting company in Indonesia) and Iwan Setiawan (CEO of MarkPlus). This is the next part in the “Marketing X.0” series by these authors, which so far consists of four books and shows the changes that have been taking place in marketing.

What you will find in “Marketing 6.0: The future is Immersive”

The book is divided into three parts, ten chapters. First and foremost, it focuses on the topic of constant change in marketing and the introduction of immersive, digital experiences, especially in response to the preferences of younger generations, such as Generation Z and Alpha, who are raised in the era of the latest technology. To a large extent, “Marketing 6.0…” refers to its predecessor, “Marketing 5.0: Technology for Humanity,” with an emphasis on modern technology and the merging of the digital and physical worlds. What distinguishes this part of the series is the presentation of solutions to make marketing work as online in offline (and vice versa), rather than separately as before. The technologies used today have allowed the boundaries between the real and the digital world to blur, placing even more emphasis on multichannel, that is, contact with the customer by using several different modes of communication. Marketing 6.0 is also referred to as metamarketing because it relies heavily on XR and Metaverse (the combination of augmented and virtual reality elements in the digital world). The authors highlight ways in which companies can use these technologies to improve the customer experience, including through immersive retail spaces or interactive online platforms.

Our impressions

“Marketing 6.0: The Future is Immersive” reads quickly and pleasantly because of its thoughtful division and consistent subject matter in each section. The authors do refer to previous books in the series, but this is not a forced advertisement that adds nothing to the text, but more of an aid for readers to learn in depth about the evolution of marketing and to check out key issues from previous years. Importantly, the themes of previous books are still relevant, and in the era of metamarketing we see the permeation of different solutions, the improvement of existing ones and their introduction to the digital world. The concluding chapters emphasize the importance of properly tailoring marketing to generations born and growing up at a time when digitization is the order of the day. In our opinion, this is an essential read for any marketer, as well as anyone curious about the latest technologies and marketing approaches to a changing world. We recommend reading not only this book, but also Philip Kotler’s other publications, as they address extremely important issues and will equip anyone with expert knowledge.

Summary

“Marketing 6.0: The future is immersive” is a publication worth reading because of its coverage of current topics that will be in vogue in marketing solutions. By referring to modern technology and the requirements changing through the generations, most of the issues should be of interest to anyone with even a passing interest in marketing. An additional advantage is the availability of the book, which can be purchased in paperback and digital (in English), and has recently become available in Polish.

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