Marketing 6.0: the future is immersive
Young Generation Z and Generation Alpha Coming of Age -- CHAPTER 3 The Inevitability of Immersive Marketing: Five Micro-Trends Leading to Metamarketing -- Short-Form Video Content -- Community-Based Social Media -- Interactive E-Commerce -- Language-Based AI -- Immersive Wearable Devices -- Summary:...
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, New Jersey
Wiley
[2024]
|
| Schlagworte: | |
| Online-Zugang: | DE-1050 |
| Zusammenfassung: | Young Generation Z and Generation Alpha Coming of Age -- CHAPTER 3 The Inevitability of Immersive Marketing: Five Micro-Trends Leading to Metamarketing -- Short-Form Video Content -- Community-Based Social Media -- Interactive E-Commerce -- Language-Based AI -- Immersive Wearable Devices -- Summary: Five Micro-Trends Leading to Metamarketing -- CHAPTER 4 The Future of Customer Experience: Fusing Physical and Digital for Complete Immersion -- The Future Is Immersive -- The Future Is Also Hybrid -- No One-Size-Fits-All Strategy -- Summary: Fusing Physical and Digital for Complete Immersion |
| Beschreibung: | 1 Online-Ressource (vii, 247 Seiten) |
| ISBN: | 9781119835370 |
Internformat
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| 245 | 1 | 0 | |a Marketing 6.0 |b the future is immersive |c Philip Kotler, Hermawan Kartajaya, Iwan Setiawan |
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| 505 | 8 | |a Cover -- Title Page -- Copyright Page -- Contents -- Part I Introduction to Marketing 6.0 -- CHAPTER 1 Welcoming the Era of Marketing 6.0: From Multi to Omni to Meta -- The Rise of Immersive Marketing 6.0 -- Metamarketing as the Next Stage of Omnichannel Marketing -- The Building Blocks of Marketing 6.0 -- Summary: From Multi to Omni to Meta -- CHAPTER 2 The Emergence of Phygital Natives: Young Generation Z and Generation Alpha Coming of Age -- Embracing Phygital Natives -- Phygital Natives Getting Older Younger -- Characteristics of Phygital Natives | |
| 505 | 8 | |a Part II The Marketing 6.0 Enabler and Environment -- CHAPTER 5 Understanding the Tech Enablers: Five Fundamental Technologies Powering Up Metamarketing -- Internet of Things for Data Capture -- Artificial Intelligence for Data Processing -- Spatial Computing for Experience Modeling -- Augmented Reality and Virtual Reality for the Interface -- Blockchain for the Infrastructure -- Summary: Five Fundamental Technologies Powering Up Metamarketing -- CHAPTER 6 Building Extended Realities: The Immersive Experience in Real Life -- Reinventing the Third Place -- Designing Immersive Third Places | |
| 505 | 8 | |a CHAPTER 9 Spatial Marketing: Delivering Natural Human-Machine Interactions -- Defining Spatial Marketing -- Implementing Spatial Marketing -- Summary: Delivering Natural Human-Machine Interactions -- CHAPTER 10 Metaverse Marketing: Experimenting with the Next-Generation Engagement -- Understanding Customer Motivations in the Metaverse -- Designing How to Participate in the Metaverse -- Select the Most Suitable Implementation Avenue -- Summary: Experimenting with the Next-Generation Engagement -- Acknowledgments -- About the Authors -- Index -- EULA | |
| 520 | |a Young Generation Z and Generation Alpha Coming of Age -- CHAPTER 3 The Inevitability of Immersive Marketing: Five Micro-Trends Leading to Metamarketing -- Short-Form Video Content -- Community-Based Social Media -- Interactive E-Commerce -- Language-Based AI -- Immersive Wearable Devices -- Summary: Five Micro-Trends Leading to Metamarketing -- CHAPTER 4 The Future of Customer Experience: Fusing Physical and Digital for Complete Immersion -- The Future Is Immersive -- The Future Is Also Hybrid -- No One-Size-Fits-All Strategy -- Summary: Fusing Physical and Digital for Complete Immersion | ||
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Datensatz im Suchindex
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| author | Kotler, Philip 1931- Kartajaya, Hermawan 1947- Setiawan, Iwan |
| author_GND | (DE-588)121409600 (DE-588)141482044 (DE-588)142142204 |
| author_facet | Kotler, Philip 1931- Kartajaya, Hermawan 1947- Setiawan, Iwan |
| author_role | aut aut aut |
| author_sort | Kotler, Philip 1931- |
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| bvnumber | BV049494732 |
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| contents | Cover -- Title Page -- Copyright Page -- Contents -- Part I Introduction to Marketing 6.0 -- CHAPTER 1 Welcoming the Era of Marketing 6.0: From Multi to Omni to Meta -- The Rise of Immersive Marketing 6.0 -- Metamarketing as the Next Stage of Omnichannel Marketing -- The Building Blocks of Marketing 6.0 -- Summary: From Multi to Omni to Meta -- CHAPTER 2 The Emergence of Phygital Natives: Young Generation Z and Generation Alpha Coming of Age -- Embracing Phygital Natives -- Phygital Natives Getting Older Younger -- Characteristics of Phygital Natives Part II The Marketing 6.0 Enabler and Environment -- CHAPTER 5 Understanding the Tech Enablers: Five Fundamental Technologies Powering Up Metamarketing -- Internet of Things for Data Capture -- Artificial Intelligence for Data Processing -- Spatial Computing for Experience Modeling -- Augmented Reality and Virtual Reality for the Interface -- Blockchain for the Infrastructure -- Summary: Five Fundamental Technologies Powering Up Metamarketing -- CHAPTER 6 Building Extended Realities: The Immersive Experience in Real Life -- Reinventing the Third Place -- Designing Immersive Third Places CHAPTER 9 Spatial Marketing: Delivering Natural Human-Machine Interactions -- Defining Spatial Marketing -- Implementing Spatial Marketing -- Summary: Delivering Natural Human-Machine Interactions -- CHAPTER 10 Metaverse Marketing: Experimenting with the Next-Generation Engagement -- Understanding Customer Motivations in the Metaverse -- Designing How to Participate in the Metaverse -- Select the Most Suitable Implementation Avenue -- Summary: Experimenting with the Next-Generation Engagement -- Acknowledgments -- About the Authors -- Index -- EULA |
| ctrlnum | (OCoLC)1418713397 (DE-599)BVBBV049494732 |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| id | DE-604.BV049494732 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T23:20:18Z |
| indexdate | 2024-07-20T04:08:48Z |
| institution | BVB |
| isbn | 9781119835370 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-034839983 |
| oclc_num | 1418713397 |
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| owner | DE-1050 |
| owner_facet | DE-1050 |
| physical | 1 Online-Ressource (vii, 247 Seiten) |
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| publishDate | 2024 |
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| spelling | Kotler, Philip 1931- Verfasser (DE-588)121409600 aut Marketing 6.0 the future is immersive Philip Kotler, Hermawan Kartajaya, Iwan Setiawan Hoboken, New Jersey Wiley [2024] 1 Online-Ressource (vii, 247 Seiten) txt rdacontent c rdamedia cr rdacarrier Cover -- Title Page -- Copyright Page -- Contents -- Part I Introduction to Marketing 6.0 -- CHAPTER 1 Welcoming the Era of Marketing 6.0: From Multi to Omni to Meta -- The Rise of Immersive Marketing 6.0 -- Metamarketing as the Next Stage of Omnichannel Marketing -- The Building Blocks of Marketing 6.0 -- Summary: From Multi to Omni to Meta -- CHAPTER 2 The Emergence of Phygital Natives: Young Generation Z and Generation Alpha Coming of Age -- Embracing Phygital Natives -- Phygital Natives Getting Older Younger -- Characteristics of Phygital Natives Part II The Marketing 6.0 Enabler and Environment -- CHAPTER 5 Understanding the Tech Enablers: Five Fundamental Technologies Powering Up Metamarketing -- Internet of Things for Data Capture -- Artificial Intelligence for Data Processing -- Spatial Computing for Experience Modeling -- Augmented Reality and Virtual Reality for the Interface -- Blockchain for the Infrastructure -- Summary: Five Fundamental Technologies Powering Up Metamarketing -- CHAPTER 6 Building Extended Realities: The Immersive Experience in Real Life -- Reinventing the Third Place -- Designing Immersive Third Places CHAPTER 9 Spatial Marketing: Delivering Natural Human-Machine Interactions -- Defining Spatial Marketing -- Implementing Spatial Marketing -- Summary: Delivering Natural Human-Machine Interactions -- CHAPTER 10 Metaverse Marketing: Experimenting with the Next-Generation Engagement -- Understanding Customer Motivations in the Metaverse -- Designing How to Participate in the Metaverse -- Select the Most Suitable Implementation Avenue -- Summary: Experimenting with the Next-Generation Engagement -- Acknowledgments -- About the Authors -- Index -- EULA Young Generation Z and Generation Alpha Coming of Age -- CHAPTER 3 The Inevitability of Immersive Marketing: Five Micro-Trends Leading to Metamarketing -- Short-Form Video Content -- Community-Based Social Media -- Interactive E-Commerce -- Language-Based AI -- Immersive Wearable Devices -- Summary: Five Micro-Trends Leading to Metamarketing -- CHAPTER 4 The Future of Customer Experience: Fusing Physical and Digital for Complete Immersion -- The Future Is Immersive -- The Future Is Also Hybrid -- No One-Size-Fits-All Strategy -- Summary: Fusing Physical and Digital for Complete Immersion Immersion (DE-588)10309365-5 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Virtuelle Realität (DE-588)4399931-1 gnd rswk-swf Marketing (DE-588)4037589-4 s Immersion (DE-588)10309365-5 b Virtuelle Realität (DE-588)4399931-1 s DE-604 Kartajaya, Hermawan 1947- Verfasser (DE-588)141482044 aut Setiawan, Iwan Verfasser (DE-588)142142204 aut Erscheint auch als Online-Ausgabe, PDF 978-1-119-83538-7 Erscheint auch als Druck-Ausgabe, Cloth 978-1-119-83521-9 |
| spellingShingle | Kotler, Philip 1931- Kartajaya, Hermawan 1947- Setiawan, Iwan Marketing 6.0 the future is immersive Cover -- Title Page -- Copyright Page -- Contents -- Part I Introduction to Marketing 6.0 -- CHAPTER 1 Welcoming the Era of Marketing 6.0: From Multi to Omni to Meta -- The Rise of Immersive Marketing 6.0 -- Metamarketing as the Next Stage of Omnichannel Marketing -- The Building Blocks of Marketing 6.0 -- Summary: From Multi to Omni to Meta -- CHAPTER 2 The Emergence of Phygital Natives: Young Generation Z and Generation Alpha Coming of Age -- Embracing Phygital Natives -- Phygital Natives Getting Older Younger -- Characteristics of Phygital Natives Part II The Marketing 6.0 Enabler and Environment -- CHAPTER 5 Understanding the Tech Enablers: Five Fundamental Technologies Powering Up Metamarketing -- Internet of Things for Data Capture -- Artificial Intelligence for Data Processing -- Spatial Computing for Experience Modeling -- Augmented Reality and Virtual Reality for the Interface -- Blockchain for the Infrastructure -- Summary: Five Fundamental Technologies Powering Up Metamarketing -- CHAPTER 6 Building Extended Realities: The Immersive Experience in Real Life -- Reinventing the Third Place -- Designing Immersive Third Places CHAPTER 9 Spatial Marketing: Delivering Natural Human-Machine Interactions -- Defining Spatial Marketing -- Implementing Spatial Marketing -- Summary: Delivering Natural Human-Machine Interactions -- CHAPTER 10 Metaverse Marketing: Experimenting with the Next-Generation Engagement -- Understanding Customer Motivations in the Metaverse -- Designing How to Participate in the Metaverse -- Select the Most Suitable Implementation Avenue -- Summary: Experimenting with the Next-Generation Engagement -- Acknowledgments -- About the Authors -- Index -- EULA Immersion (DE-588)10309365-5 gnd Marketing (DE-588)4037589-4 gnd Virtuelle Realität (DE-588)4399931-1 gnd |
| subject_GND | (DE-588)10309365-5 (DE-588)4037589-4 (DE-588)4399931-1 |
| title | Marketing 6.0 the future is immersive |
| title_auth | Marketing 6.0 the future is immersive |
| title_exact_search | Marketing 6.0 the future is immersive |
| title_exact_search_txtP | Marketing 6.0 the future is immersive |
| title_full | Marketing 6.0 the future is immersive Philip Kotler, Hermawan Kartajaya, Iwan Setiawan |
| title_fullStr | Marketing 6.0 the future is immersive Philip Kotler, Hermawan Kartajaya, Iwan Setiawan |
| title_full_unstemmed | Marketing 6.0 the future is immersive Philip Kotler, Hermawan Kartajaya, Iwan Setiawan |
| title_short | Marketing 6.0 |
| title_sort | marketing 6 0 the future is immersive |
| title_sub | the future is immersive |
| topic | Immersion (DE-588)10309365-5 gnd Marketing (DE-588)4037589-4 gnd Virtuelle Realität (DE-588)4399931-1 gnd |
| topic_facet | Immersion Marketing Virtuelle Realität |
| work_keys_str_mv | AT kotlerphilip marketing60thefutureisimmersive AT kartajayahermawan marketing60thefutureisimmersive AT setiawaniwan marketing60thefutureisimmersive |