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Marketing 6.0
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 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.
245 pages, Kindle Edition
First published January 1, 2023
About the author
Philip Kotler
786 books1,356 followersProfessor Kotler's book, Marketing Management, is the world's most widely used graduate level textbook in marketing. His other textbooks include Principles of Marketing and management: An Introduction and they are also widely used around the world.
Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes.
Kotler has worked for many large companies in the areas of marketing strategy, planning and organization, and international marketing.
He presents seminars in major international cities and countries around the world on the latest marketing developments to companies and other organizations.
"He is the father of Marketing Management".
(Wikipedia)
Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes.
Kotler has worked for many large companies in the areas of marketing strategy, planning and organization, and international marketing.
He presents seminars in major international cities and countries around the world on the latest marketing developments to companies and other organizations.
"He is the father of Marketing Management".
(Wikipedia)
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Displaying 1 - 30 of 34 reviews
August 6, 2026
وسط خوندن این کتاب بودم که جنگ چهل روزه شروع شد. دیدم خنده‌داره که وقتی حتی اینترنت نداریم، کتابی درباره متاورس بخونم. بعد از چند ماه برگشتم به خوندنش و هنوزم فکر می‌کنم محتوای کتاب یه قرن جلوتر از وضیت فعلی ایرانه. اگه صد سال دیگه هنوز اینترنت بود و برندها در ایران اونقدر توسعه پیدا کرده بودن که بتونیم متاورس رو تجربه کنیم، بیشتر درباره‌ی این کتاب خواهم نوشت.
June 30, 2025
Sinto que este livro tinha tanto potencial para se tornar uma referência interessante para profissionais de marketing e ficou muito aquém das minhas expectativas. Muito repetitivo, sempre a bater na tecla do metaverso, sem dar grande ênfase ao propósito de estar no metaverso. Calma, se calhar não é preciso que todas as marcas se foquem no metaverso. Acho que o livro teria sido bastante mais interessante se tivesse feito uma reflexão genuína de como as marcas podem apoiar-se cada vez mais em tecnologias avançadas para potenciar uma melhor experiência do consumidor. Para além disso, este livro só tem casos de estudo de B2C, o que o torna altamente limitado no seu escopo de atuação. Por outro lado, achei efetivamente preocupante que um livro que fale sobre tendências de marketing reduza a sustentabilidade a umas míseras linhas, ao invés continuando a incitar ao consumo desenfreado, sem quaisquer limitações. Incluir a sustentabilidade no discurso, demonstrar como as marcas podem tornar-se ativas defensoras de valores mais elevados, a incentivar o “play the long game” e não a superficialidade e o imediatismo do digital é que seria de valor. Achei este livro uma reflexão totalmente inadequada para os tempos que vivemos, ainda que o metaverso possa ser um mecanismo de marketing interessante.
May 30, 2025
El marketing es conocido como ciencia y otros más le llamamos: arte. Yo creo que tiene un poco de los dos, porque como ciencia existe un proceso estructurado que se debe respetar y como arte sólo limita el alcance de nuestra creatividad.
November 5, 2024
This series of marketing x.0 are shallow and do not provide deep insights
January 20, 2026
Philip Kotler, along with Hermawan Kartajaya and Iwan Setiawan, builds on the foundations of marketing while introducing the idea of meta marketing. This concept goes beyond traditional and digital marketing by combining physical and digital experiences into one immersive journey for customers. The authors explain that marketing today is no longer just about selling products, but about creating meaningful, interactive experiences that connect with people on a deeper level.
One of the strongest parts of the book is how it focuses on Generation Z and Generation Alpha, and the technologies they use every day. The authors explain how tools like extended reality, metaverses, and immersive digital spaces are becoming important for brands that want to stay relevant. At the same time, the book makes it clear that human interaction still matters, which is why multichannel and omnichannel marketing remain essential.
The book also highlights the importance of sustainability and social responsibility. Marketing, according to the authors, should not only drive business success but also help address global challenges and make a positive difference in the world.
While some concepts may feel technical for beginners, the ideas are clearly explained and supported with real-world thinking. Marketing 6.0 is best suited for marketers, business students, and professionals who want to understand how technology, customer behaviour, and ethics are shaping the future of marketing.
Overall, this is a thoughtful and insightful read that shows how marketing is evolving into something more immersive, human, and impactful.
One of the strongest parts of the book is how it focuses on Generation Z and Generation Alpha, and the technologies they use every day. The authors explain how tools like extended reality, metaverses, and immersive digital spaces are becoming important for brands that want to stay relevant. At the same time, the book makes it clear that human interaction still matters, which is why multichannel and omnichannel marketing remain essential.
The book also highlights the importance of sustainability and social responsibility. Marketing, according to the authors, should not only drive business success but also help address global challenges and make a positive difference in the world.
While some concepts may feel technical for beginners, the ideas are clearly explained and supported with real-world thinking. Marketing 6.0 is best suited for marketers, business students, and professionals who want to understand how technology, customer behaviour, and ethics are shaping the future of marketing.
Overall, this is a thoughtful and insightful read that shows how marketing is evolving into something more immersive, human, and impactful.
February 16, 2024
A decent, if academic introduction to the various forms of immersive marketing available to companies seeking to be on the cutting edge of appealing to Gen Z and Gen Alpha (they’re who’s next, by the way.)
The new buzzword to describe these new generations who have never been without mobile devices is ‘phygital’ - a Gen who seamlessly merges IRL and online convenience. Living and marketing in the meta-verse is also hot stuff.
The authors give many good examples of exciting ideas from big companies with big budgets already making a lot of things happen. How this can trickle down to smaller marketing departments remains to be seen, but we can dream I suppose.
The new buzzword to describe these new generations who have never been without mobile devices is ‘phygital’ - a Gen who seamlessly merges IRL and online convenience. Living and marketing in the meta-verse is also hot stuff.
The authors give many good examples of exciting ideas from big companies with big budgets already making a lot of things happen. How this can trickle down to smaller marketing departments remains to be seen, but we can dream I suppose.
November 29, 2024
(The English review is placed beneath the Russian one)
Единственное что в этой книге стоящее, это красивая обложка. Что же касается содержания, то это чрезвычайно поверхностный обзор современных компьютерных технологий и как эти технологии используются крупнейшими мировыми гигантами типа Amazon, Coca-Cola, Tesla и пр.
Во-первых, такое чувство, что чем дальше идёт серия «Маркетинг .0», тем меньше она имеет отношение непосредственно к маркетингу. Либо можно сказать чуточку по-иному: чем дальше, тем меньше в книге стоящего содержания. Книга всё больше и больше начинает походить на поверхностную статью уже даже не в профильном журнале типа HBR или Fortune, а BuzzFeed. Даже если человек совсем ничего не знает про сегодняшние тенденции в мире компьютерных технологий, эта книга слишком плохо объясняет произошедшие изменения, а главное, насколько они актуальны для большинства маркетологов.
Во-вторых, автор, похоже, сам не слишком хорошо знает рассматриваемый им предмет. К примеру, он пишет о такой технологической новинке, которая уже давно появилась на рынке, как очки виртуальной реальности. Дело в том, что эта технология всё ещё не является широко распространённой. Вот возьмём самую очевидную отрасль, где очки виртуальной реальности используются – компьютерные игры. Мы увидим, что игр с использованием VR очень и очень мало. Только я говорю не про вообще все игры, которые были выпущены, а те, которые являются популярными. И вот таких игр очень и очень мало. Самое главное то, что сами компьютерные игровые студии воспринимают данную технологию как очень сырую, не подходящую для массового пользователя. Поэтому использование VR очень и очень ограниченное. Это означает, что каждый кейс нужно рассматривать отдельно и с большой вероятностью, ни среднему бизнесу, ни малому, ни даже крупному, VR технология пока не требуется, точнее не является жизненно важной. Конечно, нужно помнить о её существовании, как и о любой другой технологии, в том смысле, что необходимо думать, как новую технологию можно использовать в бизнесе, но нужно так же и помнить, что все технологические новинки должны быть оправданы, а не приобретены сугубо по воле моды. Тут можно перейти к третьему пункту.
В-третьих, автор ни разу не говорит об эффективности современных технологий, т.е. что имплементация технологических новинок принесла реальную прибыль, а не обычный хайп. Да, иногда новость о том, что некая компания внедрила технологическую новинку может иметь PR эффект и позиционировать данную компанию как продвинутую, современную, но эффект от такой PR активности может быть нулевым. Так что вопрос актуальности имплементации никуда не девается, но автор ничего об этом не пишет. Получается, что автор предлагает маркетологам принимать технологическую новинку только потому, что это технологическая новинка, что очень похоже на следовании моде, т.е. следовании чужим, а не собственным желаниям и потребностям (нуждам). У меня есть сомнения что малому и среднему бизнесу большая часть технологических новинок так уж и необходима.
В-четвёртых, автор предлагает примеры исключительно крупных компаний с их огромными бюджетами такими как Amazon и Coca-Cola, где не понятно что стало причиной роста продаж – другие мероприятие по продвижению или использование технологических новинок. Примеры с малым бизнесом в книге отсутствуют, что косвенно подтверждает мою версию, что многие технологические новинки просто не нужны большинству компаний. Я не отрицаю важности технологических новинок, но я считаю, что книга не даёт ответа на вопрос, как большинство компаний может на практике и с выгодой для себя воспользоваться всеми теми новинками, о которых пишет автор (VR, AI, IoT и пр.)
В общем, итог таков, что всю ту информацию, что можно найти в этой книге, можно так же найти на YouTube и в интернете как таковом, включая Википедию. Поэтому и смысла в этой книге нет никакого (о том, как применяют современные технологии такие компании как Amazon, так же можно узнать на бесплатных интернет ресурсах).
The only thing worthwhile in this book is the beautiful cover. As for the content, it is a superficial overview of modern computer technologies and how these technologies are used by the world's biggest giants like Amazon, Coca-Cola, Tesla, and so on.
First, it feels like the further along the “Marketing .0” series goes, the less it has to do directly with marketing. Or, to put it a little differently, the further you go, the less worthwhile content the book has. The book starts to look more and more like a superficial article, not even in a specialized magazine like HBR or Fortune, but BuzzFeed. Even if one knows nothing at all about today's trends in the world of computer technology, this book does a poor job of explaining the changes that have occurred, and, more importantly, how relevant they are to most marketers.
Secondly, the author does not seem to know the subject he is considering very well. For example, he writes about such a technological novelty, which has been on the market for a long time, as virtual reality headsets. The fact is that this technology is still not widespread. Here let's take the most obvious industry where virtual reality is used - computer games. We will see that there are very few games using VR. I am not talking about all the games that have been released but those that are popular. And there are very few of these games. The most important thing is that computer game studios themselves perceive this technology as very raw, and not suitable for the mass user. Therefore, the use of VR is very, very limited. This means that each case needs to be considered individually. In all likelihood, neither medium-sized businesses, nor small businesses, nor even large businesses, need VR technology yet, or rather it is not vital. Of course, it is necessary to remember its existence, as well as any other technology, in the sense that it is necessary to think about how new technology can be used in business, but it is also necessary to remember that all technological innovations should be justified, and not acquired purely by fashion. Here we can move on to the third point.
Thirdly, the author never once talks about the effectiveness of modern technologies, i.e., that the implementation of technological innovations has brought real profit, not the usual hype. Yes, sometimes the news that a certain company has implemented a technological innovation can have a PR effect and position this company as advanced and modern, but the effect of such PR activity can be zero. So, the issue of the relevance of implementation goes nowhere, but the author does not write anything about it. It turns out that the author suggests that marketers accept a technological novelty only because it is a technological novelty, which is very similar to following fashion, i.e., following someone else's rather than their own wants and needs. I have doubts that small and medium-sized businesses need most of the technological innovations.
Fourth, the author offers examples of only large companies with huge budgets, such as Amazon and Coca-Cola, where it is not clear what caused the growth in sales - other promotional activities or the use of technological innovations. There are no examples of small businesses in the book, which indirectly confirms my belief that many technological innovations are simply not needed by most companies. I do not deny the importance of technological innovations, but I believe that the book does not answer the question of how most companies can practically and profitably use all those innovations that the author writes about (VR, AI, IoT, etc.).
In general, the bottom line is that all the information that can be found in this book can also be found on YouTube and on the Internet itself, including Wikipedia. Therefore, there is no point in this book (you can also learn about how companies like Amazon use modern technologies on free Internet resources).
Единственное что в этой книге стоящее, это красивая обложка. Что же касается содержания, то это чрезвычайно поверхностный обзор современных компьютерных технологий и как эти технологии используются крупнейшими мировыми гигантами типа Amazon, Coca-Cola, Tesla и пр.
Во-первых, такое чувство, что чем дальше идёт серия «Маркетинг .0», тем меньше она имеет отношение непосредственно к маркетингу. Либо можно сказать чуточку по-иному: чем дальше, тем меньше в книге стоящего содержания. Книга всё больше и больше начинает походить на поверхностную статью уже даже не в профильном журнале типа HBR или Fortune, а BuzzFeed. Даже если человек совсем ничего не знает про сегодняшние тенденции в мире компьютерных технологий, эта книга слишком плохо объясняет произошедшие изменения, а главное, насколько они актуальны для большинства маркетологов.
Во-вторых, автор, похоже, сам не слишком хорошо знает рассматриваемый им предмет. К примеру, он пишет о такой технологической новинке, которая уже давно появилась на рынке, как очки виртуальной реальности. Дело в том, что эта технология всё ещё не является широко распространённой. Вот возьмём самую очевидную отрасль, где очки виртуальной реальности используются – компьютерные игры. Мы увидим, что игр с использованием VR очень и очень мало. Только я говорю не про вообще все игры, которые были выпущены, а те, которые являются популярными. И вот таких игр очень и очень мало. Самое главное то, что сами компьютерные игровые студии воспринимают данную технологию как очень сырую, не подходящую для массового пользователя. Поэтому использование VR очень и очень ограниченное. Это означает, что каждый кейс нужно рассматривать отдельно и с большой вероятностью, ни среднему бизнесу, ни малому, ни даже крупному, VR технология пока не требуется, точнее не является жизненно важной. Конечно, нужно помнить о её существовании, как и о любой другой технологии, в том смысле, что необходимо думать, как новую технологию можно использовать в бизнесе, но нужно так же и помнить, что все технологические новинки должны быть оправданы, а не приобретены сугубо по воле моды. Тут можно перейти к третьему пункту.
В-третьих, автор ни разу не говорит об эффективности современных технологий, т.е. что имплементация технологических новинок принесла реальную прибыль, а не обычный хайп. Да, иногда новость о том, что некая компания внедрила технологическую новинку может иметь PR эффект и позиционировать данную компанию как продвинутую, современную, но эффект от такой PR активности может быть нулевым. Так что вопрос актуальности имплементации никуда не девается, но автор ничего об этом не пишет. Получается, что автор предлагает маркетологам принимать технологическую новинку только потому, что это технологическая новинка, что очень похоже на следовании моде, т.е. следовании чужим, а не собственным желаниям и потребностям (нуждам). У меня есть сомнения что малому и среднему бизнесу большая часть технологических новинок так уж и необходима.
В-четвёртых, автор предлагает примеры исключительно крупных компаний с их огромными бюджетами такими как Amazon и Coca-Cola, где не понятно что стало причиной роста продаж – другие мероприятие по продвижению или использование технологических новинок. Примеры с малым бизнесом в книге отсутствуют, что косвенно подтверждает мою версию, что многие технологические новинки просто не нужны большинству компаний. Я не отрицаю важности технологических новинок, но я считаю, что книга не даёт ответа на вопрос, как большинство компаний может на практике и с выгодой для себя воспользоваться всеми теми новинками, о которых пишет автор (VR, AI, IoT и пр.)
В общем, итог таков, что всю ту информацию, что можно найти в этой книге, можно так же найти на YouTube и в интернете как таковом, включая Википедию. Поэтому и смысла в этой книге нет никакого (о том, как применяют современные технологии такие компании как Amazon, так же можно узнать на бесплатных интернет ресурсах).
The only thing worthwhile in this book is the beautiful cover. As for the content, it is a superficial overview of modern computer technologies and how these technologies are used by the world's biggest giants like Amazon, Coca-Cola, Tesla, and so on.
First, it feels like the further along the “Marketing .0” series goes, the less it has to do directly with marketing. Or, to put it a little differently, the further you go, the less worthwhile content the book has. The book starts to look more and more like a superficial article, not even in a specialized magazine like HBR or Fortune, but BuzzFeed. Even if one knows nothing at all about today's trends in the world of computer technology, this book does a poor job of explaining the changes that have occurred, and, more importantly, how relevant they are to most marketers.
Secondly, the author does not seem to know the subject he is considering very well. For example, he writes about such a technological novelty, which has been on the market for a long time, as virtual reality headsets. The fact is that this technology is still not widespread. Here let's take the most obvious industry where virtual reality is used - computer games. We will see that there are very few games using VR. I am not talking about all the games that have been released but those that are popular. And there are very few of these games. The most important thing is that computer game studios themselves perceive this technology as very raw, and not suitable for the mass user. Therefore, the use of VR is very, very limited. This means that each case needs to be considered individually. In all likelihood, neither medium-sized businesses, nor small businesses, nor even large businesses, need VR technology yet, or rather it is not vital. Of course, it is necessary to remember its existence, as well as any other technology, in the sense that it is necessary to think about how new technology can be used in business, but it is also necessary to remember that all technological innovations should be justified, and not acquired purely by fashion. Here we can move on to the third point.
Thirdly, the author never once talks about the effectiveness of modern technologies, i.e., that the implementation of technological innovations has brought real profit, not the usual hype. Yes, sometimes the news that a certain company has implemented a technological innovation can have a PR effect and position this company as advanced and modern, but the effect of such PR activity can be zero. So, the issue of the relevance of implementation goes nowhere, but the author does not write anything about it. It turns out that the author suggests that marketers accept a technological novelty only because it is a technological novelty, which is very similar to following fashion, i.e., following someone else's rather than their own wants and needs. I have doubts that small and medium-sized businesses need most of the technological innovations.
Fourth, the author offers examples of only large companies with huge budgets, such as Amazon and Coca-Cola, where it is not clear what caused the growth in sales - other promotional activities or the use of technological innovations. There are no examples of small businesses in the book, which indirectly confirms my belief that many technological innovations are simply not needed by most companies. I do not deny the importance of technological innovations, but I believe that the book does not answer the question of how most companies can practically and profitably use all those innovations that the author writes about (VR, AI, IoT, etc.).
In general, the bottom line is that all the information that can be found in this book can also be found on YouTube and on the Internet itself, including Wikipedia. Therefore, there is no point in this book (you can also learn about how companies like Amazon use modern technologies on free Internet resources).
July 29, 2024
It’s a great update. Kotler and all emphasises the importance of tailoring your strategy towards the current (and future) meta of consumer behaviour.
Midway through, I realised I am probably not the intended reader of this book. He does his best at providing concise explanations of trends and technologies that enable today’s marketing. This will bore marketers who are digital natives like myself (as these examples could take up half a chapter), however, I could see how this is helpful for a layman.
I didn’t give a full rating because some of his conclusions seem extrapolative rather than studied (as there is no uncertainty in the writing style). Similarly, I felt that some concepts were a bit too fringe to be conceivable.
Though Kotler provided a lot of examples, it would be interesting to apply all frameworks in an all-encompassing case. This will give a methodical approach to leading organisational transformation.
Midway through, I realised I am probably not the intended reader of this book. He does his best at providing concise explanations of trends and technologies that enable today’s marketing. This will bore marketers who are digital natives like myself (as these examples could take up half a chapter), however, I could see how this is helpful for a layman.
I didn’t give a full rating because some of his conclusions seem extrapolative rather than studied (as there is no uncertainty in the writing style). Similarly, I felt that some concepts were a bit too fringe to be conceivable.
Though Kotler provided a lot of examples, it would be interesting to apply all frameworks in an all-encompassing case. This will give a methodical approach to leading organisational transformation.
July 25, 2024
Title: Marketing 6.0: The Future Is Immersive
Author: Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
Publisher: Wiley
ISBN: 9781119835219
Total pages: p. 256
Published: 2023
Read and Review: 2024
"Marketing 6.0" offers a comprehensive look at the evolving landscape of marketing, particularly
focusing on the younger, tech-savvy generations, Generation Z and Generation Alpha. The book
emphasizes the importance of integrating physical and digital experiences to create immersive and
interactive customer engagements. With a shift from traditional marketing to a more holistic, crossfunctional approach, it highlights the need for marketers to adapt to changing customer expectations and global challenges by embracing new technologies and sustainability themes.
The book's discussion on the importance of understanding generational differences is particularly
insightful. It explains how Generation Z and Generation Alpha, being digital natives, demand
authenticity, diversity, equity, and inclusion (DEI) in marketing efforts. They also have a strong
preference for customizable experiences and value seamless transitions between online and offline
worlds. This nuanced understanding of their behaviors and values is helpful for marketers aiming to
effectively position their brands and foster long-term loyalty.
Furthermore, "Marketing 6.0" delves into the five key components of marketing in a digital world and
meta: content, social media, e-commerce, artificial intelligence (AI), and devices. Each component is
explored in depth, providing practical insights into how marketers can leverage these elements to
create more engaging and personalized customer experiences. The book also addresses the rise of
short-form video content, community-based social media platforms, and immersive wearable
devices, emphasizing their role in capturing the attention of younger audiences.
In the book metaverse is portrayed as a groundbreaking platform that merges the digital and physical
realms to create immersive, interactive experiences. The book emphasizes that the metaverse is not
just a virtual playground but a comprehensive ecosystem where marketers can engage with
Generation Z and Generation Alpha in meaningful ways. By leveraging virtual assets, avatars, and the
creator economy, brands can offer unique, personalized experiences that resonate deeply with these
digital natives. The metaverse's ability to facilitate real-time, interactive engagement makes it an ideal space for innovative marketing strategies, from experiential advertising and branded collectibles to seamless online-to-offline commerce. This new frontier challenges marketers to rethink traditional approaches and embrace a more integrated, immersive, and dynamic form of customer interaction.
Overall, the book is a valuable resource for marketing professionals looking to stay ahead of the curve.
It offers a strategic framework for blending high-tech and high-touch interactions, utilizing cuttingedge technologies such as IoT, AI, AR, and VR. By focusing on delivering exceptional customer experiences rather than merely selling products, "Marketing 6.0" provides actionable strategies for businesses to thrive in an increasingly digital and fast-paced market. This makes it an essential read for anyone looking to enhance their marketing acumen and adapt to the ever-evolving digital landscape, which is very important for marketers to understand.
Author: Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
Publisher: Wiley
ISBN: 9781119835219
Total pages: p. 256
Published: 2023
Read and Review: 2024
"Marketing 6.0" offers a comprehensive look at the evolving landscape of marketing, particularly
focusing on the younger, tech-savvy generations, Generation Z and Generation Alpha. The book
emphasizes the importance of integrating physical and digital experiences to create immersive and
interactive customer engagements. With a shift from traditional marketing to a more holistic, crossfunctional approach, it highlights the need for marketers to adapt to changing customer expectations and global challenges by embracing new technologies and sustainability themes.
The book's discussion on the importance of understanding generational differences is particularly
insightful. It explains how Generation Z and Generation Alpha, being digital natives, demand
authenticity, diversity, equity, and inclusion (DEI) in marketing efforts. They also have a strong
preference for customizable experiences and value seamless transitions between online and offline
worlds. This nuanced understanding of their behaviors and values is helpful for marketers aiming to
effectively position their brands and foster long-term loyalty.
Furthermore, "Marketing 6.0" delves into the five key components of marketing in a digital world and
meta: content, social media, e-commerce, artificial intelligence (AI), and devices. Each component is
explored in depth, providing practical insights into how marketers can leverage these elements to
create more engaging and personalized customer experiences. The book also addresses the rise of
short-form video content, community-based social media platforms, and immersive wearable
devices, emphasizing their role in capturing the attention of younger audiences.
In the book metaverse is portrayed as a groundbreaking platform that merges the digital and physical
realms to create immersive, interactive experiences. The book emphasizes that the metaverse is not
just a virtual playground but a comprehensive ecosystem where marketers can engage with
Generation Z and Generation Alpha in meaningful ways. By leveraging virtual assets, avatars, and the
creator economy, brands can offer unique, personalized experiences that resonate deeply with these
digital natives. The metaverse's ability to facilitate real-time, interactive engagement makes it an ideal space for innovative marketing strategies, from experiential advertising and branded collectibles to seamless online-to-offline commerce. This new frontier challenges marketers to rethink traditional approaches and embrace a more integrated, immersive, and dynamic form of customer interaction.
Overall, the book is a valuable resource for marketing professionals looking to stay ahead of the curve.
It offers a strategic framework for blending high-tech and high-touch interactions, utilizing cuttingedge technologies such as IoT, AI, AR, and VR. By focusing on delivering exceptional customer experiences rather than merely selling products, "Marketing 6.0" provides actionable strategies for businesses to thrive in an increasingly digital and fast-paced market. This makes it an essential read for anyone looking to enhance their marketing acumen and adapt to the ever-evolving digital landscape, which is very important for marketers to understand.
This entire review has been hidden because of spoilers.
February 5, 2026
Dalam beberapa tahun terakhir terjadi pergeseran besar dalam kemajuan teknologi menuju penciptaan interaksi yang lebih imersif antara pelanggan dan merek. Pergeseran ini didorong oleh munculnya generasi yang sejak kecil sudah akrab dengan teknologi digital, yaitu Generasi Z dan Generasi Alpha.
Selain itu, media sosial sering kali menentukan apa yang menjadi tren dan apa yang dianggap menarik. Karena produk cepat kehilangan popularitas, perusahaan memiliki waktu yang lebih singkat untuk menghasilkan pendapatan dari produk tersebut, sehingga mereka perlu sering meluncurkan produk baru. Hal ini tentu menjadi tantangan tersendiri. Sebab itulah penyediaan pengalaman pelanggan yang unik bisa memperpanjang siklus hidup produk.
Menjawab kebutuhan itu, buku ini hadir dengan membawa konsep Metamarketing. Jika multichannel hanya soal banyak saluran, dan omnichannel berusaha menyatukan saluran agar konsisten, maka Metamarketing melangkah lebih jauh: menggabungkan teknologi (AI, AR/VR, IoT), data, dan sentuhan manusia untuk menciptakan pengalaman utuh : online, offline, fisik, digital, bahkan emosional. Pengalaman multisensori ini adalah upaya untuk mengatasi kelelahan digital.
Buku ini memang konseptual tapi tetap praktis. Ada contoh kasus yang relevan dengan konteks global & Asia. Serta membantu kita berpikir strategis + humanis, bukan hanya teknis. Terlebih lagi, mengajak marketer mengubah mindset dari “menjual” ke menciptakan pengalaman
Buku ini Rekomen untuk : Pelaku bisnis & brand builder; Marketer & content strategi; UMKM hingga korporasi; dan Siapa pun yang ingin memahami arah masa depan pemasaran, bukan sekadar tren sesaat.
Selain itu, media sosial sering kali menentukan apa yang menjadi tren dan apa yang dianggap menarik. Karena produk cepat kehilangan popularitas, perusahaan memiliki waktu yang lebih singkat untuk menghasilkan pendapatan dari produk tersebut, sehingga mereka perlu sering meluncurkan produk baru. Hal ini tentu menjadi tantangan tersendiri. Sebab itulah penyediaan pengalaman pelanggan yang unik bisa memperpanjang siklus hidup produk.
Menjawab kebutuhan itu, buku ini hadir dengan membawa konsep Metamarketing. Jika multichannel hanya soal banyak saluran, dan omnichannel berusaha menyatukan saluran agar konsisten, maka Metamarketing melangkah lebih jauh: menggabungkan teknologi (AI, AR/VR, IoT), data, dan sentuhan manusia untuk menciptakan pengalaman utuh : online, offline, fisik, digital, bahkan emosional. Pengalaman multisensori ini adalah upaya untuk mengatasi kelelahan digital.
Buku ini memang konseptual tapi tetap praktis. Ada contoh kasus yang relevan dengan konteks global & Asia. Serta membantu kita berpikir strategis + humanis, bukan hanya teknis. Terlebih lagi, mengajak marketer mengubah mindset dari “menjual” ke menciptakan pengalaman
Buku ini Rekomen untuk : Pelaku bisnis & brand builder; Marketer & content strategi; UMKM hingga korporasi; dan Siapa pun yang ingin memahami arah masa depan pemasaran, bukan sekadar tren sesaat.
October 21, 2025
Leí este libro en octubre de 2025, y quedé totalmente decepcionado.
Philip Kotler es uno de los exponentes académicos más famosos y estudiados en carreras de Marketing, pero creo que era acertado (y contemporaneo) hasta Marketing 3.0 cuando realmente expuso teorías revolucionarias.
Es clave la fecha en la que la leí, y les voy a contar por qué. Philip habla del metaverso como si fuera algo muy novedoso y estuviera destinado a quedarse. Me sentí en 2022, cuando el Metaverso fue todo un tema y las marcas rápidamente se volcaron a hacer acciones, Facebook cambió su nombre y el auge de la realidad virtual fue un hito histórico. Pero eso rapidamente desapareció, revisé y el libro fue publicado en abril de 2024. Es un poco triste que con solo casi dos años de diferencia, este libro se sienta tan "desactualizado". El centro del libro se refiere al "Metamarketing", pero rapidamente cae en un vicio de intentar explicar en frecuentes ocasiones elementos de la generación Z, de la IA y del metaverso.
Hay algunas premisas que son interesantes y válidas, pero si trabajas en la industria del marketing o la publicidad, este libro no te aportará mucho. Para estudiantes de primer semestre puede que si, o para personas que no conocen nada de marketing puede ser de utilidad, pero teniendo en cuenta que hay cosas que ya no son válidas ni relevantes, como el metaverso. Una lástima, esperaba bastante de este libro.
Philip Kotler es uno de los exponentes académicos más famosos y estudiados en carreras de Marketing, pero creo que era acertado (y contemporaneo) hasta Marketing 3.0 cuando realmente expuso teorías revolucionarias.
Es clave la fecha en la que la leí, y les voy a contar por qué. Philip habla del metaverso como si fuera algo muy novedoso y estuviera destinado a quedarse. Me sentí en 2022, cuando el Metaverso fue todo un tema y las marcas rápidamente se volcaron a hacer acciones, Facebook cambió su nombre y el auge de la realidad virtual fue un hito histórico. Pero eso rapidamente desapareció, revisé y el libro fue publicado en abril de 2024. Es un poco triste que con solo casi dos años de diferencia, este libro se sienta tan "desactualizado". El centro del libro se refiere al "Metamarketing", pero rapidamente cae en un vicio de intentar explicar en frecuentes ocasiones elementos de la generación Z, de la IA y del metaverso.
Hay algunas premisas que son interesantes y válidas, pero si trabajas en la industria del marketing o la publicidad, este libro no te aportará mucho. Para estudiantes de primer semestre puede que si, o para personas que no conocen nada de marketing puede ser de utilidad, pero teniendo en cuenta que hay cosas que ya no son válidas ni relevantes, como el metaverso. Una lástima, esperaba bastante de este libro.
August 7, 2026
Neste livro, que já não é o mais recente do Kotler, o autor traz conceitos focados no "Marketing Imersivo", discutindo a integração entre o mundo físico e digital (que ele chama de phygital), o uso de Inteligência Artificial, o metaverso e como a tecnologia pode criar experiências mais humanas e fluídas.
Sendo bem sincero: o livro é básico e não traz grandes novidades para quem já vive o dia a dia da tecnologia e do marketing digital. Mas me impressiona o fato de que, 22 anos depois de ter começado a estudar marketing, eu ainda sigo comprando e lendo os lançamentos do Kotler. Isso, por si só, já é um mérito gigantesco do autor e mostra sua capacidade de se manter relevante ao longo das décadas.
Outro ponto importante é o seu valor no ambiente acadêmico. Como professor, considero os livros do Kotler extremamente úteis porque eles conseguem reunir, de maneira simples, clara e didática, o fundamental da teoria com o que há de mais novo nas transformações macroambientais. É um excelente recurso pedagógico para usar em sala de aula, garantindo que os alunos aprendam com rigor e embasamento teórico — sem precisar recorrer a artigos superficiais ou pontos de vista de "gurus" que se distanciaram do meio acadêmico há anos.
Não é uma leitura genial ou transformadora como outras obras de inovação, mas cumpre muito bem o seu papel. Vale a leitura para quem busca uma visão panorâmica e estruturada das próximas tendências do mercado!
Sendo bem sincero: o livro é básico e não traz grandes novidades para quem já vive o dia a dia da tecnologia e do marketing digital. Mas me impressiona o fato de que, 22 anos depois de ter começado a estudar marketing, eu ainda sigo comprando e lendo os lançamentos do Kotler. Isso, por si só, já é um mérito gigantesco do autor e mostra sua capacidade de se manter relevante ao longo das décadas.
Outro ponto importante é o seu valor no ambiente acadêmico. Como professor, considero os livros do Kotler extremamente úteis porque eles conseguem reunir, de maneira simples, clara e didática, o fundamental da teoria com o que há de mais novo nas transformações macroambientais. É um excelente recurso pedagógico para usar em sala de aula, garantindo que os alunos aprendam com rigor e embasamento teórico — sem precisar recorrer a artigos superficiais ou pontos de vista de "gurus" que se distanciaram do meio acadêmico há anos.
Não é uma leitura genial ou transformadora como outras obras de inovação, mas cumpre muito bem o seu papel. Vale a leitura para quem busca uma visão panorâmica e estruturada das próximas tendências do mercado!
August 22, 2025
Z Philipem Kotlerem ostatni raz miałam do czynienia na studiach, ale nie pamiętam, żebym przeczytała jego wcześniejsze książki w całości. Dlatego też kiedy dostałam propozycję egzemplarza recenzenckiego od Wydawnictwa MT Biznes, bardzo się ucieszyłam. Książka napisana jest dość przystępnym językiem, ma stosunkowo krótkie rozdziały, które są dobrze podsumowane. Zawiera też dużo ilustracji, które akurat mojej uwagi zbytnio nie zwróciły, ale to też dlatego, że nie muszę wszystkiego zapamiętać w stu procentach, czytałam bardziej jako ciekawostkę i dla przyjemności. Podobało mi się podzielenie treści na podrozdziały, które rozwijały dany tematy, ale dzięki wyraźnemu podziałowi czytelnik nie był przytłoczony treścią. Możemy tu odnaleźć nawiązania do poprzednich książek, co odbierałam pozytywnie. Również bardzo dużo odwołań do badań, zastosowań danych rozwiązań przez duże firmy w praktyce. To jednak, co mnie przytłaczało, to bardzo częste powtórzenia. Nie zliczę w ilu rozdziałach zostało wspomniane rozwiązanie Amazon Go, dzięki któremu klient nie musi tracić czasu dokonując transakcji. Wyglądało to dla mnie na brak dobrej redakcji poszczególnych części - odrębni autorzy pisali swoje rozdziały, nie zważając na treść innych autorów. Odbierało to przyjemność odbierania książki jako całości.
August 6, 2025
I know this series is the Bible for marketers, so the book is supposedly textbook-like at some points. The format is typical of pointing out a trend, giving some examples by name-dropping the big brands, and listing out the solution bullets. The general flow seems superficial, because the views are just pointed out with a trend-centric view instead of a market-driven logic: Too much of the What and unclear Why. Why did that trend appear in the 1st place? Why is it to stay and form the future of marketing?
December 28, 2024
Great ideas brought up but very little exploration into an idea of how and why they should be implemented in businesses. I thought it used a few examples that both were not effective as marketing campaigns and repeated several times in the different chapters.
It’s funny to think about Kotler having to learn about Minecraft and Fortnite to write about this book, wonder if he played them
It’s funny to think about Kotler having to learn about Minecraft and Fortnite to write about this book, wonder if he played them
July 5, 2025
I couldn’t read it all the way through, as I realized the book is not really for marketing professionals and digital natives. It may be more suitable for people with no experience and a bit older. I didn't find any research data and findings, it didn't provide much insights or strategies besides generic overview of different technologies and platforms. Big respect to Kotler anyways!
November 5, 2025
Türkçe çeviri versiyonunu okudum. EAE yayınlarına ait.
İçerik güncel, güzel açıklanmış. Ancak örnekler yetersiz. Daha çok örnek işletme ve markaya yer verilmeliydi ki konular pekişsin. Ayrıca teorik altyapı zayıf kalmış. Akademik kitaptan uzaklaşmak için bu tercih edilmiş olmalı.
Yine de ders kitabı olarak belirlenebilir cinsten.
Pazarlama ile temas eden herkes okumalı.
İçerik güncel, güzel açıklanmış. Ancak örnekler yetersiz. Daha çok örnek işletme ve markaya yer verilmeliydi ki konular pekişsin. Ayrıca teorik altyapı zayıf kalmış. Akademik kitaptan uzaklaşmak için bu tercih edilmiş olmalı.
Yine de ders kitabı olarak belirlenebilir cinsten.
Pazarlama ile temas eden herkes okumalı.
January 7, 2026
Bastante básico, como los demás libros de la serie. Funciona para entender un poco los comportamientos de las nuevas generaciones nativas digitales (Gen Z y Gen Alpha), así como las posibles tendencias futuras, relacionadas con metaversos, uso de IA, tecnología espacial, etc. Nada que no puedas encontrar en otros medios.
June 7, 2026
A great book and hands down a solid guide during my college years. For Marketing 6.0, I was actually pretty skeptical about the Metaverse chapter because what's happening in the Metaverse right now isn't as great as what was hyped up back in 2023/2024. Still a great book, I just feel like it's a bit ahead of its time to be implemented
April 14, 2025
Extremely enlightening. Like any book of technical knowledge, it certainly does not contain all the information on the subject, but it's still very complete and has clear examples which facilitates understanding and opens the doors to more accurate research on the subject.
August 13, 2026
Boomers' attempt to summarise digital marketing. No depth whatsoever, extremely vague explanations with plenty of factual mistakes. Lots of slang used in a way you blink and forget that you weren't reading wikipedia.
August 14, 2024
Interesting view of how metaverse is going to influence the next generation
December 16, 2024
เหมือนอ่านหนังสือเรียน แง้
January 22, 2025
Còn đoạn kết chưa đọc hết. Nhìn chung mình muốn đọc xem sách marketing có nội dung như thế nào thôi. Thiệt sự mình không hứng thú mấy.
February 15, 2025
Informative. Good summary of the textbook. Current examples used, which helps to apply the theory into practice. It has a focus on the metaverse.
March 8, 2025
lame just trying to graduate
March 14, 2025
I had to read this for school plssss...but it was actually interesting. All I can say is that the digital world is ruining our lives and AI is going to make everything even worse. Cheers.
January 3, 2026
It’s Philip Kotler, so I’m already all ears. However, I struggle hearing this much about the meta verse and I’m convinced the reader was Maxwell Smart.
February 19, 2026
Excelente libro para le gente que se está metiendo en el mundo del marketing. Te da nociones de hacia dónde ha girado y cómo puede implementarse en base a ejemplos que va presentando
March 12, 2026
Interesante, es una buena introducción al marketing actual lo que está sucediendo.
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