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Marketing 6.0: O futuro é imersivo: Eliminando as fronteiras entre os mundos físico e digital
“Kotler, Kartajaya e Setiawan trazem esclarecimentos sobre uma das eras de marketing mais complexas e desafiadoras de todos os tempos, além de mostrar como os profissionais de marketing podem prosperar em tempos de tecnologia transformadora e mudanças sem precedentes.” – Kevin Lane Keller, professor de Marketing da Tuck School of Business
O Marketing 6.0 rompeu os limites do convencional ao nos introduzir no fascinante mundo do metamarketing.
Praticado por meio de várias tecnologias de ponta como inteligência artificial e realidade aumentada, esse modelo proporciona uma experiência mais interativa e imersiva para o cliente, tanto no espaço físico quanto no digital.
Neste livro, Kotler, Kartajaya e Setiawan mostram maneiras de integrar essa nova abordagem com as mudanças drásticas de comportamento que vêm sendo observadas no consumidor e explicam o que se deve fazer para que uma empresa continue relevante nesse contexto.
Por meio de casos reais de companhias como Coca-Cola, Nike, Apple e Amazon, você vai
• Os pilares do metamarketing
• Como superar os obstáculos em potencial e evitar os erros mais comuns neste ambiente ultradinâmico
• Quais as tecnologias que as gerações Z e Alfa mais usam no dia a dia
• Como explorar o metaverso e a realidade aumentada
O Marketing 6.0 rompeu os limites do convencional ao nos introduzir no fascinante mundo do metamarketing.
Praticado por meio de várias tecnologias de ponta como inteligência artificial e realidade aumentada, esse modelo proporciona uma experiência mais interativa e imersiva para o cliente, tanto no espaço físico quanto no digital.
Neste livro, Kotler, Kartajaya e Setiawan mostram maneiras de integrar essa nova abordagem com as mudanças drásticas de comportamento que vêm sendo observadas no consumidor e explicam o que se deve fazer para que uma empresa continue relevante nesse contexto.
Por meio de casos reais de companhias como Coca-Cola, Nike, Apple e Amazon, você vai
• Os pilares do metamarketing
• Como superar os obstáculos em potencial e evitar os erros mais comuns neste ambiente ultradinâmico
• Quais as tecnologias que as gerações Z e Alfa mais usam no dia a dia
• Como explorar o metaverso e a realidade aumentada
- GenresBusinessNonfiction
255 pages, Kindle Edition
Published February 5, 2025
136 people are currently reading
353 people want to read
About the author
Philip Kotler
746 books1,334 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 - 23 of 23 reviews
July 20, 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
February 18, 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.
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 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.
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 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.
May 30, 2025
3.5 sao, nma vẫn rcm mn đọc ạ!
Cuốn sách trang bị cho các marketer những kiến thức cần thiết cho thời đại tiếp thị siêu kênh:
- Metamarketing: Là một loạt các chiến lược và chiến thuật cho phép các bên cung cấp trải nghiệm nhập vai trên các phương tiện truyền thông thực tế lẫn kỹ thuật số. Bao gồm 3 phân lớp:
+ NỀN TẢNG: Bao gồm các yếu tố hỗ trợ công nghệ pha trộn trải nghiệm vật lý (thực tế) và kỹ thuật số.
+ MÔI TRƯỜNG: Thực tế mở rộng đề cập đến các không gian vật lý được tăng cường kỹ thuật số. Các Metaverses là thế giới ảo mang đến những trải nghiệm gần giống với cuộc sống thực.
+ TRẢI NGHIỆM: Đặc trưng bởi sự tương tác đa giác quan (liên quan đến tất cả năm giác quan), trải nghiệm không gian kỹ thuật số (3D) và tiếp thị trong các metaverses (thế giới ảo)
Từng nội dung được trình bày chi tiết đi kèm nhiều ví dụ thực tiến, nên tổng thể khá dễ đọc, dễ hiểu.
Tính ra cũng được 4sao á, nma đọc bản dịch tiếng Việt cấn nhiều quá, như kiểu dịch word by word thui, đọc nhiều chỗ dài dòng, ngôn từ không tự nhiên :v
Cuốn sách trang bị cho các marketer những kiến thức cần thiết cho thời đại tiếp thị siêu kênh:
- Metamarketing: Là một loạt các chiến lược và chiến thuật cho phép các bên cung cấp trải nghiệm nhập vai trên các phương tiện truyền thông thực tế lẫn kỹ thuật số. Bao gồm 3 phân lớp:
+ NỀN TẢNG: Bao gồm các yếu tố hỗ trợ công nghệ pha trộn trải nghiệm vật lý (thực tế) và kỹ thuật số.
+ MÔI TRƯỜNG: Thực tế mở rộng đề cập đến các không gian vật lý được tăng cường kỹ thuật số. Các Metaverses là thế giới ảo mang đến những trải nghiệm gần giống với cuộc sống thực.
+ TRẢI NGHIỆM: Đặc trưng bởi sự tương tác đa giác quan (liên quan đến tất cả năm giác quan), trải nghiệm không gian kỹ thuật số (3D) và tiếp thị trong các metaverses (thế giới ảo)
Từng nội dung được trình bày chi tiết đi kèm nhiều ví dụ thực tiến, nên tổng thể khá dễ đọc, dễ hiểu.
Tính ra cũng được 4sao á, nma đọc bản dịch tiếng Việt cấn nhiều quá, như kiểu dịch word by word thui, đọc nhiều chỗ dài dòng, ngôn từ không tự nhiên :v
February 15, 2024
It's helpful if you are a retail store or if you're a brand like Nike that also wants to "own" products in the virtual world, like Roblox.
December 23, 2024
Viitorul îți sună imersiv
„Atunci când integrezi experiențele digitale în interacțiunile fizice, e esențial să pornești identificând provocările cu care se confruntă clienții și apoi să schițezi modul în care tehnologia poate să rezolve în mod eficient aceste probleme” Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, „Marketing 6.0 The future is Immersive”, Wiley, 2023
Fie că o sărbătorești în mai, cum anunță UNESCO sau pe 20 aprilie (cum reușise Reporters Sans Frontieres în anii '90), ziua libertății presei este momentul în care ai ocazia să înțelegi cum se schimbă poveștile lumii în care trăiești. Iar „Marketing 6.0 The future is Immersive” îți arată și cum intră în viitor domenii întregi ale interacțiunii economice. Philip Kotler, Hermawan Kartajaya și Iwan Setiawan îți vorbesc despre metamarketing și despre modurile în care integrezi platformele pe care le preferă generațiile Z și Alpha pentru clienții afacerii tale.
„Prin înțelegerea rolurilor pe care le joacă diferitele canale în calea spre achiziție, afacerile pot oferi mesaje și experiențe consistente pe aceste canale pentru a răspunde mai bine clienților.” Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, „Marketing 6.0 The future is Immersive”, Wiley, 2023
https://www.youtube.com/watch?v=thCzN...
„Atunci când integrezi experiențele digitale în interacțiunile fizice, e esențial să pornești identificând provocările cu care se confruntă clienții și apoi să schițezi modul în care tehnologia poate să rezolve în mod eficient aceste probleme” Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, „Marketing 6.0 The future is Immersive”, Wiley, 2023
Fie că o sărbătorești în mai, cum anunță UNESCO sau pe 20 aprilie (cum reușise Reporters Sans Frontieres în anii '90), ziua libertății presei este momentul în care ai ocazia să înțelegi cum se schimbă poveștile lumii în care trăiești. Iar „Marketing 6.0 The future is Immersive” îți arată și cum intră în viitor domenii întregi ale interacțiunii economice. Philip Kotler, Hermawan Kartajaya și Iwan Setiawan îți vorbesc despre metamarketing și despre modurile în care integrezi platformele pe care le preferă generațiile Z și Alpha pentru clienții afacerii tale.
„Prin înțelegerea rolurilor pe care le joacă diferitele canale în calea spre achiziție, afacerile pot oferi mesaje și experiențe consistente pe aceste canale pentru a răspunde mai bine clienților.” Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, „Marketing 6.0 The future is Immersive”, Wiley, 2023
https://www.youtube.com/watch?v=thCzN...
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