Book review: Marketing 6.0: the future is immersive

Immersive Futures: Co-Creating Consumer Experiences in the Age of Marketing 6.0

Key finding of the study

Co-creation and immersive technologies are essential for engaging hyper-connected consumers, redefining traditional marketing boundaries and fostering meaningful, value-driven brand relationships

Authors

M.S.H. Rathnasiri, Department of Marketing Management, Sabaragamuwa University of Sri Lanka, Belihuloya, Sri Lanka

N.J. Dewasiri, Department of Accountancy & Finance, Sabaragamuwa University of Sri Lanka, Belihuloya, Sri Lanka

Summary

“Marketing 6.0: The Future Is Immersive” by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan presents a compelling examination of marketing’s evolution in the digital era. Drawing from Kotler’s influential work in the field, the book introduces the concept of marketing 6.0, underscoring the significance of crafting immersive consumer experiences. An essential theme highlighted in the book is the diminishing effectiveness of traditional marketing models in today’s hyper-connected world. The authors argue that with the proliferation of social media, mobile technology and virtual reality, consumers are inundated with information, prompting the need for marketers to engage them on a deeper and more immersive level.

Published in

Rajagiri Management Journal

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