Noor, Nurhafihz (2024) Book Review of "Marketing 6.0: The Future is Immersive" by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan. John Wiley & Sons, 2023. ISBN:9781119835219. Journal of General Management. (In Press)

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Abstract

This review is based on the book ‘Marketing 6.0: The Future is Immersive’ by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan (Kotler et al., 2024). This book represents the fourth publication in their popular Marketing X.0 series which began with Marketing 3.0 (Kotler et al., 2010) followed by Marketing 4.0 (Kotler et al., 2017) and Marketing 5.0 (Kotler et al., 2021). The authors of this book series are renowned experts in their respective academic and industry fields, namely, the S.C. Johnson & Son Distinguished Professor (Emeritus) of International Marketing at Northwestern University’s Kellogg School of Management Philip Kotler, the founder and chairman of M Corp Hermawan Kartajaya and the Chief Executive Officer of Marketeers Iwan Setiawan.

Item ID:	84356
Item Type:	Article (Book Review)
ISSN:	1759-6106
Keywords:	marketing, book review
Copyright Information:	AAM may be made open access without an embargo in any Repository. Reuse is restricted to non-commercial and no derivative uses.
Date Deposited:	06 Jan 2025 23:39
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350605 Marketing management (incl. strategy and customer relations) @ 100%
SEO Codes:	15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150303 Marketing @ 100%
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