Book Review of "Marketing 6.0: The Future is Immersive" by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan. John Wiley & Sons, 2023. ISBN:9781119835219

Noor, Nurhafihz

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.

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Journal of General Management

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1759-6106

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Sage

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