It sounds like you're referring to by Philip Kotler (along with Hermawan Kartajaya and Iwan Setiawan). As of my latest knowledge, the official series runs from Marketing 3.0 (Human-Centric) to Marketing 5.0 (Technology for Humanity). Marketing 6.0 has not yet been formally published.
When a customer can "feel" a product before buying it in the metaverse, the return rate drops to near zero. The physical sampling barrier is destroyed. kotler marketing 6.0
"Marketing 6.0: The Future Is Immersive," a 2023 book by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan, introduces "metamarketing" to bridge physical and digital worlds for Gen Z and Alpha consumers. It outlines a new "6 P's" framework and strategies for immersive engagement via VR, AR, and the metaverse. For detailed information, including a chapter excerpt, visit Wiley . Marketing 6.0: The Future Is Immersive - Amazon.com It sounds like you're referring to by Philip
The book argues that as digital and physical worlds blur, brands must move beyond mere transactions to create deep, multisensory engagement across all touchpoints. Key Themes & Frameworks The Rise of Metamarketing When a customer can "feel" a product before