久々の洋書の書評となります。
現在何冊かの洋書を併読していますが、その中からフィリップ・コトラーの”Marketing 6.0”を紹介いたします。
マーケティング関係の洋書を読むのは久々ですが、本書はページ数も少なく内容も比較的平易なので快適に読み進めることができました。
マーケティング6.0は、これまでのマーケティングの進化の延長線上にある最新フェーズであり、特にデジタルネイティブであるZ世代やα世代への対応を中心に論じます。これらの世代は、デジタル技術とともに成長してきたことから、新たなアプローチが求められています。
具体的には、Z世代・α世代に対して「価値共創型のマーケティング」を提唱しています。特に、ARやVRを活用した没入型体験（immersive experiences）は、テクノロジーと感情の融合を目指すものとして強調しています。
【English】
Philip Kotler’s Marketing 6.0 continues his renowned evolution of marketing thought.
The book traces a major shift—from product-driven marketing (Marketing 1.0), to customer-oriented marketing (Marketing 2.0), and then to human-centric marketing (Marketing 3.0).
Marketing 4.0 highlights the transition to the digital era, emphasizing the use of social media and online platforms to connect with customers.
Marketing 5.0 builds on this by incorporating technologies such as AI and big data to improve efficiency and personalization.
Now, Marketing 6.0 shifts the focus from technology itself to how it resonates with younger generations—especially Gen Z and Gen Alpha. These digital natives value identity, purpose, and immersive experiences.
While Marketing 5.0 was about using technology for humanity, Marketing 6.0 is about using technology with humanity. Kotler emphasizes tools like augmented reality (AR), virtual reality (VR), and the metaverse to build meaningful, emotional, and regenerative brand relationships.
He also explores the future potential of decentralized metaverses. Although adoption has been slow due to challenges with security and user experience, Kotler suggests that Gen Alpha—raised in virtual environments—could drive a new wave of growth.
Kotler’s Marketing 1.0 through 6.0 represent a chronological evolution of concepts, but they are not mutually exclusive. Instead, they are complementary frameworks that can coexist. In other words, the emergence of a new “version” does not render the previous ones obsolete; rather, each version addresses different perspectives and challenges in marketing.
In summary, Marketing 6.0 is about belonging, co-creating, and standing for something. Brands must now connect deeply with emerging generations in both digital and emotional spaces.
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