A book review on new age strategies for transition to phygital world of Marketing

Abstract

Today, the world is moving towards a more digital and virtual reality. Smart phones, wearables, smart glasses have become a norm and basic necessity (Jorge, Asensio and Trimmel 2019). Gen Z and Gen Alpha, by default rely on WiFi and smart phones for day-to-day topics; being online and available is the trend today. To top up; the advent of AI, IoT as well as advanced sensing technologies have opened new doors for marketing. With technology playing such a big role in life of the common man, the book Marketing 5.0 rightly points out the key aspects that cannot be overlooked for a company or brand to be successful in the market. The book draws parallels with the statement by Tom March which appropriately mentions that WWW in today's context stands for” Whatever Wherever Whenever” highlighting on demand 24x7 requirements of today's generation (March 2020).