Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Vazirani, Kiran; Jaiwant, Sunanda Vincent Title A name given to the resource Mimicking technology in creating and optimising marketing value, customer experience, retention and loyalty Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Marketing 5.0: The Role of Human-Mimicking Technology;pp.203-219 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1108/978-1-83797-815-120251015" target="_blank" rel="noreferrer noopener">https://doi.org/10.1108/978-1-83797-815-120251015</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105001536671?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105001536671?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Vazirani K., CHRIST (Deemed to be University), India; Jaiwant S.V., CHRIST (Deemed to be University), India Description An account of the resource Marketing has evolved from 1.0 to 5.0, which emphasises the utilisation of technologies that mimic human behaviour to generate, convey, distribute and improve value throughout the customer experience. The primary technologies employed in Marketing 5.0 include Artificial Intelligence (AI), Natural Language Processing (NLP), mixed reality (MR, which encompasses augmented reality [AR] and virtual reality [VR]), Sensors and Robotics, Internet of Things (IoT) and blockchain. In today's technologically learnt marketplace, these technologies support firms to imitate the human interaction with customers. Technology plays a crucial role in enhancing marketing results and aids in various aspects. This chapter delves into the conceptual grasp of integrating technology into the realm of marketing, a concept coined by Philip Kotler as 'Marketing 5.0'. Additionally, it incorporates an in-depth review of the existing literature on the diverse tools and strategies employed by various organisations to navigate the ever-evolving and fiercely competitive marketplace. Furthermore, this section will be expanded to include real-world cases of both successes and failures, with thorough explanations, pertaining to the human-centric technological approaches embraced by firms. This chapter also includes a proposed model to understand the impact of usage of such technologies by marketers on the prospective customers and consumers. The outcomes of the research carry both theoretical implications for academicians and the managerial implications for marketers to incorporate mimicking technology for customer experience, loyalty and retention. 2025 Kiran Vazirani and Sunanda Vincent Jaiwant. All rights reserved. Subject The topic of the resource Customer experience; Customer loyalty; Customer retention; Marketing 5.0; Marketing value; Mimicking technology Publisher An entity responsible for making the resource available Emerald Group Publishing Ltd. Relation A related resource ISBN: 978-183797815-1; 978-183797816-8; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online