Marketing 3.0 From Products to Customers to the Human Spirit

by Kotler, Philip; Kartajaya, Hermawan; Setiawan, Iwan

• ISBN13: 9780470598825
• ISBN10: 0470598824
• Edition: 1st
• Format: Hardcover
• Copyright: 2010-05-03
• Publisher: Wiley

Summary

The new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism.

In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers.

-Explains the future of marketing, along with why most marketers are stuck in the past

-Examines companies that are ahead of the curve, such as S. C. Johnson

-Kotler is one of the most highly recognized marketing gurus, famous for his "4 P's of Marketing"

In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.

"Marketing has lost some of its sway in recent years. This provocative book tells how marketing can regain trust and influence inside and outside the organization."-Leonard L. Berry, Distinguished Professor of Marketing, Texas A&M University, coauthor of Management Lessons from Mayo Clinic

"Philip Kotler is again leading the way in strategic marketing with timely insight into a transformational period. Marketing 3.0 makes a compelling case for the competitive benefits of tapping into the human spirit to engage consumers."-Dennis Dunlap CEO, American Marketing Association

"Marketing 3.0 has important ideas for all senior managers. It clearly points the path to the values-driven human-centric firm. The innovative 'ten credos' integrate marketing and values and provide personality and purpose to companies that practice them."-Stephen A. Greyser, Richard P. Chapman Professor of Business Administration, Emeritus, Harvard Business School

"For too long, marketers thought customer satisfaction was the goal of marketing activities. Marketing 3.0 makes the persuasive case that customer and societal welfare is the next frontier for companies. Consumers are demanding more from themselves and so should smart companies."-Nirmalya Kumar, Professor of Marketing and Co-Director of the Aditya Birla India Centre at London Business School

Author Biography

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at North-western University's Kellogg School of Management, and once of the world's leading authorities on marketing. His wiriting has defined marketing around the world for the past forty years. The recipient of numerous awards and honorary degrees from schools all over the world, he holds an MA from the University of Chicago and a PhD from MIT, both in economics. Kotler has an incredible international presence—his books have been translated into approximately twenty-five languages, and he regularly speaks on the international circuit.

Hermawan Kartajaya is the founder and CEO of MarkPlus, Inc. and is one of the "50 Gurus Who Have Shaped the Future of Marketing" according to the Chartered Institute of Marketing, United Kingdom.

Iwan Setiawan is a senior consultant at MarkPlus, Inc. where he consults for clients on marketing strategies.

Table of Contents

Foreword	p. ix
Preface	p. xi
About the Authors	p. xv
Trends
Welcome to Marketing 3.0	p. 3
Future Model for Marketing 3.0	p. 25
Strategy
Marketing the Mission to the Consumers	p. 51
Marketing the Values to the Employees	p. 69
Marketing the Values to the Channel Partners	p. 87
Marketing the Vision to the Shareholders	p. 101
Application
Delivering Socio-Cultural Transformation	p. 121
Creating Emerging Market Entrepreneurs	p. 137
Striving for Environmental Sustainability	p. 153
Putting It All Together	p. 169
Index	p. 181
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