Marketing 3.0 : From Products to Customers to the Human Spirit

by Philip Kotler ( ); Hermawan Kartajaya (MarkPlus Strategy Consulting); Iwan Setiawan

• ISBN13: 9780470609668
• ISBN10: 0470609664
• Format: eBook
• Copyright: 2010-03-01
• Publisher: Wiley

Summary

Understand the next level of marketingThe 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.

Table of Contents

Foreword

Preface

About the Authors

Trends

Welcome to Marketing 3.0

Future Model for Marketing 3.0

Strategy

Marketing the Mission to the Consumers

Marketing the Values to the Employees

Marketing the Values to the Channel Partners

Marketing the Vision to the Shareholders

Application

Delivering Socio-Cultural Transformation

Creating Emerging Market Entrepreneurs

Striving for Environmental Sustainability

Putting It All Together

Index

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