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Marketing 3.0
From Products to Customers to the Human Spirit
Philip Kotler (Author), Hermawan Kartajaya (Author), Iwan Setiawan (Author)
9780470598825, Wiley
Hardback, published 25 May 2010
208 pages, Tables: 8 B&W, 0 Color; Exhibits: 17 B&W, 0 Color
23.1 x 16 x 2.5 cm, 0.386 kg
"... he [Kotler] sees that a new era of marketing is evolving. Customers have grown more knowledgeable." (B2B Marketing Magazine, October 2010)
Understand the next level of marketing 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. 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.
Foreword. Preface. About the Authors. PART I: Trends. Chapter One: Welcome to Marketing 3.0. Chapter Two: Future Model for Marketing 3.0. PART II: Strategy. Chapter Three: Marketing the Mission to the Consumers. Chapter Four: Marketing the Values to the Employees. Chapter Five: Marketing the Values to the Channel Partners. Chapter Six: Marketing the Vision to the Shareholders. PART III: Application. Chapter Seven: Delivering Socio-Cultural Transformation. Chapter Eight: Creating Emerging Market Entrepreneurs. Chapter Nine: Striving for Environmental Sustainability. Chapter Ten: Putting It All Together. Index.
Subject Areas: Business & management [KJ]
