Marketing 3.0: From Products to Customers to the Human Spirit / Edition 1by Philip Kotler
Pub. Date: 05/03/2010
Today's customers are choosing products and companies that satisfy deeper needs for creativity, community, and idealism. Leading companies realize they must reach these highly aware, technology-enabled customers, and that the old rules of marketing won't help them do this. Instead, they must create products, services, and corporate cultures that inspire, include,… See more details below
Today's customers are choosing products and companies that satisfy deeper needs for creativity, community, and idealism. Leading companies realize they must reach these highly aware, technology-enabled customers, and that the old rules of marketing won't help them do this. Instead, they must create products, services, and corporate cultures that inspire, include, and reflect their customers' values.
Legandary marketing sage Philip Kotler and his colleagues Hermawan Kartajaya and Iwan Setiawan have identified this definitive break with earlier models as Marketing 3.0. Moving beyond product-based (Marketing 1.0) and consumer-based (Marketing 2.0) approaches. Marketing 3.0 takes a holistic approach to customers as multidimensional, values-driven people, even as potential collaborators.
Marketing 3.0 clearly lays out the authors' key ideas and gives you real-world examples so you can implement Marketing 3.0 practices at your organization. Customers have realized that their purchasing power has a global impact, and they are acting accordingly and talking to each other about the choices they make. Marketing 3.0 explains how you can engage this conversation, position your brand as a positive force in the world, and collaborate successfuly with customer-advocates.
Marketing 3.0 also goes beyong "messaging" customers to encompass how a company defines and embodies its values for a variety of stakeholders. It explores how brands have an impact on issues such as poverty. socio-cultural change, and environmental sustainability. It also looks at how values-driven marketing affects employees, channel partners, and shareholders.
Customers are more aware, more active, and more powerful than ever before. Marketing 3.0 shows you how to demonstrate you relevance to this interconnected, global community, giving you an unmatched guide to winning in this new age of marketing.
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Table of Contents
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.
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