Marketing 3.0: From Products to Customers to the Human Spirit / Edition 1

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Today's customers are choosing products and companies that satisfydeeper needs for creativity, community, and idealism. Leadingcompanies realize they must reach these highly aware,technology-enabled customers, and that the old rules of marketingwon't help them do this. Instead, they must create products,services, and corporate cultures that inspire, include, and reflecttheir customers' values.

Legandary marketing sage Philip Kotler and his colleaguesHermawan Kartajaya and Iwan Setiawan have identified thisdefinitive break with earlier models as Marketing 3.0.Moving beyond product-based (Marketing 1.0) andconsumer-based (Marketing 2.0) approaches. Marketing3.0 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 andgives you real-world examples so you can implement Marketing3.0 practices at your organization. Customers have realizedthat their purchasing power has a global impact, and they areacting accordingly and talking to each other about the choices theymake. Marketing 3.0 explains how you can engage thisconversation, position your brand as a positive force in the world,and collaborate successfuly with customer-advocates.

Marketing 3.0 also goes beyong "messaging" customers toencompass how a company defines and embodies its values for avariety of stakeholders. It explores how brands have an impact onissues such as poverty. socio-cultural change, and environmentalsustainability. It also looks at how values-driven marketingaffects employees, channel partners, and shareholders.

Customers are more aware, more active, and more powerful thanever before. Marketing 3.0 shows you how to demonstrate yourelevance to this interconnected, global community, giving you anunmatched guide to winning in this new age of marketing.

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Product Details

  • ISBN-13: 9780470598825
  • Publisher: Wiley
  • Publication date: 5/3/2010
  • Edition number: 1
  • Pages: 208
  • Sales rank: 482,220
  • Product dimensions: 6.26 (w) x 8.94 (h) x 0.80 (d)

Meet the Author

Philip Kotler is the S.C. Johnson & Son DistinguishedProfessor of International Marketing at North-western University'sKellogg School of Management, and once of the world's leadingauthorities on marketing. His wiriting has defined marketing aroundthe world for the past forty years. The recipient of numerousawards and honorary degrees from schools all over the world, heholds an MA from the University of Chicago and a PhD from MIT, bothin economics. Kotler has an incredible internationalpresence—his books have been translated into approximatelytwenty-five languages, and he regularly speaks on the internationalcircuit.

Hermawan Kartajaya is the founder and CEO of MarkPlus,Inc. and is one of the "50 Gurus Who Have Shaped the Future ofMarketing" 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.

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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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