Marketing 3.0: From Products to Customers to the Human Spirit [Hardcover]

Philip Kotler (Author), Hermawan Kartajaya (Author), Iwan Setiawan (Author)

Book Description

Publication Date: May 3, 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.

• 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.

Editorial Reviews

Review

'... he [Kotler] sees that a new era of marketing is evolving. Customers have grown more knowledgeable .' (B2B Marketing Magazine, October 2010).

From the Inside Flap

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.

See all Editorial Reviews

Product Details

• Hardcover: 208 pages
• Publisher: Wiley; 1 edition (May 3, 2010)
• Language: English
• ISBN-10: 0470598824
• ISBN-13: 978-0470598825
• Product Dimensions: 6.3 x 0.8 x 9 inches
• Shipping Weight: 13.6 ounces (View shipping rates and policies)
• Average Customer Review: 3.6 out of 5 stars  See all reviews (24 customer reviews)
• Amazon Best Sellers Rank: #50,971 in Books (See Top 100 in Books)

More About the Author

Philip Kotler is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management. He has been honored as one of the world's leading marketing thinkers. He received his M.A. degree in economics (1953) from the University of Chicago and his Ph.D. degree in economics (1956) from the Massachusetts Institute of Technology (M.I.T.), and has received honorary degrees from twelve foreign universities. He is the author of over 40 books and over one hundred articles. He has been a consultant to IBM, General Electric, Sony, AT&T, Bank of America, Merck, Motorola, Ford, and others. The Financial Times included him in its list of the top 10 business thinkers. They cited his Marketing Management as one of the 50 best business books of all times.

Most Helpful Customer Reviews

9 of 10 people found the following review helpful

5.0 out of 5 stars A great book May 16, 2010

By Marketeer

Format:Hardcover

This is not a workbook as the other reviews already pointed out but it's very inspiring. I'm a fan of Philip Kotler for many years and I think he has become wiser and wanted to share his 40-year experience to change the way marketing is perceived.

He explains the progression of marketing in a very simple way. My favorite part is his interpretation of marketing evolution for the past 60 years (check out chapter 2). No one could come up with something that comprehensive other than Mr. Marketing himself.

Before reading this book, I didn't know that Philip Kotler is a trend watcher. He observed the latest trends and turned them into valuable insights. A must have!

12 of 16 people found the following review helpful

1.0 out of 5 stars An Academic Dissertation, not a Marketing Innovation May 2, 2010

By Jack G Hardy

Format:Hardcover

I found this book to be more of a student's thesis draft than a "break through." Some 30 to 40 footnote references per chapter give it the tone of an assistant's words glued together rather than any original thinking. I certainly did not find a new phase of marketing.

13 of 18 people found the following review helpful

2.0 out of 5 stars The great Kotler disappoints this time August 5, 2010

By Mr. P. Cook

Format:Hardcover

Marketing 3.0 is by Philip Kotler et al,although it feels nothing like his great classic works and I'm wondering if it was written by 'et al' rather than the master himself.

The core of the book is that marketing 1.0 is considered to be the era of product centric marketing, 2.0 - consumer centric marketing and marketing 3.0 the era of values driven marketing. Philip Kotler needs no introduction, so I was a little surprised to find that these eras are presented as if they are discrete eras somewhat like the jurassic era and so on. Would Apple argue that marketing 1.0 dead i.e. features - benefits 'means to and end' marketing? I think not. And what about marketing 2.0? i.e. customer centricity / obsession? Is that now out of date.

Kotler has produced some fantastic books, but I'm disappointed to say that this is not one of them.

Peter Cook

Author 'Best Practice Creativity' and 'Sex, Leadership and Rock'n'Roll'