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Marketing 3.0: From Products to Customers to the Human Spirit Hardcover – May 3, 2010


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Product Details

  • Hardcover: 208 pages
  • Publisher: Wiley; 1 edition (May 3, 2010)
  • Language: English
  • ISBN-10: 0470598824
  • ISBN-13: 978-0470598825
  • Product Dimensions: 9 x 6.3 x 0.8 inches
  • Shipping Weight: 13.6 ounces (View shipping rates and policies)
  • Average Customer Review: 3.8 out of 5 stars  See all reviews (33 customer reviews)
  • Amazon Best Sellers Rank: #58,331 in Books (See Top 100 in Books)

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.


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.

Customer Reviews

Very very nice book, Easy and fast to read!
agneange
I will try to finish this book to see if anything grabs me, but at this time, I had to put the book down.
Butterfly
I found this book to be more of a student's thesis draft than a "break through."
Jack G Hardy

Most Helpful Customer Reviews

10 of 11 people found the following review helpful By Marketeer on May 16, 2010
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!
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15 of 20 people found the following review helpful By Mr. P. Cook on August 5, 2010
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'
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2 of 2 people found the following review helpful By Derek Williams on December 5, 2012
Format: Hardcover Verified Purchase
Marketing 3.0 highlights the key turning point of how marketing will be engaged in the coming future. The power of marketing and business has always rested in the hands of the consumers and now this more apparent. The current generation is glued to technology and social media. They are connected to the world with just their finger tips and it is giving them a buying power that has not be seen for quite some time. Philip Kotler explains in Marketing 3.0 the importance of shifting from a product (1.0) and consumer (2.0) driven markets. The market is being driven by the value of the individual and the availability of their network in the world. Twenty years ago the traffic of information was slow and people were dependent on the companies and brands for their knowledge of products. With knowledge just a button away, the consumer is becoming smarter and demand more from the product they desire to purchase.

Kotler describes this trend in detail and explains the importance of distributing this strategy among the businesses and companies. His theory is that to build a human/value-driven market you have to instill the values and the mission of the company directly to those who see the brand, invest in the brand, and work for it. This dialogue between consumers, employees, and shareholders begins a process of delving into the understanding of imparting the life of the company to all of those who are involved. The very essence of this idea is that people do not buy what a company does, but why they do it. In the Information Age, people desire to know why something is being given rather than its effectiveness in order to ensure quality purchases. It can be seen in today's age with the recession causing the consumer to be shaken by the economic instability.
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6 of 8 people found the following review helpful By Waizly on May 25, 2010
Format: Hardcover
The values-based matrix found in this book is worth a Nobel prize. It's amazing to see how much marketing has moved, from product-centric (rational marketing - 1.0 era), to Customer-Centric (emotional marketing - 2.0 era) and then now to Human-Centric (Spiritual marketing - 3.0 era ). You'd be tempted to think that the authors are only good with jargon, but let's face it, what they're saying is really happening. Every marketing practitioner should read this as an eye opener.
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12 of 17 people found the following review helpful By Jack G Hardy on May 2, 2010
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.
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1 of 1 people found the following review helpful By Marley9711 on February 2, 2011
Format: Hardcover
From Products to Customers to Human Spirit, Marketing 3.0 is not a how to book for marketers like several other books by Philip Kotler. It lays out a detailed plan of new crucial roles that different parties, including the marketer, will have to play in the future. I feel this book could be used in a Business Ethics course to show solid ethics in what would be considered a desirable working world. I think that implementing this 3.0 concept can be done to a certain extent, but is a lot easier said than done. (Especially in the economic state that we are in and the importance of companies being profitable) This book gives a brief history of marketing eras throughout the past century and the key ideas within those eras and then focuses on the future of marketing, Marketing 3.0. This 3.0 concept includes marketers, companies, trade partner companies, company employees and consumers working together to help create long term solutions that will positively affect future generations globally. Marketing 3.0 puts more responsibility on companies to not only provide quality products, but to also address issues within society that will help build a better future. Examples given from the book are using products that save energy and natural resources and are safer for the environment. Also promoting healthier products and providing more nutritious choices at a reasonable price so a larger portion of the population can afford the higher quality goods. This all starts with pushing more education to all societies and help provide to some extent the resources to do so. Marketing 3.0 calls for marketers/companies to work hand in hand with consumers to make the world a better place. Marketing 3.0 is a great idea, but like any task will take all hands involved working towards the same goal, fighting through the trying times to reach that goal with times of only minimal success.
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