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: 3.7 out of 5 stars  See all reviews (25 customer reviews)
• Amazon Best Sellers Rank: #97,935 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'

2 of 2 people found the following review helpful

1.0 out of 5 stars Wake me up; fell asleep reading this book September 25, 2011

By Engineboy

Format:Hardcover

Key word: Boring. This book is trying to catch up and take stock of what's happening in the world of Marketing but really it is hopelessly falling behind. Kotler may have been at the cutting edge of Marketing a long time ago; this book certainly isn't. The most interesting aspect is how it turns a fascinating subject - society and marketing evolution - into a lame text book that frankly shouldn't have been printed. Looks like a revenue grab to me: Catchy title, big name author, a couple of matrix charts, etc. Don't buy, so many better books on the same subject.

6 of 8 people found the following review helpful

4.0 out of 5 stars A redefinition of marketing May 25, 2010

By Waizly

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.

1 of 1 people found the following review helpful

4.0 out of 5 stars Marketing 3.0: Markets Driven by Values December 5, 2012

By Derek Williams

Format:Hardcover|Amazon 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.... The goal is for companies to influence everyone involved in the marketing process to recognize that the value of what they offer is higher than the other.

The implications of determining what the consumer believes to be valuable and desires lies in the fact that there will be a need for change. In order to survive this new shift from Marketing 2.0 to 3.0, a company will need to adapt and transform. Kotler determines that we are living in a health conscience, environmentally friendly world that demands more for what they purchase. They do not want to purchase an product that has a "green" image to it, they want the company to be striving for excellence in being an activist in the environment and making changes with all that they do. Therefore, the understanding of what it means for Marketing 3.0 and applying it to a company is no longer "what do we believe the consumer needs" but approaching them at equal level and determining "what do we believe the consumer values."

I found this book to be incredibly insightful towards the approaching age and everything that is happening today. It can be said that the book itself is noticing a trend and setting one. While Kotler may not have intentionally wanted to display it as such, as a book it targets the key value of people being important and not the products or needs. The Ten Credos that are found in the final chapter give a glimpse of what Kotler is trying to say for the entirety of the book. Boiling it all down to a simple phrase: the goal of the company is to fix their eyes on what the consumer is saying because they will determine whether a product succeeds.

Some of the book I found to be tedious, such as the chapters in the second part of the book "Strategy." While he shaped the message differently to apply to different audiences (consumers, employees, channels, and shareholders) the main idea was imparting the values and core beliefs of the company to these individuals to influence their understanding about the company itself. Since the world is determining what they want and what is good for them, they want to match these internal beliefs with something that reaches out and speaks to them. For instance, if I am a health-conscious shopper and money is not an issue, I would shop at Whole Foods rather than Wal-Mart, regardless of the prices. But if I were looking for a great value and being able to get more for what I spend, I would choose Wal-Mart. Kotler describes the goal as associating these core values with everyone who is involved with the marketing and business cycle of the company itself. Employees are the biggest customer of their workplace because they hold the position of where they work at in the highest light. Therefore, it is important to get them on your side.

Regardless of how I felt during the book, I found the message that Philip Kotler wanted to impart very important and very applicable to every part of life. While it is geared towards the understanding of how to market to this generation, it does offer hidden pieces of knowledge to put outside of business. For the consumer, it empowers me with the knowledge that I have a say in what I want to buy and I will no longer settle for what companies offer. This is true among people as well; we will no longer settle for what is around us but will desire more. We will desire nothing but the very best and though our values may be different, the end result will be the same. Change will happen and it will spread like a wild-fire. That is why I believe it is important to read this book and really dig deep into what it offers. It is more than just a piece of literature; it is a glimpse into what the future holds for us as consumers and businesses. Read more ›

1 of 1 people found the following review helpful

3.0 out of 5 stars From Products to Customers to Human Spirit, Marketing 3.0 February 2, 2011

By Marley9711

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. Read more ›