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.
Never needed to read through it though my professor said it was a great material to read.
I appreciated that I could read the book extremely quick, but also comprehend precious information that totally changed my perspective.Published 11 months ago by Dana
While the message and content are sound and delivered well, it is hard to find an original idea or a page that is not a direct quote from another source. Read morePublished 17 months ago by dege0022
Very very nice book, Easy and fast to read! Well written and professional!
It perfectly explains the awesome "revolution" of marketing 3.0
Great book for mainstream marketeers who have trouble grasping consumers and business moving towards incorporating values for a better planet and better quality of life for people... Read morePublished 19 months ago by Marleen Janssen Groesbeek
This books shows you that whatever you make, make sure that the users love the product, and they will do the marketing for you! Read morePublished 19 months ago by Dutch Andre in the US
I like the references to pop culture, so that generated interest, but this is a "textbook" that I wouldn't have picked to read if I was at a bookstore browsing through... Read morePublished 20 months ago by Butterfly
A complex topic clearly articulated in an easy to read and understand language. It should be required reading for managers at all levels.Published 22 months ago by F. Giordano