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Marketing 3.0: From Products to Customers to the Human Spirit Hardcover – May 3, 2010
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From the Inside Flap
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.
Top Customer Reviews
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!
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.
Author 'Best Practice Creativity' and 'Sex, Leadership and Rock'n'Roll'
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.Read more ›
When you make 'bad' products those days, you have a problem, people will find out soon!
Must read for people who are working for a company making not so great products, and they will understand where the issue is.
I loved to read it.
Many concepts discussed by this book are either abstract or not highly relevant to marketing. Let me give two examples to make this point. It talks about the shift to human spirit and emotional marketing of Marketing 3.0. As a consumer, I do not want to get emotional in shopping. I am a longtime subscriber to Consumer Reports.Read more ›
Most Recent Customer Reviews
I loved the clear writing, the practical recomendations and all real business life examples.
I'll recomend this book to every entrepreneur and to anyone in the marketing... Read more
You want get any actionable insight immediately from this book but it's a great book to lay things out and better understand Marketing in today's worldPublished 12 months ago by wantoun
Required Text for a college class.
It should be read if you got the time and change too - according to my professor
I appreciated that I could read the book extremely quick, but also comprehend precious information that totally changed my perspective.Published on May 21, 2014 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 on November 9, 2013 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