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Marketing 3.0: From Products to Customers to the Human Spirit Hardcover – May 3, 2010
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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.
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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'
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. I make many purchase decisions based on objective review data like that of Consumer Reports. Many of my friends are in the same category. I am even more so when I make business purchase decisions. I do not see how emotional marketing can affect my procurement process. I am willing to believe emotional marketing can affect some consumers. Emotion is a tricky thing. I want to stay away from it in the marketing of my business. The book has a chapter called Marketing the Values to the Employees. I thought employees are required to understand and accept the values of their employer. If they do not, they should seek other employment in a free society. A company's values should be very simple and straightforward. I do not see how a marketing campaign is involved in this. I am wondering if any of the authors have successfully and efficiently marketed a product by following this book.
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.
Most Recent Customer Reviews
I'll recomend this book to every entrepreneur and to anyone in the...Read more
It should be read if you got the time and change too - according to my professor