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Marketing 3.0: From Products to Customers to the Human Spirit | [Philip Kotler, Hermawan Kartajaya, Iwan Setiawan]

Marketing 3.0: From Products to Customers to the Human Spirit

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.
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Publisher's Summary

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.

©2010 Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan (P)2012 Audible, Inc. (FEXA Titles)

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  •  
    V. Ivashchuk US 12-22-13
    V. Ivashchuk US 12-22-13

    Vlad

    HELPFUL VOTES
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    "Marketing 3.0 is about CSR"
    Would you recommend this audiobook to a friend? If so, why?

    Only to those who like Corporate Social Responsibility (CSR) and understand this topic. Sin industry marketers, do not bother to buy.


    Was there a moment in the book that particularly moved you?

    Marketing 1.0 is product-centered; marketing 2.0 is customer focused and 3.0 is basicaly CSR


    Any additional comments?

    Lower your expectations before reading this book - it is all about Corporate Social Responsibility (CSR) marketing. If CSR resonates well with you, this book is for you.

    1 of 1 people found this review helpful
  •  
    Pavel Ruse, Bulgaria 09-28-12
    Pavel Ruse, Bulgaria 09-28-12
    ratings
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    "Common sence of the 21st century"

    The book structures an already present perception that business is no longer (ONLY) the sterile domain of profit hunting and witty advertising. People care what you do with their money and what kind of organization they are supporting by buying a product.
    The book itself doesnt introduce mind-blowing ideas, rather than present the things that you already notice and feel in a way that helps you understand how changes in people`s perceptions influence (and will continue to influence) the biggest organizations on the planet.
    For me the structured thesis and its presentation was well worth the listen.

    0 of 0 people found this review helpful
  •  
    urvois esquibien, France 09-18-12
    urvois esquibien, France 09-18-12 Member Since 2010

    business books fan

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    "3.0 for interconnectivity and deeper meaning"

    i am a true fan of Philip Kotler, i discovered his book in Paris about 25 years ago, and never stop being a fan, this book is a blessing of what is coming, a sort of conciousness marketing mix, where brand, values , stakeholder and customer alike come together in a sort of spining wheel, a true must read for all the crazy of marketing like myself..

    0 of 0 people found this review helpful
  •  
    Thomas RIVERSIDE, CA, United States 02-09-13
    Thomas RIVERSIDE, CA, United States 02-09-13 Member Since 2012
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    "The Future of Marketing"

    This book talks about how the future of marketing has shifted from product development (marketing 1.0), to customer satisfaction (marketing 2.0), to the satisfaction of humanity as a whole (marketing 3.0).

    It is safe to say that this book is founded on truth. We can simply look at other organizations that are already using these principles, such as Tom's Shoes, Sevenly, and TheSharity.

    This is a great book for any social good, cause marketing type of organization as well as a prophetic warning/encouragement to already established organizations.

    0 of 1 people found this review helpful
  •  
    Gerardo Austin, TX, United States 12-08-12
    Gerardo Austin, TX, United States 12-08-12 Member Since 2011

    Businessman, Technologist, Marketer. Loves to learn and enjoys books. Mostly nonfiction plus historic novels.

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    "What a disappointment"

    I am (was?) a big fan of Philip Kotler. His book on marketing is like the textbook of what marketing is all about.

    With this book, it really feels like the authors were looking too hard at coming up with the next big idea. They wanted to be visionaries and wrote a book about an upcoming trend.

    It looks like they were wrong. No only are they far off, but the audiobook is terribly executed. The buzzword 'Marketing 3.0' is repeated so many times it becomes annoying after the first 5 minutes.

    Well, I guess there was a chance their prediction could have been accurate and this book would have been a home run. Unfortunately it did not work out for the authors.

    There are plenty other good marketing books. Don't get distracted, or worse, misguided, by this audiobooks definition of what is next in marketing

    0 of 1 people found this review helpful
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