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Marketing 3.0: From Products to Customers to the Human Spirit

ISBN: 978-0-470-59882-5
208 pages
May 2010
Marketing 3.0: From Products to Customers to the Human Spirit (0470598824) cover image


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.

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Table of Contents



About the Authors.

PART I: Trends.

Chapter One: Welcome to Marketing 3.0.

Chapter Two: Future Model for Marketing 3.0.

PART II: Strategy.

Chapter Three: Marketing the Mission to the Consumers.

Chapter Four: Marketing the Values to the Employees.

Chapter Five: Marketing the Values to the Channel Partners.

Chapter Six: Marketing the Vision to the Shareholders.

PART III: Application.

Chapter Seven: Delivering Socio-Cultural Transformation.

Chapter Eight: Creating Emerging Market Entrepreneurs.

Chapter Nine: Striving for Environmental Sustainability.

Chapter Ten: Putting It All Together.


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Author Information

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at North-western University's Kellogg School of Management, and once of the world's leading authorities on marketing. His wiriting has defined marketing around the world for the past forty years. The recipient of numerous awards and honorary degrees from schools all over the world, he holds an MA from the University of Chicago and a PhD from MIT, both in economics. Kotler has an incredible international presence—his books have been translated into approximately twenty-five languages, and he regularly speaks on the international circuit.

Hermawan Kartajaya is the founder and CEO of MarkPlus, Inc. and is one of the "50 Gurus Who Have Shaped the Future of Marketing" according to the Chartered Institute of Marketing, United Kingdom.

Iwan Setiawan is a senior consultant at MarkPlus, Inc. where he consults for clients on marketing strategies.

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Press Release

April 22, 2010
MARKETING 3.0: From Products to Customers to the Human Spirit

Why are most marketers stuck in the past?

Now that almost every organization claims to be customer-oriented, the strategy is no longer sufficient. We are witnessing the rise of Marketing 3.0 or "the human-centric era."  Instead of people being treated as consumers, they are treated as human beings who are active, anxious, and creative. 

In this new book, MARKETING 3.0: From Products to Customers to the Human Spirit (Wiley; 9780470598825; $24.95), Philip Kotler and his coauthors explain that customers are no longer isolated but are connected. They are no longer unaware but are informed. They are no longer passive but are active. They want to play a role in value creation. They want to communicate with others about their satisfaction or dissatisfaction with product and service brands. 

Over the years, marketing has mutated through three stages. Many of today's marketers still practice marketing 1.0, some practice marketing 2.0, and a few are moving into marketing 3.0.  The greatest opportunities will come to marketers practicing 3.0.

  • Marketing 1.0, or "the product-centric era" was that stage where companies appealed to the mind of customers by providing rational arguments why the customer should buy their product.
  • Marketing 2.0, "the customer-centric era" was the new stage where companies tried to connect emotionally with the customers so that their preference would be based on a mind and heart connection with the company.
  • MARKETING 3.0 is the latest stage where companies are seeking to connect with the customers' spirit in this age where customers want the company to assume more social responsibility for the issues that concern all of us (environment, poverty, disease, drugs...)

MARKETING 3.0 addresses the importance of recognizing the human condition in marketing any product or service. Companies such as S.C. Johnson and Timberland, are creating products, services, and company cultures that lead, inspire, and reflect the values of their customers. In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values.

MARKETING 3.0 will help readers get to the next level of marketing.

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Marketing 3.0: From Products to Customers to the Human Spirit (US $24.95)

-and- Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy, Revised and Updated (US $19.95)

Total List Price: US $44.90
Discounted Price: US $33.67 (Save: US $11.23)

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