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Marketing 3.0: From Products to Customers to the Human Spirit, by Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
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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.
- Sales Rank: #140992 in Books
- Published on: 2010-05-03
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x .80" w x 6.30" l, .85 pounds
- Binding: Hardcover
- 208 pages
Review
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.
From the Back Cover
"Marketing has lost some of its sway in recent years. This provocative book tells how marketing can regain trust and influence inside and outside the organization."
—Leonard L. Berry, Distinguished Professor of Marketing, Texas A&M University, coauthor of Management Lessons from Mayo Clinic
"Philip Kotler is again leading the way in strategic marketing with timely insight into a transformational period. Marketing 3.0 makes a compelling case for the competitive benefits of tapping into the human spirit to engage consumers."
—Dennis Dunlap CEO, American Marketing Association
"Marketing 3.0 has important ideas for all senior managers. It clearly points the path to the values-driven human-centric firm. The innovative 'ten credos' integrate marketing and values and provide personality and purpose to companies that practice them."
—Stephen A. Greyser, Richard P. Chapman Professor of Business Administration, Emeritus, Harvard Business School
"For too long, marketers thought customer satisfaction was the goal of marketing activities. Marketing 3.0 makes the persuasive case that customer and societal welfare is the next frontier for companies. Consumers are demanding more from themselves and so should smart companies."
—Nirmalya Kumar, Professor of Marketing and Co-Director of the Aditya Birla India Centre at London Business School
Most helpful customer reviews
2 of 2 people found the following review helpful.
Marketing 3.0: Markets Driven by Values
By Derek Williams
Marketing 3.0 highlights the key turning point of how marketing will be engaged in the coming future. The power of marketing and business has always rested in the hands of the consumers and now this more apparent. The current generation is glued to technology and social media. They are connected to the world with just their finger tips and it is giving them a buying power that has not be seen for quite some time. Philip Kotler explains in Marketing 3.0 the importance of shifting from a product (1.0) and consumer (2.0) driven markets. The market is being driven by the value of the individual and the availability of their network in the world. Twenty years ago the traffic of information was slow and people were dependent on the companies and brands for their knowledge of products. With knowledge just a button away, the consumer is becoming smarter and demand more from the product they desire to purchase.
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.
0 of 0 people found the following review helpful.
References to Pop Culture
By Empathy
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 books. I had to force myself to keep reading to move forward in the book. However, I finally stopped reading because it was torturous. I will try to finish this book to see if anything grabs me, but at this time, I had to put the book down.
0 of 0 people found the following review helpful.
Kotler & colleagues score a hit
By Greg Zerovnik
In my opinion, Mssrs. Hardy and Cook completely miss the boat with their reviews of this outstanding book. The new values orientation Kotler and his colleagues discuss is, indeed, a breakthrough. No doubt many marketing professors and marketers are too myopic to see it. Their consumers (both students and customers) will leave them behind in ever increasing numbers as they find alternative sources for both educators and companies that recognize the way the world is changing. Milton Friedman was right for his time, but not for this time. Sustainability, environmental stewardship, and corporate social responsibility are not externalities anymore. They are the woof and warp of brand identity. Like Peter Drucker said, "Doing the right thing is more important than doing things right."
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