Philip Kotler & Hermawan Kartajaya 
Marketing 3.0 
From Products to Customers to the Human Spirit

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.

Tabella dei contenuti

Foreword.

Preface.

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.

Index.

Circa l’autore

PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University’s Kellogg School of Management, and one of the world’s leading authorities on marketing. His writing 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 Ph D 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 Mark Plus, 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 Mark Plus, Inc. where he consults for clients on marketing
strategies.