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.
Table of Contents
- Title Page
- Copyright Page
- 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
- 10 CREDOS OF MARKETING 3.0
- CREDO 1: LOVE YOUR CUSTOMERS, RESPECT YOUR COMPETITORS
- CREDO 2: BE SENSITIVE TO CHANGE, BE READY TO TRANSFORM
- CREDO 3: GUARD YOUR NAME, BE CLEAR ABOUT WHO YOU ARE
- CREDO 4: CUSTOMERS ARE DIVERSE; GO FIRST TO THOSE WHO CAN BENEFIT MOST FROM YOU
- CREDO 5: ALWAYS OFFER A GOOD PACKAGE AT A FAIR PRICE
- CREDO 6: ALWAYS MAKE YOURSELF AVAILABLE, SPREAD THE GOOD NEWS
- CREDO 7: GET YOUR CUSTOMERS, KEEP AND GROW THEM
- CREDO 8: WHATEVER YOUR BUSINESS, IT IS A SERVICE BUSINESS
- CREDO 9: ALWAYS REFINE YOUR BUSINESS PROCESS IN TERMS OF QUALITY, COST, AND DELIVERY
- CREDO 10: GATHER RELEVANT INFORMATION, BUT USE WISDOM IN MAKING YOUR FINAL DECISION
- MARKETING 3.0: IT’S TIME TO MAKE A CHANGE!
- Title: Marketing 3.0: From Products to Customers to the Human Spirit
- Release date: May 2010
- Publisher(s): Wiley
- ISBN: 9780470598825