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

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CHAPTER TEN
Putting It All Together

10 CREDOS OF MARKETING 3.0

There are three stages in the development of a relationship between marketing and values. The first is when marketing and values are polarized. Many businesspeople believe that marketing does not require that you adopt a set of high-minded values. If you do, living up to the values will just impose extra costs and constraints. Subsequently, a second stage arises that we call balancing. Businesses then do marketing in the ordinary way, donating some of their profits to social causes. Then there is the third stage, that of integration. This is the ultimate stage. The company wants to live out a set of values, and these values give the company its personality and purpose. Any separation between marketing and values is not acceptable.
Once we look more deeply at marketing’s roots and more fully comprehend them, we discover 10 indisputable credos that integrate marketing and values. For each credo, we will mention some companies that have applied the credo in the way they do marketing. Some companies do it through their contributions to United Nations Millennium Development Goals (MDGs), the eight time-bound and measurable goals and targets agreed to by 189 world leaders in September 2000 at the United Nations Millennium Summit.1
The Millennium Development Goals are as follows.
1. Eradicate extreme poverty and hunger.
2. Achieve universal primary education.
3. Promote gender equality and empower women.
4. Reduce child mortality. ...

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