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.
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.
Table of Contents
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.
188 pages, Hardcover