Marketing 3.0: From Products to Customers to the Human Spirit by Philip Kotler, Hermawan Kartajaya, Iwan Setiawan. ISBN: 9780470598825


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, famous for his “4 P’s of Marketing”, explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. He also forecasts the future of marketing, highlighting companies that are ahead of the curve, such as S. C. Johnson.

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 world of marketing.

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You can find this title at IESE’s Library catalog.