Marketing 3.0: From Products to Customers to the Human Spirit
Understand the next level of marketingThe 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,
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A great book,
This is not a workbook as the other reviews already pointed out but it’s very inspiring. I’m a fan of Philip Kotler for many years and I think he has become wiser and wanted to share his 40-year experience to change the way marketing is perceived.
He explains the progression of marketing in a very simple way. My favorite part is his interpretation of marketing evolution for the past 60 years (check out chapter 2). No one could come up with something that comprehensive other than Mr. Marketing himself.
Before reading this book, I didn’t know that Philip Kotler is a trend watcher. He observed the latest trends and turned them into valuable insights. A must have!
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|An Academic Dissertation, not a Marketing Innovation,
I found this book to be more of a student’s thesis draft than a “break through.” Some 30 to 40 footnote references per chapter give it the tone of an assistant’s words glued together rather than any original thinking. I certainly did not find a new phase of marketing.
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|The great Kotler disappoints this time,
Marketing 3.0 is by Philip Kotler et al,although it feels nothing like his great classic works and I’m wondering if it was written by ‘et al’ rather than the master himself.
The core of the book is that marketing 1.0 is considered to be the era of product centric marketing, 2.0 – consumer centric marketing and marketing 3.0 the era of values driven marketing. Philip Kotler needs no introduction, so I was a little surprised to find that these eras are presented as if they are discrete eras somewhat like the jurassic era and so on. Would Apple argue that marketing 1.0 dead i.e. features – benefits ‘means to and end’ marketing? I think not. And what about marketing 2.0? i.e. customer centricity / obsession? Is that now out of date.
Kotler has produced some fantastic books, but I’m disappointed to say that this is not one of them.
Peter Cook
Author ‘Best Practice Creativity’ and ‘Sex, Leadership and Rock’n'Roll’
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