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Marketing 3.0: From Products to Customers to the Human Spirit

Book Description

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

  1. Title Page
  2. Copyright Page
  3. Dedication
  4. Foreword
  5. PREFACE
    1. NOTE ON THE ORIGIN OF THIS BOOK
  6. ABOUT THE AUTHORS
  7. PART I - TRENDS
    1. CHAPTER ONE - Welcome to Marketing 3.0
      1. WHY MARKETING 3.0?
      2. THE AGE OF PARTICIPATION AND COLLABORATIVE MARKETING
      3. THE AGE OF GLOBALIZATION PARADOX AND CULTURAL MARKETING
      4. THE AGE OF CREATIVE SOCIETY AND HUMAN SPIRIT MARKETING
      5. MARKETING 3.0: COLLABORATIVE, CULTURAL, AND SPIRITUAL
      6. NOTES
    2. CHAPTER TWO - Future Model for Marketing 3.0
      1. THE PAST 60 YEARS OF MARKETING: A BRIEF RETROSPECT
      2. THE FUTURE OF MARKETING: HORIZONTAL NOT VERTICAL
      3. SHIFT TO HUMAN SPIRIT: THE 3i MODEL
      4. SHIFT TO VALUES-DRIVEN MARKETING
      5. MARKETING 3.0: THE MEANING OF MARKETING AND THE MARKETING OF MEANING
      6. NOTES
  8. PART II - STRATEGY
    1. CHAPTER THREE - Marketing the Mission to the Consumers
      1. CONSUMERS ARE THE NEW BRAND OWNERS!
      2. GOOD MISSION DEFINED
      3. SUMMARY: PROMISE OF TRANSFORMATION, COMPELLING STORIES, AND CONSUMER INVOLVEMENT
      4. NOTES
    2. CHAPTER FOUR - Marketing the Values to the Employees
      1. VALUES UNDER FIRE
      2. VALUES DEFINED
      3. VALUES WILL DO YOU GOOD
      4. PRACTICE WHAT YOU PREACH
      5. SUMMARY: SHARED VALUES AND COMMON BEHAVIOR
      6. NOTES
    3. CHAPTER FIVE - Marketing the Values to the Channel Partners
      1. GROWTH MIGRATION AND COLLABORATION IMPERATIVE
      2. CHANNEL PARTNERS IN MARKETING 3.0
      3. SUMMARY: VALUES-DRIVEN CHANNEL PARTNERSHIP
      4. NOTES
    4. CHAPTER SIX - Marketing the Vision to the Shareholders
      1. SHORT-TERMISM HURTS THE ECONOMY
      2. LONG-TERM SHAREHOLDER VALUE = VISION OF SUSTAINABILITY
      3. SUSTAINABILITY AND SHAREHOLDER VALUE
      4. MARKETING VISIONARY STRATEGY
      5. SUMMARY: BUSINESS CASE FOR MARKETING 3.0
      6. NOTES
  9. PART III - APPLICATION
    1. CHAPTER SEVEN - Delivering Socio-Cultural Transformation
      1. MARKETING TO THE POST-GROWTH MARKET
      2. FROM PHILANTHROPY TO TRANSFORMATION
      3. THREE STEPS TO TRANSFORMATION
      4. SUMMARY: BUILDING TRANSFORMATION INTO YOUR COMPANY’S CHARACTER
      5. NOTES
    2. CHAPTER EIGHT - Creating Emerging Market Entrepreneurs
      1. FROM PYRAMID TO DIAMOND, FROM AID TO ENTREPRENEURSHIP
      2. THREE ENABLING FORCES AND FOUR REQUIREMENTS
      3. THE MEANING OF SOCIAL BUSINESS ENTERPRISE
      4. MARKETING FOR POVERTY ALLEVIATION
      5. SUMMARY: ALLEVIATING POVERTY BY ENCOURAGING ENTREPRENEURSHIP
      6. NOTES
    3. CHAPTER NINE - Striving for Environmental Sustainability
      1. THE THREE ACTORS IN SUSTAINING THE ENVIRONMENT
      2. THE COLLABORATION OF THE INNOVATOR, THE INVESTOR, AND THE PROPAGATOR
      3. TARGETING COMMUNITIES FOR GREEN MARKETING
      4. SUMMARY: GREEN INNOVATION FOR SUSTAINABILITY
      5. NOTES
    4. CHAPTER TEN - Putting It All Together
      1. 10 CREDOS OF MARKETING 3.0
      2. CREDO 1: LOVE YOUR CUSTOMERS, RESPECT YOUR COMPETITORS
      3. CREDO 2: BE SENSITIVE TO CHANGE, BE READY TO TRANSFORM
      4. CREDO 3: GUARD YOUR NAME, BE CLEAR ABOUT WHO YOU ARE
      5. CREDO 4: CUSTOMERS ARE DIVERSE; GO FIRST TO THOSE WHO CAN BENEFIT MOST FROM YOU
      6. CREDO 5: ALWAYS OFFER A GOOD PACKAGE AT A FAIR PRICE
      7. CREDO 6: ALWAYS MAKE YOURSELF AVAILABLE, SPREAD THE GOOD NEWS
      8. CREDO 7: GET YOUR CUSTOMERS, KEEP AND GROW THEM
      9. CREDO 8: WHATEVER YOUR BUSINESS, IT IS A SERVICE BUSINESS
      10. CREDO 9: ALWAYS REFINE YOUR BUSINESS PROCESS IN TERMS OF QUALITY, COST, AND DELIVERY
      11. CREDO 10: GATHER RELEVANT INFORMATION, BUT USE WISDOM IN MAKING YOUR FINAL DECISION
      12. MARKETING 3.0: IT’S TIME TO MAKE A CHANGE!
      13. NOTES
  10. INDEX