Marketing 3.0: From Products To Customers To The Human Spirit (Hardcover)

Marketing 3.0: From Products To Customers To The Human Spirit Book Description

About the Book :

Over the years, marketing has mutated through three stages. Many of today's marketers still practice marketing 1.0, some practice marketing 2.0, and a few are moving into marketing 3.0. The greatest opportunities will come to marketers practicing 3.0.Marketing 1.0, or "the product-centric era" was that stage where companies appealed to the mind of customers by providing rational arguments why the customer should buy their product. Marketing 2.0, "the customer-centric era" was the new stage where companies tried to connect emotionally with the customers so that their preference would be based on a mind and heart connection with the company. Marketing 3.0 "the human-centric era", is the latest stage where companies are seeking to connect with the customers' spirit in this age where customers want the company to assume more social responsibility for the issues that concern all of us (environment, poverty, disease, drugs...) A company such as S. C. Johnson is connecting with all three customer touchpoints: mind, heart, and spirit.

Interesting Facts :

KOTLER IS ONE OF THE WORLD'S LEADING MARKETING GURUS: Famous for inventing "The 4 P's of Marketing", Kotler's textbooks are leaders in the field. His Wiley trade book "Marketing from A-Z" (2003) has sold 31,000 copies.EXPLAINS THE FUTURE OF MARKETING-AND WHY MOST MARKETERS ARE STUCK IN THE PAST: The new model for marketing treats customers not as mere consumers, but as complex, multi-dimensional human beings who are active, anxious, and creative. Marketing 3.0 addresses the complexity of the human spirit. The best companies right now, such as S.C. Johnson, are creating products, services, and company cultures that lead, inspire, and reflect the values of their customers.CUSTOMERS ARE MIGRATING TO COMPANIES AND PRODUCTS THAT SATISFY DEEPER NEEDS FOR PARTICIPATION, CREATIVITY, COMMUNITY, AND IDEALISM

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.

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