Marketing 3.0

Topics: Marketing, Sociology, Culture Pages: 9 (2816 words) Published: January 2, 2011
Marketing 3.0
Authors : Philip Kotler
Hermawan Kartajaya
Iwan Setiawan
ISBN No: 978-81-265-2619-2

In this new book, written by Iwan Setiawan, Hermawan Kartajaya and Philip Kotler titled Marketing 3.0: Values-Driven Marketing or the human-centric era is the age where consumers will be treated as human beings who are active, anxious, and creative. They define Marketing 1.0 as a product-centric era, marked with the famous saying of Henry Ford, "Any customers can have a car painted any colour that he wants as long it is black". When it comes to today's information age where consumers are well informed and can compare several value offerings of similar products, then the product value is defined by the consumer. They called it Marketing 2.0 or customer-centric era. Marketing 3.0 thinks about consumers as whole humans with hearts, minds and spirits.

From Ford’s any colour you want, as long as it is black (Marketing 1.0), to Customer is the King (Marketing 2.0); marketing has evolved into a collaborative exercise which is defined as the marketing 3.0.

Marketing 3.0 clearly lays out the authors' key ideas and gives you real-world examples so you can implement Marketing 3.0 practices at your organization. Customers have realized that their purchasing power has a global impact, and they are acting accordingly and talking to each other about the choices they make. Marketing 3.0 explains how you can engage this conversation, position your brand as a positive force in the world, and collaborate successfully with customer-advocates. Marketing 3.0 takes a holistic approach to customers as multidimensional, values-driven people, even as potential collaborators.

Marketing 3.0 explores how brands have an impact on issues such as poverty. Socio-cultural change and environmental sustainability. It also looks at how values-driven marketing affects employees, channel partners, and shareholders.

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. Leading companies realize they must reach these highly aware, technology-enabled customers, and that the old rules of marketing won't help them do this. Instead, they must create products, services, and corporate cultures that inspire, include, and reflect their customers' values. With the human spirit being the key driver across an organization’s vision, mission and values,  it’ll be a major overhaul for most of us to move beyond the Segment – Target – Promotion (STP) approach and adopt a more inclusive approach. Products can no longer be sold in isolation. Consumers search for companies that meet their deepest needs for social, economic and environmental justice in their mission, vision and values. Not for only functional and emotional fulfilment but also human spirit fulfilment in the products and services they choose.

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. Examines companies that are ahead of the curve, such as S. C. Johnson. The values of S.C Johnson & Son are rooted in the concept of the triple bottom line: economic value, environmental health and social progress. To target the minds, hearts and spirit of current and future employees, the company uses the triple bottom line concept. By saying that the company’s fundamental strength lies in its people, it targets the mind. To target the heart, the company hires mothers and was dubbed one of the 100 best companies for working mothers. By offering the opportunity to do what’s right for the environment and social sustainability, the company targets...
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