Marketing 3.0: From Products to Customers to the Human Spirit
Book Title: | Marketing 3.0: From Products to Customers to the Human Spirit |
Author: | Philip Kotler |
ISBN-13: | 9788126526192 |
Publication: | TIMES GROUP BOOKS |
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Overview of Marketing 3.0: From Products to Customers to the Human Spirit 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 touch points: mind, heart and spirit.Table of Contents:ForewordPrefaceAbout the AuthorsPart I: TrendsChapter One: Welcome to Marketing 3.0Chapter Two: Future Model for Marketing 3.0Part III: StrategyChapter Three: Marketing the Mission to the ConsumersChapter Four: Marketing the Values to the EmployeesChapter Five: Marketing the Values to the Channel PartnersChapter Six: Marketing the Vision to the ShareholdersPart III: ApplicationChapter Seven: Delivering Socio-Cultural TransformationChapter Eight: Creating Emerging Market EntrepreneursChapter Nine: Striving for Environmental SustainabilityChapter Ten: Putting It All TogetherIndex
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Business, Strategy & Management
Paperback
English
812652619X
23 Apr 2010
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