Marketing 3.0: From Products to Customer to the Human Spirit
Author: Philip Kotler
Understand the next level of marketing
We would recommend this book as foundational to the others on marketing. Before you look at “how to
market” its good to understand the “who” of marketing. Companies that understand their
customer from the inside out will be able to tailor the “how” to the customer.
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”