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Marketing 3.0
Book

Marketing 3.0

From Products to Customers to the Human Spirit

Philip Kotler, Hermawan Kartajaya and Iwan Setiawan
Wiley, 2010

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Editorial Rating

8

Qualities

  • Applicable

Recommendation

This book may revitalize tired marketing aficionados who are weary of the same old approaches. They will welcome the authors’ contention that their field is entering a new, transformational phase. Philip Kotler, Hermawan Kartajaya and Iwan Setiawan explain the tremendous commercial and social potential of “Marketing 3.0,” their name for a tactic that emphasizes reaching consumers by pursuing values that matter to them, like sustainability, public service and philanthropy. Even if the book is not groundbreaking, getAbstract applauds its refreshing belief in the potential power of strategic marketing initiatives based on an authentic regard for customers and social welfare. While this dual focus may be somewhat overambitious during challenging economic times, certainly corporate social responsibility has rarely been more important. The authors give it a boost by demonstrating how firms can use online social media to promote their values and their Marketing 3.0 cause-related agendas. Although some of the book’s examples of firms that have achieved a positive impact with Marketing 3.0 seem a bit daunting – or even overblown – they also provide provocative, inspiring marketing ideas.

Take-Aways

  • The history of marketing has followed three main stages: “Marketing 1.0” centered on products and “Marketing 2.0” focused on consumers.
  • “Marketing 3.0” extends the consumer focus to their values and social concerns.
  • It developed in response to “new-wave technology,” the potential and problems of globalization, and the individual quest for creativity, values, spirituality and meaning.

About the Authors

Philip Kotler, a leading authority and author on marketing, teaches international marketing at Northwestern’s Kellogg School of Management. CEO Hermawan Kartajaya founded MarkPlus, where Iwan Setiawan is a senior consultant.

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