Marketing 3.0: From Products to Customers to the Human Spirit

In fact, it had better try, since people now invest more of their minds, hearts and spirits in their commercial lives.

If "Marketing 1.0" was a product-focused enterprise born of the Industrial Revolution, and "Marketing 2.0" was a customer-focused effort leveraging insights gained from information technology, then Kotler says marketing's latest incarnation must do even more. It must engage people in ways that provide "solutions to their anxieties to make the globalized world a better place." Practitioners must, as never before, understand and respond to the values that drive customer choice.

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