دانلود کتاب انگلیسی «بازراریابی 3.0 یا بازاریابی روح بشر» فیلیپ کاتلر

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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?What is Multi-Level Marketing

Definition: Multilevel marketing (MLM) is a business structure in which products are marketed directly to consumers (which is known as direct selling) by sales representatives (or distributors) whose compensation is based on their own product sales as well as the sales of the distributors whom they recruited to the multilevel marketing company. These recruits are called their down line. MLM sales reps do not receive a salary. Compensation is based on commissions and/or bonusesven; no salary is given.

Multilevel marketing, also known as “network marketing,” is a legitimate way of selling goods or services through independent distributors. Generally, independent sales people do not receive a salary. Instead, they are compensated through commissions based on the sale of products, both for their own sales as well as on the sales of those they recruit and support. Legitimate  MLM's base compensation primarily on the amount of products sold - not on the mere act of recruiting. That is a key difference between Pyramid Schemes and  MLM's.

MLM's are also known as:

• direct selling

• network marketing,

• affiliate marketing, or

• home-based business franchising plans

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difference between strategy and tactics

Strategy and Tactics: What's the difference between strategy and tactics and how can your business benefit from them?

Strategy has been having a wonderful run for management's money. Once, strategy was the somewhat arcane province of long-range corporate planners. Now senior managers themselves read the strategic gurus, arrange and attend seminars on strategy and generally add to the torrent of words on the subject. Many of them also take strategic action - though consultant Ben Tregoe is undoubtedly right in comparing strategy to sex: 'when all is said and done, more is said than done.'

In comparison, tactics are the opposite: plenty is done, but little is said. The implication is that strategy is the superior mental and managerial activity: tactics can safely be left to the lower orders. In fact, that notion is doubly wrong. First, the more people below board level are involved in framing strategy, the better its content and execution are likely to be. Second, no strategy can be better than its tactical execution. Yet one highly intelligent consultant, working on a book on top management's strategic role, has been rebuked by friendly advisers for confusing strategy with tactics.

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Why You Need a Plan: 5 Good Reasons

Developing strategy takes time and resources. It requires the time and commitment of some of the most highly paid and highly experienced people in your organization. So, if your team isn’t willing to invest what is needed, I recommend that you don’t do it. Poor planning is often worse than no planning at all.

So, why do you need a strategy? Why take time for planning? There are many reasons. But the Drivers Model focuses on five in particular.

1) To set direction and priorities:

First and foremost, you need a strategy because it sets the direction and establishes priorities for your organization. It defines your organization’s view of success and prioritizes the activities that will make this view your reality. The strategy will help your people know what they should be working on, and what they should be working on first.

Without a clearly defined and articulated strategy, you may very well find that your priority initiatives- the ones that will drive the highest success  are being given secondary treatment.

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