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 withthe customers so that their preference would be based on a mind and heart connection with the company. Now that almost every organization claims to be customer-oriented, the strategy is no longer sufficient. We are witnessing the rise of Marketing 3.0 or ‘the human-centric era.’ Instead of people being treatedas consumers, they are treated as human beings who are active, anxious, and creative. They are no longer isolated but are connected. They are no longer unaware but are informed. They are no longer passive but are active. They want toparticipate in value creation. They want to satisfy deeper needs--not just traditional needs and wants. They want to live more creative and fulfilled lives. Marketing 3.0 is the latest stage where companies are seeking to connect with the customers' spirit in this age where customers want the company to assumemore 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 touchpoints: mind, heart, and spirit.Philip Kotler (Chicago, IL) is the S.C. Johnson Son Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate Schoolof Management, and one of the world's leading authorities on marketing. His writing has defined marketing around the world for the past forty years. The recipient of numerous awards and honorary degrees from schools all over the world, he holds an M.A. from the University of Chicago and a Ph.D. from MIT, both in economics. Kotler has an incredible international presence --his books havebeen translated into approximately twenty-five languages, and he regularly speaks on the international circuit. Hermawan Katajaya (Jakarta, Indonesia) runsMarkPlus Consulting, the largest marketing consulting firm in Indonesia, and is coauthor with Kotler of several books. Iwan Setiawan (Jakarta, Indonesia) is a business writer and senior consultant at MarkPlus Consulting, where he consults for clients on marketing strategies.
- ISBN: 978-0-470-59882-5
- Editorial: John Wiley & Sons
- Encuadernacion: Cartoné
- Páginas: 208
- Fecha Publicación: 12/05/2010
- Nº Volúmenes: 1
- Idioma: Inglés