Marketing 3.0: From Products to Customers to the Human Spirit

by Philip Kotler, Hermawan Kartajaya, Iwan Setiawan

Marketing 3.0: From Products to Customers to the Human Spirit-Wiley-PHILIP KOTLE-2010-EDN-1

Genres: Business, Management, Nonfiction, Economics

Hardcover

First published September 1, 2007

About the author

Professor Kotler's book, Marketing Management, is the world's most widely used graduate level textbook in marketing. His other textbooks include Principles of Marketing and management: An Introduction and they are also widely used around the world.
Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes.
Kotler has worked for many large companies in the areas of marketing strategy, planning and organization, and international marketing.
He presents seminars in major international cities and countries around the world on the latest marketing developments to companies and other organizations.
"He is the father of Marketing Management".
(Wikipedia)

Reviews

[Eustacia Tan · Rating 4 out of 5]

After reading fiction for so long, I (strangely) craved some non-fiction to read. I guess it's all those rom-com novels finally affecting my brain. But no matter, my friend's dad (books now gravitate towards me ^^) lent me this really interesting book: marketing 3.0

Marketing 3.0 is divided into three simple parts - trends, strategy and application. The essence of marketing 3.0 is that now, customer's are involved and they want more - like environmental considerations. So, the marketer must learn to engage the customers, and well, basically show how they're product is value-added.

I think the tag line sums it up best: "From Products to Customers to the Human Spirit". What I've learnt in Business and Management (the Marketing component anyway), is that there are 7 P's of Marketing - Product, Price, Place, Promotion, People, Physical Evidence and Process. It's still pretty much centered around the product, although the rise of e-commerce has changed things. But I think most significantly, the change in Corporate Social Responsibility (CSR) attitudes drives this whole process. A few decades ago, (for at least, Singapore) most people were still struggling just to get the basic necessities on the table. But now, a good majority of us are what can be termed as "middle-class" and social media like Facebook, Twitter, Pinterest now connects us and raises our awareness of social issues. E.g. SOPA, Occupy Wallstreet (the Singaporean version, by the way, failed miserably), Arab Spring, etc.

It's really interesting, actually, to think about how things will move on from here. I've always wanted to work in a bookstore, yet cries of Amazon.com are all around. But yet, this book suggests that it is possible for physical bookstores to survive, if they can provide an added dimension. And looking at stores like Littered With Books, it's certainly possible. I have absolutely no idea what they do in the area of CSR, but I like chatting with the employees about books and their willingness to order in books that they don't have makes it very convenient to shop there (not much location wise).

So to sum it all up, here are the 10 credos for Marketing 3.0: it's time to make a change
1.Love your customers, Respect your competitors.
2. Be sensitive to change, be ready to transform.
3. Guard your name, be clear about who you are.
4. Customers are diverse, go first to those who can benefit from you
5. Always offer a good package at a fair price.
6. Always make yourself available, spread the good news.
7. Get your customers, keep and grow them
8. Whatever your business, it's a service business.
9. Always refine your business process in terms of quality, cost and delivery.
10. Gather relevant information, but use wisdom in making your final decision.

And of course, in your application process, you should be delivering socio-cultural transformation (chapter 7), creating emerging market entrepreneurs (chapter 8) and striving for environmental sustainability (chapter 9).

(First published at http://www.allsortsofbooks.blogspot.c...)

[Pradit Pinyopasakul · Rating 4 out of 5]

In contrast to capitalism, I do support the concept of this book, that the new era is value driven. The business in this era should be good corporate citizenship or "Social Business Enterprise (SBE)". Consumers become Prosumers and play important role in Collaborative Marketing. The authors believe that people will support business with true Corporate Social Responsibility, and that finally the profits will follow. This can stem from Core Values of the organization that are shared among all stakeholders (employees, partners, shareholders, and customers). Spreading this concept will help create Socio-Cultural Transformation to a Sustainable Economy.

[Joana Botelho · Rating 4 out of 5]

Philip Kotler na obra Marketing 3.0 demonstra que, muitas vezes, a política da sustentabilidade é vista apenas como mera estratégia de comunicação de relações públicas ou marketing. Já alguns accionistas, consideram da sua responsabilidade devolver à sociedade parte do que a sua empresa está a beneficiar mas muito raramente conseguem perceber que a sustentabilidade é uma oportunidade para gerar lucro, melhorar a reputação e obter diferenciação.
Leia tudo em: http://blogbuythebook.wordpress.com/2...

[Захарченко Віктор · Rating 3 out of 5]

Я вот думал, что являюсь исключением, не способным понять мудреца Котлера. Ан нет, более опытные в маркетинге коллеги тоже отметили - старик витает в облаках и стараеся всеми силами сохранить статус гуру-провидца. Не осилил больше 50 страниц...

[Devi Shankar · Rating 2 out of 5]

Don't be misguided by the title. The book is more on environmental and social responsibilities of businesses rather than marketing strategies. An average book overall

[Dmitry · Rating 1 out of 5]

(The English review is placed beneath the Russian one)

Для маркетологов, а судя по названию, именно на маркетологов и ориентирована эта работа, эта книга бесполезна. Бесполезна от слова совсем, ибо темы, что поднимает автор, касаются CEO компании, а не рядового сотрудника отдела маркетинга. Да даже директор по маркетингу не может принимать многие из решений, о которых пишет автор, как например, вопрос найма персонала. Поэтому для меня удивительно, что эта книга имеет именно такое название и что она вообще была издана.

Суть всей книги можно свести к тезису «за всё хорошее, против всего плохого». Тут и забота об окружающей среде и о сотрудниках компании и, конечно, забота о клиентах. Типичное такое пустобрехство. Да вот самый типичный тезис из книги: «Например, в Cisco и Whole Foods внедрили демократию: служащим предоставлена возможность формировать будущее компании путём совместного принятия решений и голосования». Вот кто поверит в подобный бред? В крупной транснациональной корпорации не бюрократия, а демократия, прям как в каком-нибудь особо редком малом бизнесе. Интересно и как они организуют голосование, учитывая, что у этих корпораций тысячи сотрудников работающих в разных часовых поясах? Да даже если такое происходит только в локальных отделениях, всё равно это выглядит очень фантастически, т.е. скорее как замануха для выпускников престижных университетов, нежели отражение реальной практики. Проблема почти всех крупных корпораций именно в отсутствии демократии, подчинённости формализму и наличию огромной бюрократической машины. Так что в это я никак не могу поверить. И это я не говорю о том, что такие вопросы должны решать CEO, которые обладают всей полнотой информации и поэтому, теоретически, могут принять правильное решение. Средней уровень менеджеров просто не имеют доступ к важной информации, а принимать решения, даже путём демократического голосования, не обладая всей полнотой информации и не видя картину целиком, очень опасно для такой компании. Вся информация не может быть доступна всему персоналу в принципе, т.к. в таком случаи она может стать известна конкурентам, что может нанести ущерб компании. Так что подобное заявление больше походит на политическую агитацию в момент выборов.

Не знаю, может переводчик не правильно перевел, но вот другой тезис из этой книги выглядит ещё более неадекватно, даже чем предыдущий. Автор пишет следующее, «Теперь маркетингу предстоит перейти на третий этап, где центральное место занимает душа потребителя». Душа?! Вы это серьёзно? С каких пор маркетологи стали подрабатывать церковнослужителями? Вот о какой душе может идти речь, если компания занимается продажей строительных материалов или предоставляет стоматологические услуги или владеет сетью небольших пивных баров? Многие клиенты просто не желают, чтобы компания лезла и душу, а другие же клиенты интересуются исключительно модным дизайном, если это компания типа Zara. О какой душе Котлер вообще говорит?! Зачастую покупатели не думают так часто о компании и/или о её брендах, чтобы можно было говорить о таком тесном общении. Нужно не забывать, что зачастую люди покупают бренд не задумываясь и для них процесс приобретения является довольно бездумным (т.к. они совершают это действие много лет, а совершают они благодаря тому, что бренд просто их во всём устраивает и нет нужды менять его на какой-то другой). Другими словами, не нужно преувеличивать роль компаний и их брендов в жизни людей. Люди часто либо не думают о них (компаниях), либо даже не желают, чтобы компания шла на такой тесный контакт. Да и кому-кому, а компаниям стоит подумать о своей собственной душе. Всё же стоит не забывать, что корпорации продают товары, а не дарят их. Другими словами тут у нас чисто денежные отношения, в которых душа является явно лишней (церковники хотя бы не беру денег с клиентов).

Опять же, возможно автор имел в виду что-то другое, ибо он цитирует Кови, говоря, что компании нужно «разгадать код души». Вот что тут можно иметь в виду? Потребности? Я вот не знаю, но и верить, что Котлер на полном серьёзе говорит о душе (потребителя) я тоже не могу, ибо это уже превращается в какой-то квазирелигиозный бред или сатиру на маркетологов. В конце абзаца он ставит жирную точку короткой фразой – «Главное – не упустить из виду душу». Мда…

Можно было бы остановиться и на тезисе о душе, но тогда бы я не прочитал перл о «демократии в крупных корпорациях», что тоже, согласитесь, звучит как либо шутка, либо издёвка. Даже не знаю, что хуже.… Между этими двумя перлами автор упоминает, разумеется, и о важности филантропии. Однако этой теме я посвятил чуть ли не всю рецензию в одной книге по маркетингу, поэтому не буду тут повторяться. Замечу только, что средний и малый бизнес зачастую не имеет возможности заниматься филантропией, да и в целом, многим компаниям лучше вместо филантропии платить достойную зарплату своим сотрудникам, а также относится к ним по-человечески, а не как к каким-то рабам. А то у нас тут получается такая ситуация, когда компания заставляет работать в праздники и выходные, не оплачивая это по двойной ставке, но при этом является активным филантропом. Да и в целом, заниматься филантропией могут крупные корпорации, нежели средний и мелкий бизнес. Да и спрос с крупных корпораций, как например нефтяных, со стороны общества, намного больший. Поэтому и этот тезис Котлера довольно бессмысленный. К тому же, часто решение об участии в филантропии принимает не директор по маркетингу, а исключительно CEO. Но в любом случаи, зная историю бизнеса XX века (например, финансирование Карнеги библиотек в США) можно заявить, что филантропия появилась не сегодня и даже не вчера. Что означает, что она никак не может быть чем-то новым, т.е. неким маркетинг 3.0.

Что касается самой концепции «маркетинга 3.0», то она, с моей точки зрения, является абсолютно искусственной. Котлер просто перечислил все популярные в СМИ темы, типа заботы о климате, права человека (определённой группы), модные духовные течения/практики, социальная ответственность бизнеса/капитализма и пр. и на этой основе придумал некий конструкт, который он назвал «маркетинг 3.0». С моей точки зрения, никакого «маркетинга 3.0» не существует, а есть лишь старый добрый маркетинг, которые в основе остался без каких-либо значимых изменений, приобретя лишь новые инструменты и оперируя в изменившейся социальной атмосфере. Но это всё тот же маркетинг, без добавления какие-то цифр. Если Котлеру так не терпелось написать книгу о социально ответственном маркетинге, то так и нужно было назвать книгу. Однако даже это не спасло её от провала.

For marketers, and judging by the title, it is marketers that this work is aimed at, this book is useless. Useless from the word "useless" because the topics that the author raises concern the CEO (of the company), not the average employee of the marketing department. Even the marketing director cannot make many of the decisions the author writes about, such as hiring staff. So it's amazing to me that this book has that particular title and (that it) was published at all.

The essence of the whole book can be summarized in the thesis "for everything good, against everything bad." This includes care for the environment, for the company's employees, and, of course, care for customers. It's just typical empty talk. Here is the most typical thesis from the book: "For example, Cisco and Whole Foods have introduced democracy: employees are allowed to shape the future of the company through joint decision-making and voting." Who would believe such nonsense? In a large multinational corporation, there is no bureaucracy but democracy, just like in some rare small businesses. I wonder how they organize voting, considering that these corporations have thousands of employees working in different time zones. Even if this happens only in local branches, it still looks very fantastic, i.e., more like a lure for graduates of prestigious universities than a reflection of real practice. The problem with almost all large corporations is precisely the lack of democracy, the subordination to formalism, and the presence of a huge bureaucratic machine. So I can't believe that. This is not to mention that such issues should be decided by CEOs who have all the information and, therefore, theoretically, can make the right decision. Middle-level managers simply do not have access to important information, and it is very dangerous for such a company to make decisions, even by democratic voting, without having all the information and without seeing the whole picture. All information cannot be available to all personnel in principle because, in such a case, it may become known to competitors, which may cause damage to the company. So, such a statement is more like political campaigning at the time of elections.

I don't know, maybe the translator did not translate it correctly, but another thesis from this book looks even more inadequate than the previous one. The author writes the following, "Now marketing has to move to the third stage, where the central place is occupied by the soul of the consumer". The soul?! Are you serious? Since when did marketers start moonlighting as church ministers? What kind of soul can we talk about if the company sells building materials, provides dental services, or owns a chain of small beer bars? Many customers simply don't want the company to get into the soul, and other customers are interested only in fashionable design, if it's a company like Zara. What kind of soul is Kotler even talking about? Often, customers do not think about the company and/or its brands so often that it is possible to talk about such close communication. It should be remembered that people (often) buy a brand without thinking, and for them, the purchase process is quite thoughtless (because they have been doing it for many years, and they do it because the brand just suits them and there is no need to change it for something else). In other words, the role of companies and their brands in people's lives should not be exaggerated. People often either don't think about them (companies) or don't even want a company to be in such close contact with them. And to some, companies should think about their own souls. Still, we should not forget that corporations sell goods, not give them for free. In other words, here we have a purely monetary relationship, in which the soul is clearly superfluous (at least churchmen do not take money from their clients).

Then again, perhaps the author meant something else because he quotes Covey as saying that a company needs to "unravel the code of the soul." Is that what one might mean here? Needs? I don't know, but I can't believe that Kotler is seriously talking about the soul (of the consumer) either because it's turning into some quasi-religious nonsense or satire on marketers. At the end of the paragraph, he makes a bold point with a short phrase - "The main thing is not to lose sight of the soul." Yeah...

I could have stopped at the thesis about the soul, but then I would not have read the pearl about "democracy in large corporations," which also, you must agree, sounds like either a joke or a mockery. I don't even know which is worse.... Between these two pearls, the author mentions, of course, the importance of philanthropy. However, I devoted almost the entire review in one marketing book to this topic, so I won't repeat myself here. I would only note that medium and small businesses often do not have the opportunity to engage in philanthropy, and in general, many companies would be better off paying decent wages to their employees instead of philanthropy and treating them as human beings, not as slaves. Otherwise, we have a situation where a company makes its employees work on holidays and weekends without paying them double wages, but, at the same time, it is an active philanthropist. In general, large corporations can engage in philanthropy rather than medium and small businesses. And the public demand from large corporations, such as oil corporations, is much greater. Therefore, Kotler's thesis is rather meaningless. Besides, it is often the CEO, not the marketing director, who decides to participate in philanthropy. But in any case, knowing the history of 20th century business (e.g. Carnegie funding of libraries in the USA), we can say that philanthropy did not appear today or even yesterday. This means that it cannot be something new, i.e., a kind of marketing 3.0.

As for the very concept of "marketing 3.0", it is, from my point of view, completely artificial. Kotler simply listed all the topics popular in the media, such as climate care, human rights (of a certain group), trendy spiritual movements/practices, social responsibility of business/capitalism, etc., and on this basis invented a construct, which he called "marketing 3.0". From my point of view, there is no "marketing 3.0", but only good old marketing, which has remained without any significant changes, having acquired only new tools and operating in a changed social atmosphere. But it is still the same marketing, without adding any numbers. If Kotler was so eager to write a book about socially responsible marketing, then that's what the book should have been called. However, even that didn't save it from failure.

[Бекарыс Нуржан · Rating 3 out of 5]

Слишком много написано про The Body Shop - и при этом одного и того же.
Много введено понятий, которые размазываются по книге определениями, общими фразами, совершенно не показательными иллюстрациями.
Но есть пара интересных примеров про разные компании и их современный подход к работе с потребителями.

В целом, довольно бесполезная книга: все построено на best practices со слабенькой доказательной базой. А маркетинг - всё-таки точная наука.

[Utkrisht Fella · Rating 3 out of 5]

Philip Kotler, a true titan in the field of marketing, once again provides an essential roadmap for the future of business in Marketing 3.0. This isn't just a book, it's a philosophical shift. Kotler argues that marketing has evolved beyond simply selling products (1.0) and satisfying customers (2.0) to a new, values-driven era where companies must engage with their customers' hearts and spirits (3.0).

However, reading this in 2025, it's crucial to approach it with the right perspective. While Kotler's core thesis on purpose-driven marketing is more relevant than ever, the practical world of marketing channels and consumer behavior has undergone a seismic change. The book’s framework was laid out before the dominance of AI in marketing, short-form video on social media, the rise of a mobile-first world and the consumer's demand for hyper-personalization and data privacy. It's a foundational text on a new philosophy but it's not a guide to the modern digital marketing toolkit.

This is a must-read for any marketer, business leader or student who wants to understand the philosophical shift behind modern consumer behavior. Just be prepared to pair it with a more contemporary resource for the practical application of its ideas in today's landscape.

[Jeffrey Williams · Rating 3 out of 5]

Philip Kotler has a storied career as a marketing instructor having written several key textbooks in the past. Unfortunately, compared to his other writings, this one is a disappointment. There isn't much new to Marketing 3.0 except for adding consumer voices through social media to the mix. While he tries to make it sound like it is fresh, there isn't much to differentiate it with what he calls Marketing 1.0 and Marketing 2.0. It's just a different way of retelling the same thing.

[Butch · Rating 2 out of 5]

Some good concepts but mostly environmental propaganda.

[Simona Moschini · Rating 3 out of 5]

Anche se noi non ci sappiamo niente di lui, il marketing saprà sempre più cose su di noi.
Ignoro quale e quanto sia stato il contributo di ogni singolo autore nella stesura di questo breve ma densissismo saggio sulle ultime tendenze in materia. So solo che di solito Kotler sa vedere più avanti della media, e per questo sto cercando di leggere tutto quello che ha scritto nella sua lunga vita. Impossibile qui riassumere seriamente il contenuto: si spazia dal marketing emozionale alla responsabilità sociale dell’impresa, dal marketing verde alla concettualizzazione attualizzata di “valori”, “missione” e “visione”.

Il tutto senza ombra di ironia, il ché costituisce l’ostacolo più serio per il lettore italiano abituato a pensar male dell’impresa sempre e comunque.
Tutte americanate, viene istintivamente da dire. Eppure questo libro nasce dall’incontro del guru della Kellog con due studiosi indonesiani, gode della prefazione e della benedizione del presidente stesso dell’Indonesia e recita, a pagina XVII (nella Premessa degli Autori): L’idea di Marketing 3.0 è stata concepita in Asia già nel novembre 2005 da un gruppo di consulenti in forza a MarkPlus, una società di servizi di marketing con sede nel Sud-est asiatico guidata da Hermawan Kartajaya. Dopo due anni di riflessioni comuni per sviluppare il concetto, Philip Kotler e Hermawan Kartajaya hanno presentato una bozza del testo in occasione della celebrazione del 40° anniversario della Association of Southeast Asian Nations (ASEAN), a Jakarta. Unico membro del G20 del Sud-est asiatico, l’Indonesia è una nazione nella quale l’attenzione per l’essere umano e la peculiare natura della spiritualità riescono a far fronte con successo alle sfide della diversità. Il presidente degli Stati Uniti Barack Obama trascorse da studente quattro anni in Indonesia, per trarre insegnamento dalla focalizzazione all’umanità tipica dell’Oriente.

Che cosa ci dicono queste righe? Innanzitutto che gli equilibri stanno cambiando - sono già cambiati. Gli Usa non si illudono più di guidare il mondo, sono ben altri i Paesi con Pil a due cifre, e il Sud-est asiatico è ormai tra i motori del mondo sia in termini di produzione che di consumo. Da qui uno dei centri nevralgici del libro: capire i mercati emergenti per migliorarne le condizioni socio-economiche (= valore per i loro consumatori) e, simultaneamente, rendere quei mercati nostri clienti (= valore per le aziende e unica loro speranza per superare la stagnazione dei consumi nei Paesi occidentali, che qui vengono sempre e soltanto definiti – impietosamente – come mercati maturi). Ma non è tutto: fin dall’inizio gli autori ci stanno avvertendo che qui non si parlerà tanto di cifre e di economia come scienza astratta avulsa dall’umanità, bensì di soggetti umani che il nuovo marketing deve e vuole coinvolgere a 360° in uno sforzo comune che si propone di arrecare vantaggi tangibili e misurabili a entrambi i soggetti. È la fine della dicotomia produttore / consumatore; e infatti, grazie o per colpa delle nuove tecnologie, anche se non tutti se ne sono resi conto, siamo tutti prosumer. Produciamo e ci scambiamo incessantemente informazione (chiacchiera, avrebbe detto Heidegger) sui nostri gusti di gelato, le nostre idee politiche, le nostre amicizie e i nostri sogni. È tutto nero su bianco, o meglio in un grande cloud virtuale ma più reale di noi stessi, e nessun Grande Fratello ci ha costretto a farlo. Possiamo vedere la cosa in termini apocalittici o integrarci, esserne entusiasti, rassegnati o disperati, non importa: il cambiamento è già successo. In estrema sintesi, le riflessioni che mi ha suscitato la lettura sono queste. Siamo tutti consumatori? Certamente sì, e non possiamo farci niente.

Siamo solo consumatori? No di certo: siamo molto di più, ma è proprio quel di più che interessa al marketing. Il marketing è consapevole di questo stato di cose? Sì, perché per venderci qualcosa deve conoscerci sempre meglio, e lo fa da parecchi decenni. Non solo, ma grazie ai social media, ora siamo noi stessi a consegnargli gratuitamente la chiave della nostra mente. Possiamo impedire al marketing di entrare nelle nostre vite? Certamente sì, se andiamo a vivere nel deserto producendo da soli tutto quello che ci occorre per sopravvivere e se rinunciamo ai mass media e, soprattutto, ai social media. Se invece non siamo disposti a fare queste scelte estreme, possiamo soltanto esserne consapevoli al massimo grado, conoscere noi stessi (la vecchia lezione di Socrate rimane sempre valida) e conoscere il marketing almeno quanto lui conosce noi. Se non sarà una vittoria, sarà stato almeno un pareggio consapevole.

[Epos Opus · Rating 4 out of 5]

Consumer behavior and attitudes keeps going under a profound transformation. Today's consumers are not just passive recipients of advertising; they are smarter, they are more educated, they are more bored with marketing and advertising (that doesn’t even keep its promises), they can see better through lies, they have more resources to do research and dig information and they expect more from companies and products. As such, the old age of simply creating a good product, choosing the right marketing mix and doing a little bit of branding might no longer be sufficient. Instead, what the authors of this book argues, companies should pivot towards a human-centric approach, one that emphasizes the concept of socio-cultural transformation, where companies move beyond traditional philanthropy and makes marketing to effect meaningful change in society. This approach sees consumers not merely as customers but as individuals whose lives can be enriched through collaborative efforts aimed at fulfilling their higher-order needs.

The basics of marketing stay untouched. For good marketing you should; develop segments, choose target segments, define and try to strengthen your position, provide and make the best of all the p’s and also build brand around your company, products and services. But that still might not be enough. There’s a growing recognition that marketers should understand more of the human experience. Including the complexities and the deepness of human mind. Marketers must become adept at describing the collective psyche of their target audience, discerning their anxieties, and tapping into their desires. Marketers should understand cultures and other drivers, that change our thoughts and the way we decide what things are meaningful for us as individuals, groups, and societies. Moreover, to recognize that we are complete human beings.

And to provide the kind of marketing described above, there is no gimmick and tricks to achieve it quickly and fast. It takes a lot of time and sincerity to build a brand that is authentic and also meaningful for the consumer/customer. We can easily sense when something is fake or inauthentic. Because of that the core of marketing and branding should start from the mission, vision and values of a company. If the standing ground is shallow, everything related to marketing is kind of doomed to be also. Marketing should be about defining your uniqueness and identity which means that you should be authentic, and you should have integrity to stand your grounds.

Kind of a rambling review so far. Don’t know where to take it from here so I let be as it is for now. I think the book is worthwhile to read. Also, I think if you are going to read the marketing X.0 series you should start from here. I read the 5.0 first, and after that I red them all in order from 3.0 to 6.0. That way I think I got a clearer overall picture. But definitely check this book out to get a more clear and better description about the topic of human-centric marketing which involves touching the hearts, minds and spirits.

[Eduardo Xavier · Rating 5 out of 5]

Minha cópia é a terceira impressão, de 2010. É um trabalho antigo no entanto mas o assunto continua atual. Os autores retratam bem os fenômenos a seu tempo e de fato perveram o futuro. É um trabalho bem embasado, com boas referências e aplicação da experiência.

O que achei interessante é que esse trabalho ajuda a organizar os fundamentos de uma empresa em relação a concepção de missão, visão e valores - consequentemente na forma como ela vai se comunicar com clientes, funcionários, fornecedores e até concorrentes. As motivações para fundamentar essas concepções são bem desenvolvidas e justificadas. Ao longo da leitura, eu repetia pra mim, uma frase mentalmente: "é só a gente ser mais humano (no sentido de querer ser, pertencer, ser bom, amar o próximo, fazer por todos). Com o prefácio feito pelo presidente da Indonésia, pude compreender e aceitar naturalmente todos os discussões de combate a pobreza.

As questões humanitárias, perseguidas pelos governos, estão sendo apropriadas pelas empresas na visão dos autores. Isso pode ser algo simplesmente canalha ou simplesmente ok (no sentido de ser indiferente, independentemente do real motivo - que é sempre o lucro).

O intuito real é alcançar o sentimento das pessoas com objetivo de corroborar o posicionamento de uma marca (e sua concepção de missão, visão e valores), mas não apenas como uma declaração em frases feitas; mas de ações, de uma forma que a própria comunidade justifique a existência da marca. Busca-se a emoção no final das contas pois é ela que nos leva a comprar a qualquer custo - e não a razão. (o diabo está no detalhes).

Esses discursos sobre "alívio de pobreza", pra mim, são estéreis. Pessoalmente acho que a pobreza se combate com ações radicais. Mas aqui, o "marketing das causas" é uma genialidade para mais uma vez se aproveitar das populações pobres? A exemplo extremos desses programas de televisão que lucram demasiadamente com uma matéria prima sem custo: a história de um miserável - mesmo que se mobilhe ou lhe dê uma casa, o lucro é sempre imensurável - vende-se histórias tristes!) ou de companhias de cerveja que vendem copos de vidros dizendo que vão levar água para povos na áfrica - que estão afastados das nascentes e não tem estrutura. Bom, acho que é uma provação pessimista porque, por outro lado, pelo menos, alguém está fazendo alguma coisa e se mais negócios surgirem com preocupações deste tipo (mesmo que falsas), pode ser que melhore alguma coisa pra alguém.

Foi uma excelente leitura, tem link para boas referências, tem boas discussões, é bem escrito, bem traduzido, vou guardar; recomendo.

[Ahmet Dayanıklı · Rating 5 out of 5]

Marketing 3.0 is a great book for who wants to understand the evolution of marketing discipline. However, this book was published nearly in the beginning of the digital marketing era and in order to see the big picture advised to read Marketing 4.0 too.

Basically, the author divides marketing into 3 sections.

Marketing 1.0 (1950-1960) had the industrial revolution in the core and marketing was mostly about product development. The goal of the marketing was "standardize&scale". This period named as "product-centric era". The famous 4P's of Marketing introduced at this stage.

Marketing 2.0 (1970-1980) was fueled by the information technology. The US and Western economy had an oil-shock driven stagflation. Demand was scarce. Most of the products were seen as commodities by consumers due to lack of effective positioning. Customer replaced the product and marketing turned mostly into customer management. This period named as "Customer-centric era".

Marketing 3.0 has the new wave of technology in the core. By the help of cheap smartphones&laptops, low-cost Internet and open source consumers get smarter, well-educated and connected to each other. The balance search of globalization and the rise of creativity among societies helped marketers to explore a new level. Marketing 3.0 is about transforming the lives of consumers and all shareholders with value-driven marketing. Marketing 3.0 practices summarize touching to the human spirit.

[O Mundo é Bué Cenas · Rating 2 out of 5]

A tender mais para as 2,5 🌟 É um livro um quanto enrolado. Uma condensação de páginas servir-lhe-ia bem. Grande parte do tempo parece apenas que o autor está a fazer o seu próprio marketing a parceiros comerciais, a partir do storytelling. Está completamente obcecado, por exemplo, com a The Body Shop. Gostaria de saber se não houve economia subterrânea aqui. Não obstante, tem o seu quê de didático, especialmente o fantástico ultimo capítulo, de 5 estrelas, sobre o targeting e a segmentação no Marketing 3.0. Aprende-se mais aí, com a divisão de empresas entre inovadores, propagadores e investidores e dos consumidores em lideres de opinião, buscadores de valor, consumidores de modelo padrão e consumidor cauteloso que no remoer do livro todo.

[Vitalii K. · Rating 5 out of 5]

Probably the main point is:
It's not enough for companies to satisfy a customer. Because a customer wants a product/a service that benefits not only him/her. The customer wants to make sure that the company behind that product/service is making a positive contribution to our world and it doesn't prioritise making profits.

I agree with the point because I saw how the prioritisation of making profits ruins value of a product (think of giving excessive food for fishes in a fish farm so they weight more kilograms). Also, I saw how a pursuit of money can lead to negative consequences to the environment (selling real Christmas trees, for example), people health (think of sweet water producers or breeding chickens on growth stimulants).

[Yuri Olivares · Rating 2 out of 5]

Plantea que una marca debe tener una personalidad (debe personificarse e incluir creencias fundamentales indestructibles; marketing moderno). De todas formas, lo plantea mejor y en detalle, Sinek en su libro del Porqué ✅

El autor dice que los países desarrollados deben donar un 0,7% del PIB a los países pobres, una estupidez, dado que no considera que solo regalar aminora el incentivo ❌ El típico ejemplo de la caña de pescar (concepto de autosuficiencia ausente)

Habla de 'justicia social', lo que es un oxímoron:
• Justicia: dar a cada quien lo que le pertenece
• Justicia Social: quitar a unos para dar a otros
Introduce una dimensión colectiva a algo que es individual. Mal. ❌

[Joseph Theyos · Rating 4 out of 5]

A well planned book ....It show how time and ideas have changed the way of business in the world .
It talk about the mind frame of customer and how people are updating themself to the changes and how to be open minded when it come to change so that we are not left behind ...few more examples needed ....it gives great information on marketing and how to handle every situation ... planning to continue reading marketing 4.0

[Alex Castro Torres · Rating 4 out of 5]

A pesar del tiempo, todavía contiene elementos que deben incorporar las empresas, más específicamente los emprendedores en los mercados nuevos y regiones en vías de desarrollo. No todo es lucro, hay que cuidar y gestionar todos los actores de interés

[Toshi · Rating 5 out of 5]

This is about future (or already start appearing) of marketing. The bottomline is, however, about how ones should look at the world and treat fellow human beings. Very inspiring book, with practical marketing frameworks and many examples to learn form.

[Denny · Rating 5 out of 5]

the concept is really good. marketing have so many choice and the best choice is honesty

[Marcin Giżycki · Rating 5 out of 5]

Warto sobie uświadomić ten przekaz

[Alex Stender · Rating 5 out of 5]

If you haven't read Kotler, you don't know about marketing.

[Harold · Rating 5 out of 5]

Probably the most important concept on Marketing of the last few years!

[Pradyuman Singh Rajput · Rating 5 out of 5]

Philip Kotler at its best to thrive in the current scenario in marketing.

[Nicky · Rating 2 out of 5]

Started out strong, but then it got too theoretical and basic. The book mostly focuses on ethical marketing and SBEs, rather that practical customer-centric best practices.

[Amir Jabbari · Rating 2 out of 5]

A little far-fetched. Doubt the practicality of the concepts

[Farnaz_hosseini · Rating 3 out of 5]

For those who are working in the developed industry, most part of the book was already familiar! Although includes nice real case business studies but I am not fully satisfied!!

[Tyna DV · Rating 3 out of 5]

Good and pretty basic fundamentals. I would love to read more on 3.0 segments.

[Uwaisy Uwaisy · Rating 5 out of 5]

Buku yg membahas perkembangan landscape dunia pemasaran.