Marketing 3.0 From Products to Customers to the Human Spirit
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Uitgever: John Wiley & Sons Inc
Auteur:
Philip Kotler
Hermawan Kartajaya
Co-auteur:
Iwan Setiawan
- Engels
- Hardcover
- 9780470598825
- 25 mei 2010
- 188 pagina's
Philip Kotler
Philip Kotler is S.C. Johnson & Son Distinguished Professor of International Marketing aan de J.L. Kellogg Graduate School of Management van de Northwestern University te Chicago. Hij heeft zijn mastergraad behaald aan de University of Chicago en promoveerde in de economie aan het Massachusetts Institute of Technology (MIT). Kotler is de auteur van 'Marketing management: analysis, planning, implementation and control'. Hij heeft verschillende andere succesvolle boeken geschreven en meer dan honderd artikelen gepubliceerd in toonaangevende vakbladen.
Samenvatting
Today s customers are choosing products and companies that satisfy deeper needs for creativity, community, and idealism. Leading companies realize they must reach these highly aware, technology enabled customers, and that the old rules of marketing won t help them do this. Instead, they must create products, services, and corporate cultures that inspire, include, and reflect their customers values.
Legandary marketing sage Philip Kotler and his colleagues Hermawan Kartajaya and Iwan Setiawan have identified this definitive break with earlier models as Marketing 3.0. Moving beyond product based (Marketing 1.0) and consumer based (Marketing 2.0) approaches. Marketing 3.0 takes a holistic approach to customers as multidimensional, values driven people, even as potential collaborators.
Marketing 3.0 clearly lays out the authors key ideas and gives you real world examples so you can implement Marketing 3.0 practices at your organization. Customers have realized that their purchasing power has a global impact, and they are acting accordingly and talking to each other about the choices they make. Marketing 3.0 explains how you can engage this conversation, position your brand as a positive force in the world, and collaborate successfuly with customer advocates.
Marketing 3.0 also goes beyong ''messaging'' customers to encompass how a company defines and embodies its values for a variety of stakeholders. It explores how brands have an impact on issues such as poverty. socio cultural change, and environmental sustainability. It also looks at how values driven marketing affects employees, channel partners, and shareholders.
Customers are more aware, more active, and more powerful than ever before. Marketing 3.0 shows you how to demonstrate you relevance to this interconnected, global community, giving you an unmatched guide to winning in this new age of marketing.
Legandary marketing sage Philip Kotler and his colleagues Hermawan Kartajaya and Iwan Setiawan have identified this definitive break with earlier models as Marketing 3.0. Moving beyond product based (Marketing 1.0) and consumer based (Marketing 2.0) approaches. Marketing 3.0 takes a holistic approach to customers as multidimensional, values driven people, even as potential collaborators.
Marketing 3.0 clearly lays out the authors key ideas and gives you real world examples so you can implement Marketing 3.0 practices at your organization. Customers have realized that their purchasing power has a global impact, and they are acting accordingly and talking to each other about the choices they make. Marketing 3.0 explains how you can engage this conversation, position your brand as a positive force in the world, and collaborate successfuly with customer advocates.
Marketing 3.0 also goes beyong ''messaging'' customers to encompass how a company defines and embodies its values for a variety of stakeholders. It explores how brands have an impact on issues such as poverty. socio cultural change, and environmental sustainability. It also looks at how values driven marketing affects employees, channel partners, and shareholders.
Customers are more aware, more active, and more powerful than ever before. Marketing 3.0 shows you how to demonstrate you relevance to this interconnected, global community, giving you an unmatched guide to winning in this new age of marketing.
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- Hardcover
- Oorspronkelijke releasedatum
- 25 mei 2010
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- 188
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- Hoofdauteur
- Philip Kotler
- Tweede Auteur
- Hermawan Kartajaya
- Co Auteur
- Iwan Setiawan
- Hoofduitgeverij
- John Wiley & Sons Inc
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