Kotler / Kartajaya / Setiawan Marketing 3.0

From Products to Customers to the Human Spirit
1. Auflage 2010
ISBN: 978-0-470-60966-8
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 208 Seiten, E-Book

Understand the next level of marketing
The new model for marketing-Marketing 3.0-treatscustomers not as mere consumers but as the complex,multi-dimensional human beings that they are. Customers, in turn,are choosing companies and products that satisfy deeper needs forparticipation, creativity, community, and idealism.
In Marketing 3.0, world-leading marketing guru PhilipKotler explains why the future of marketing lies in creatingproducts, services, and company cultures that inspire, include, andreflect the values of target customers.
* Explains the future of marketing, along with why most marketersare stuck in the past
* Examines companies that are ahead of the curve, such as S. C.Johnson
* Kotler is one of the most highly recognized marketing gurus,famous for his "4 P's of Marketing"
In an age of highly aware customers, companies must demonstratetheir relevance to customers at the level of basic values.Marketing 3.0 is the unmatched guide to getting out front ofthis new tide sweeping through the nature of marketing.

Autoren/Hrsg.

Kotler, Philip

Kartajaya, Hermawan

Setiawan, Iwan

Inhaltsverzeichnis

Foreword.
Preface.
About the Authors.
PART I: Trends.
Chapter One: Welcome to Marketing 3.0.
Chapter Two: Future Model for Marketing 3.0.
PART II: Strategy.
Chapter Three: Marketing the Mission to the Consumers.
Chapter Four: Marketing the Values to the Employees.
Chapter Five: Marketing the Values to the Channel Partners.
Chapter Six: Marketing the Vision to the Shareholders.
PART III: Application.
Chapter Seven: Delivering Socio-Cultural Transformation.
Chapter Eight: Creating Emerging Market Entrepreneurs.
Chapter Nine: Striving for Environmental Sustainability.
Chapter Ten: Putting It All Together.
Index.

Über Autor(innen)

Philip Kotler is the S.C. Johnson & Son DistinguishedProfessor of International Marketing at North-western University'sKellogg School of Management, and once of the world's leadingauthorities on marketing. His wiriting has defined marketing aroundthe world for the past forty years. The recipient of numerousawards and honorary degrees from schools all over the world, heholds an MA from the University of Chicago and a PhD from MIT, bothin economics. Kotler has an incredible internationalpresence--his books have been translated into approximatelytwenty-five languages, and he regularly speaks on the internationalcircuit.
Hermawan Kartajaya is the founder and CEO of MarkPlus,Inc. and is one of the "50 Gurus Who Have Shaped the Future ofMarketing" according to the Chartered Institute of Marketing,United Kingdom.
Iwan Setiawan is a senior consultant at MarkPlus, Inc.where he consults for clients on marketing strategies.