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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Philip Kotler, Hermawan Kartajaya and Iwan Setiawan's book: "Marketing 3.0: From Products to Customers to the Human Spirit".
This complete summary of the ideas from Philip Kotler, Hermawan Kartajaya and Iwan Setiawan's book "Marketing 3.0" charts the movements of marketing strategies and suggests how businesses should market themselves today. In their book, the authors explain the evolution of marketing approaches in detail and the benefits that each of them brought. This summary also shows how we are currently moving from marketing 2.0 to 3.0: every company who wants to market effectively needs to understand that customers want to buy from companies who deal with issues which impact on all humans, such as sustainability and global warming.
Added-value of this summary:
• Save time
• Understand key concepts
• Expand your marketing knowledge
To learn more, read "Marketing 3.0" and discover the key to choosing your marketing approach and communicating with your customers.
Das E-Book können Sie in Legimi-Apps oder einer beliebigen App lesen, die das folgende Format unterstützen:
Seitenzahl: 32
Veröffentlichungsjahr: 2014
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Book PresentationMarketing 3.0 by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan
Book Abstract
About the Author
Important Note About This Ebook
Summary of Marketing 3.0 (Philip Kotler, Hermawan Kartajaya and Iwan Setiawan)
1. Key business trends which are driving the move to Marketing 3.0
2. The realities of Marketing 3.0
3. Marketing 3.0 in action
4. The 10 credos of Marketing 3.0
Book PresentationMarketing 3.0 by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan
Book Abstract
MAIN IDEA
Over the past 60 years, marketing has changed and evolved. These past and current evolutions can be classified in this way:
This transition from Marketing 2.0 to Marketing 3.0 is in the process of happening right now. Companies today are often a complex network of partners – employees, distributors, channel partners, dealers and suppliers. Increasingly, these broader networks are becoming mobilized to tackle issues which impact on all the human family such as sustainability, global warming, pollution, poverty, unemployment and rising population levels.
Marketing 3.0 is all about a company sharing and integrating its values, mission and vision with all its partners so as to ensure everyone acts in unison to achieve worthwhile goals.
About the Author
PHILIP KOTLER is professor of international marketing at Northwestern University’s school of management. He is widely considered to be the “Father of Modern Marketing.” Dr. Kotler has been ranked by the Wall Street Journal as one of the world’s top six most influential business thinkers. He is a graduate of the University of Chicago and the Massachusetts Institute of Technology. Dr. Kotler is the author of a number of books including Marketing Management, Principles of Marketing and Marketing: An Introduction.
HERMAWAN KARTAJAYA is founder and CEO of MarkPlus, Inc., a marketing and strategy professional services firm. The Chartered Institute of Marketing, United Kingdom named Mr. Kartajaya as one of the “50 Gurus Who Have Shaped the Future of Marketing.”
IWAN SETIAWAN is a senior consultant at MarkPlus, Inc.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of Marketing 3.0 (Philip Kotler, Hermawan Kartajaya and Iwan Setiawan)
1. Key business trends which are driving the move to Marketing 3.0
Consumers today are faced with broad ranges of choices for most products. Accordingly, they don’t just want products. They want products which work well and which are produced by companies which are working towards making the world a better place. The three driving forces of the move to Marketing 3.0 are:
Technological advances always have changed the nature of marketing throughout history. Marketing 1.0 really came into being as a result of the Industrial Revolution which suddenly meant factories were churning out larger volumes of products that had to be moved. Marketing 2.0 became an imperative as a result of the combination of information technology and the Internet. And similarly, the transition to Marketing 3.0 is now being driven by the availability of more new technology.
The three major forces which are combining to move the business landscape towards Marketing 3.0 are:
