Marketing 3. 0 From Products to Customers to the Human Spirit

ISBN-10: 0470598824
ISBN-13: 9780470598825
Edition: 2010
List price: $16.99 Buy it from $8.75
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Description: 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  More...

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Book details

List price: $16.99
Copyright year: 2010
Publisher: John Wiley & Sons, Limited
Publication date: 5/25/2010
Binding: Hardcover
Pages: 208
Size: 6.00" wide x 9.50" long x 0.75" tall
Weight: 1.034

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 with the 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 treated as 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 to participate 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 assume more 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.

Wesley Schultz is Professor of Psychology at California State University, San Marcos. His expertise is in social psychology, environmental psychology, and statistics. His work in these areas has focused particularly on social influence, and effective strategies for promoting conservation behavior. He has published extensively in these areas, with recent books on the Psychology of Sustainable Development (Kluwer, 2002), Attitudes and Opinions (Erlbaum, 2005), and Social Psychology: An Applied Perspective (Prentice-Hall, 2000). Over the past 10 years, he has published more than 40 book chapters and peer-reviewed articles, and given hundreds of professional and invited presentations around the world. In addition to his academic research and teaching, Professor Schultz maintains an active schedule of training and consulting with organizations interested in developing and implementing principles of social marketing. He has worked on projects for a variety of organizations, including the Environmental Protection Agency, National Institute of General Medical Science, National Institute of Justice, Keep America Beautiful, California Integrated Waste Management Board, and Opower. His work has been featured in Business Week, the NY Times, BBC International, National Public Radio, Time Magazine, and numerous other media outlets.Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Chicago. Kellogg was voted the �Best Business School� for six years in Business Week�s survey of United States business schools. It is also rated as the �Best Business School for the Teaching of Marketing.� Professor Kotler has significantly contributed to Kellogg�s success through his many years of research and teaching there.He received his master�s degree at the University of Chicago and his Ph.D. degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.Professor Kotler is the author of Marketing Management, the most widely adopted marketing book in MBA programs; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; High Visibility; Social Marketing; Marketing Places; Marketing for Hospitality and Tourism; Museum Strategy and Marketing; Standing Room Only; The Marketing of Nations, and Kotler on Marketing. He has published over 100 articles in leading journals, several of which have received best-article awards.He has been Chairman of the College of Marketing of the Institute of Management Sciences, Director of the American Marketing Association, Trustee of the Marketing Science Institute, Director of the MAC Group, former member of the Yankelovich Advisory Board, and member of the Copernicus Advisory Board. He has been a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation.

Foreword
Preface
About the Authors
Trends
Welcome to Marketing 3.0
Future Model for Marketing 3.0
Strategy
Marketing the Mission to the Consumers
Marketing the Values to the Employees
Marketing the Values to the Channel Partners
Marketing the Vision to the Shareholders
Application
Delivering Socio-Cultural Transformation
Creating Emerging Market Entrepreneurs
Striving for Environmental Sustainability
Putting It All Together
Index

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