Marketing 3.0: From Products to Customers to the Human Spirit
Nội dung chia sẻ: Marketing 3
From Products to Customers to the Human Spirit PHILIP KOTLER HERMAWAN KARTAJAYA IWAN SETIAWAN marketing 3.0 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 corpo- rate cultures that inspire, include, and refl ect their cus- tomers’ values. Legendary marketing sage Philip Kotler and his col- leagues Hermawan Kartajaya and Iwan Setiawan have identifi ed this defi nitive break with earlier models as Marketing 3.0. Moving beyond product-based (Mar- keting 1.0) and consumer-based (Marketing 2.0) ap- proaches, 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. Custom- ers 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 collabo- rate successfully with customer-advocates. Marketing 3.0 also goes beyond “messaging” custom- ers to encompass how a company defi nes 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 pow- erful than ever before. Marketing 3.0 shows you how to demonstrate your relevance to this interconnected, global community, giving you an unmatched guide to winning in this new age of marketing. PHILIP KOTLER is the S.C. Johnson & Son Distin- guished Professor of International Marketing at North- western University’s Kellogg School of Management, and one of the world’s leading authorities on marketing. His writing has defi ned marketing around the world for the past forty years. The recipient of numerous awards and honorary degrees from schools all over the world, he holds an MA from the University of Chicago and a PhD from MIT, both in economics. Kotler has an incredible international presence—his books have been translated into approximately twenty-fi ve languages, and he regu- larly speaks on the international circuit. HERMAWAN KARTAJAYA is the founder and CEO of MarkPlus, Inc. and is one of the “50 Gurus Who Have Shaped the Future of Marketing” according to the Char- tered Institute of Marketing, United Kingdom. IWAN SETIAWAN is a senior consultant at MarkPlus, Inc. where he consults for clients on marketing strategies. $24.95 USA / $29.95 CAN K O T LE R K A R TA JA Y A S E T IA W A N m arketing 3.0 Jacket Images: iStockphoto Author Photographs: (Philip Kotler) © Nathan Mandell, (Hermawan Kartajaya) © Darwis Triadi “Marketing has lost some of its sway in recent years. This provocative book tells how marketing can regain trust and infl uence inside and outside the organization.” — Leonard L. Berry Distinguished Professor of Marketing, Texas A&M University, coauthor of Management Lessons from Mayo Clinic “Philip Kotler is again leading the way in strategic marketing with timely insight into a transformational period. Marketing 3.0 makes a compelling case for the competi- tive benefi ts of tapping into the human spirit to engage consumers.” — Dennis Dunlap CEO, American Marketing Association “Marketing 3.0 has important ideas for all senior managers. It clearly points the path to the values-driven human-centric fi rm. The innovative ‘ten credos’ integrate market- ing and values and provide personality and purpose to companies that practice them.” “For too long, marketers thought customer satisfaction was the goal of marketing activities. Marketing 3.0 makes the persuasive case that customer and societal welfare is the next frontier for companies. Consumers are demanding more from themselves and so should smart companies.” — Stephen A. Greyser Richard P. Chapman Professor of Business Administration, Emeritus, Harvard Business School — Nirmalya Kumar Professor of Marketing and Co-Director of the Aditya Birla India Centre at London Business School MATTE FINISH P1: OTA/XYZ P2: ABC fm JWBT240/Kotler March 8, 2010 12:44 Printer Name: Courier Westford, Westford, MA Download at eBookMF P1: OTA/XYZ P2: ABC fm JWBT240/Kotler March 8, 2010 12:44 Printer Name: Courier Westford, Westford, MA marketing 3.0 P1: OTA/XYZ P2: ABC fm JWBT240/Kotler March 8, 2010 12:44 Printer Name: Courier Westford, Westford, MA P1: OTA/XYZ P2: ABC fm JWBT240/Kotler March 8, 2010 12:44 Printer Name: Courier Westford, Westford, MA marketing 3.0 From Products to Customers to the Human Spirit PHILIP KOTLER HERMAWAN KARTAJAYA IWAN SETIAWAN JOHN WILEY & SONS, INC. Download at eBookMF P1: OTA/XYZ P2: ABC fm JWBT240/Kotler March 8, 2010 12:44 Printer Name: Courier Westford, Westford, MA Copyright C© by 2010 by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions. 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ISBN 978-0-470-59882-5 Printed in the United States of America. 10 9 8 7 6 5 4 3 2 1 Download at eBookMF P1: OTA/XYZ P2: ABC fm JWBT240/Kotler March 8, 2010 12:44 Printer Name: Courier Westford, Westford, MA “To the next generation of Marketers who will enhance the social and environmental contributions of the marketing discipline.” Philip Kotler “To my first grandson, Darren Hermawan, The Next Great Marketer.” Hermawan Kartajaya “To Louise for her endless support.” Iwan Setiawan P1: OTA/XYZ P2: ABC fm JWBT240/Kotler March 8, 2010 12:44 Printer Name: Courier Westford, Westford, MA P1: OTA/XYZ P2: ABC fm JWBT240/Kotler February 21, 2010 10:56 Printer Name: Courier Westford, Westford, MA CONTENTS Foreword ix Preface xi About the Authors xv PART I Trends Chapter One Welcome to Marketing 3.0 3 Chapter Two Future Model for Marketing 3.0 25 PART II Strategy Chapter Three Marketing the Mission to the Consumers 51 Chapter Four Marketing the Values to the Employees 69 Chapter Five Marketing the Values to the Channel Partners 87 Chapter Six Marketing the Vision to the Shareholders 101 vii Download at eBookMF P1: OTA/XYZ P2: ABC fm JWBT240/Kotler February 21, 2010 10:56 Printer Name: Courier Westford, Westford, MA viii CONTENTS PART III Application Chapter Seven Delivering Socio-Cultural Transformation 121 Chapter Eight Creating Emerging Market Entrepreneurs 137 Chapter Nine Striving for Environmental Sustainability 153 Chapter Ten Putting It All Together 169 Index 181 P1: OTA/XYZ P2: ABC fm JWBT240/Kotler February 21, 2010 10:56 Printer Name: Courier Westford, Westford, MA FOREWORD According to Alvin Toffler, human civilization can be divided into three waves of the economy. The first wave is the Agri- culture Age, in which the most important capital is the land for agriculture. My country, Indonesia, is undoubtedly rich in this type of capital. The second is the Industrial Age following the Industrial Revolution in England and the rest of Europe. The essential kinds of capital in this age are machines and the factory. The third era is the Information Age, where mind, in- formation, and high tech are the imperative types of capital to succeed. Today, as humanity embraces the challenge of global warming, we are moving toward the fourth wave, which is ori- ented to creativity, culture, heritage, and the environment. In leading Indonesia, this is my future direction. When I read.