Marketing 3.0

Philip Kotler

Understand the next level of marketing The new model for marketing-Marketing 3. 0-treats customers not as mere consumers but as th... Mehr

Format:	Fester Einband
EAN:	9780470598825
Anzahl Seiten:	256

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Titel :	Marketing 3.0
Untertitel :	From Products to Customers to the Human Spirit
Autor:	Philip Kotler
EAN:	9780470598825
ISBN :	978-0-470-59882-5
Format:	Fester Einband
Herausgeber:	Wiley John + Sons
Genre:	Werbung & Marketing
Anzahl Seiten:	256
Gewicht:	382g
Größe:	H238mm x B168mm x T27mm
Jahr:	2010
Sprache:	Englisch

Beschreibung

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Understand the next level of marketing The new model for marketing-Marketing 3. 0-treats customers 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 for participation, creativity, community, and idealism.

Autorentext

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at North-western University's Kellogg School of Management, and once of the world's leading authorities on marketing. His wiriting has defined 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-five languages, and he regularly 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 Chartered Institute of Marketing, United Kingdom. Iwan Setiawan is a senior consultant at MarkPlus, Inc. where he consults for clients on marketing strategies.

Inhalt

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.

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