Goodreads helps you keep track of books you want to read.
Start by marking “Marketing 3.0: From Products to Customers to the Human Spirit” as Want to Read:
Marketing 3.0: From Products to Customers to the Human Spirit
Enlarge cover
Rate this book
Clear rating
Open Preview

Marketing 3.0: From Products to Customers to the Human Spirit

3.98  ·  Rating Details ·  988 Ratings  ·  48 Reviews
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.

In Marketing 3.0, world-leading marketing guru Phili
ebook, 208 pages
Published March 30th 2010 by Wiley (first published September 2007)
More Details... edit details

Friend Reviews

To see what your friends thought of this book, please sign up.

Reader Q&A

To ask other readers questions about Marketing 3.0, please sign up.

Be the first to ask a question about Marketing 3.0

Community Reviews

(showing 1-30)
filter  |  sort: default (?)  |  Rating Details
Eustacia Tan
Jan 23, 2012 Eustacia Tan rated it really liked it
After reading fiction for so long, I (strangely) craved some non-fiction to read. I guess it's all those rom-com novels finally affecting my brain. But no matter, my friend's dad (books now gravitate towards me ^^) lent me this really interesting book: marketing 3.0

Marketing 3.0 is divided into three simple parts - trends, strategy and application. The essence of marketing 3.0 is that now, customer's are involved and they want more - like environmental considerations. So, the marketer must learn
Pradit Pinyopasakul
Sep 10, 2012 Pradit Pinyopasakul rated it really liked it
In contrast to capitalism, I do support the concept of this book, that the new era is value driven. The business in this era should be good corporate citizenship or "Social Business Enterprise (SBE)". Consumers become Prosumers and play important role in Collaborative Marketing. The authors believe that people will support business with true Corporate Social Responsibility, and that finally the profits will follow. This can stem from Core Values of the organization that are shared among all stak ...more
Viktor Zakharchenko
Sep 05, 2011 Viktor Zakharchenko rated it liked it
Я вот думал, что являюсь исключением, не способным понять мудреца Котлера. Ан нет, более опытные в маркетинге коллеги тоже отметили - старик витает в облаках и стараеся всеми силами сохранить статус гуру-провидца. Не осилил больше 50 страниц...
Sep 13, 2012 Butch rated it it was ok
Shelves: on-my-kindle
Some good concepts but mostly environmental propaganda.
Feb 16, 2017 Cescuschrist rated it liked it
Shelves: marketing
Слишком много написано про The Body Shop - и при этом одного и того же.
Много введено понятий, которые размазываются по книге определениями, общими фразами, совершенно не показательными иллюстрациями.
Но есть пара интересных примеров про разные компании и их современный подход к работе с потребителями.

В целом, довольно бесполезная книга: все построено на best practices со слабенькой доказательной базой. А маркетинг - всё-таки точная наука.
Joana Botelho
Oct 22, 2013 Joana Botelho rated it really liked it
Shelves: favorites
Philip Kotler na obra Marketing 3.0 demonstra que, muitas vezes, a política da sustentabilidade é vista apenas como mera estratégia de comunicação de relações públicas ou marketing. Já alguns accionistas, consideram da sua responsabilidade devolver à sociedade parte do que a sua empresa está a beneficiar mas muito raramente conseguem perceber que a sustentabilidade é uma oportunidade para gerar lucro, melhorar a reputação e obter diferenciação.
Leia tudo em:
Jeffrey Williams
Dec 05, 2014 Jeffrey Williams rated it liked it
Philip Kotler has a storied career as a marketing instructor having written several key textbooks in the past. Unfortunately, compared to his other writings, this one is a disappointment. There isn't much new to Marketing 3.0 except for adding consumer voices through social media to the mix. While he tries to make it sound like it is fresh, there isn't much to differentiate it with what he calls Marketing 1.0 and Marketing 2.0. It's just a different way of retelling the same thing.
May 08, 2017 Denny rated it it was amazing  ·  review of another edition
the concept is really good. marketing have so many choice and the best choice is honesty
Dunia marketing memasuki era baru. Marketing 1.0 adalah tentang produk sebagai raja. Di era ini semua produsen berlomba-lomba menciptakan produk yang lebih berkualitas, lebih cepat, lebih tahan lama, lebih murah, dan sebagainya. Marketing 1.0 adalah tentang menciptakan jebakan tikus yang lebih baik. Berikutnya, marketing memasuki era baru. Marketing 2.0 adalah tentang konsumen sebagai raja. Di masa ini, pelayanan kepada konsumen lebih ditekankan. Kepuasan dan kesetiaan konsumen adalah titik kulm ...more
Aug 02, 2010 E rated it it was amazing  ·  review of another edition
Marketing with social purpose

This book may revitalize tired marketing aficionados who are weary of the same old approaches. They will welcome the authors’ contention that their field is entering a new, transformational phase. Philip Kotler, Hermawan Kartajaya and Iwan Setiawan explain the tremendous commercial and social potential of “Marketing 3.0,” their name for a tactic that emphasizes reaching consumers by pursuing values that matter to them, like sustainability, public service and philant
Ginan Aulia Rahman
"Kapitalis sekarang itu humanis." Orang-orang kiri dan sosialis pasti langsung gatel telinganya mendengar ini.

Pasar bebas gak jahat kok. Setiap pengusaha akan sekuat tenaga mempersembahkan daya dan upayanya untuk memuaskan konsumen, memberikan pelayanan luarbiasa baik dengan tawaran barang yang berkualitas. Serius! pasar bebas tidak jahat. kapitalisme tidak segitunya. Justru dengan ini peradaban berkembang dan kreatifitas tumbuh subur.


Kalau baca buku model seperti ini kita dibuat buta a
Shawn Buckle
Marketing 3.0 is about a transition from 1.0 - product marketing - to 2.0 - information technology/knowledge-based economy - to a holistic approach, which includes the customer as a human. Now don't let that steer you away from the book - Kotler makes his case without a granola-bar and pair of Birkenstocks.

His main argument is that along with traditional aspects like price and quality, a consumer's purchase decision now encompasses the idea that business must contribute to society. He uses case
Agus Jakarta
Aug 13, 2011 Agus Jakarta rated it really liked it  ·  review of another edition
An interesting book that tell about how a company can become a human centric company by implementing the Marketing 3.0 concept.
Company needs to pay attention to three building blocks of Marketing 3.0 which are Collaborative Marketing, Cultural Marketing, and Spiritual Marketing.
In the future, marketing practical will also based on three new base such as Co-creation, Communitization, and Character building.
In the end, this book give us 10 Marketing Credo that we can follow in order to implement t
Oct 11, 2014 Vicky rated it liked it
Average-ly O.K.
Kotler memang Bapak-nya Marketing, wajar kalau semua bukunya menarik untuk dibaca. Meski gayanya sangat lekat dengan gaya menulis text book pengantar kuliah, Kotler selalu meraciknya dengan contoh-contoh terbaru dari praktik marketing beberapa perusahaan besar.
Secara keseluruhan, buku kecil dan simpel ini menggambarkan ciri inti marketing termodern kala ini; Marketing 3.0. Kotler membahasnya lengkap mulai dari interaksi konsumen-konsumen, konsumen-perusahaan, perusahaan-distribu
Asher Wen
Jun 15, 2013 Asher Wen rated it really liked it  ·  review of another edition
Kotler, Kartajaya and Setiawan outline a new and bold vision of marketing to the human spirit - appealing to the increasing emphasis on values and actualization rather than simple transactions and functional benefits.

They proceed to argue that marketing that is focused on values actually bring more profitability and equity to companies than traditional marketing that is focused on products or customers.

As a young marketeer, this book makes me believe that businesses indeed has the ability to t
Cristiane Zaninelli
Jun 14, 2013 Cristiane Zaninelli rated it it was amazing
Marketing is in constant development, like human being and life. In this book, Kotler shows us that we cannot use old concepts to deal with new consumers. People want to be respected in their entirety - mind, soul and heart. They want to do business with companies worried about to make the world better. They are looking for jobs that provide sense of making difference. Marketing 3.0 highlights the importance of comprehend people values, and try to insert them in the business environment.
Hjalti Rognvaldsson
Oct 15, 2013 Hjalti Rognvaldsson rated it it was ok
Marketing 3.0 by Phillip Kotler is kind of boring. It's definitely an attempt to tap into the movement towards sustainability. If anyone should read it it's managers in big corporations who are trying to put together a CSR strategy for their brand.

I wrote a review of this book on my blog - Coffee & Reviews. Click the link to read the full review:
Balachandar Kaliappan
Marketing 3.0 by Philip Kotler, Hermanwan Kartajaya and Iwan Setiawan throws lights on how companies should move in the current scenario. The core concept Marketing 3.0 is about values based marketing and those values are nowadays embodied in "Sustainable development". This book tells us step by step procedures to inculcate the values into the organization. It starts from the customers, employees, stakeholders, and channel partners.
Roberta Bellitto
Aug 06, 2013 Roberta Bellitto rated it it was ok
Sinceramente molto al di sotto delle aspettative: poche e poco interessanti case history, osservazioni e critiche sullo stato del marketing non del tutto originali.
Probabilmente sono colpevole io di averlo letto in ritardo, ma in generale una delusione.
Salvo però l'ultimo capitolo (i 10 comandamenti) e la tabella 3.1 con i leader più visionari della storia. Basterebbe leggere solo quelli di tutto il libro per ispirarsi un po'.
Path Kittinat
ทำดีเขาไว รักทุกคน(ลูกคา ซัพพลายเออร ผูถือหุน) รักธรรมชาติ รักโลก
สรางแผนธุรกิจใหไปแนวนี คือ Marketing 3.0
ครึงแรกออกแนวธุรกิจ ครึงหลักออกแนวหนังสือรักธรรมชาติ แตไมคอยแปลกใหมอะไรเทาไร
ดูเหมือนสเกลของหนังสือจะกวางขยายรวมไปทังบริษัทเลย พนักงานตัวเลกคงมีแรงพลักดันใหเกิดผมอยางในหนังสือไวคงยากนัก เพราะมันไลไปจนถึงแกนรากของทังองคการเลยทีเดียว
คนแปลดีมาก อานงายงาย
Alfonso De
Jul 07, 2011 Alfonso De rated it it was amazing  ·  review of another edition
Kotler llama el Marketing 3.0 o la era del manejo de la mercadotecnia a través de los valores. Se está dejando de ver a la gente de un simple consumidor a un ser humano con inteligencia, corazón y espíritu. y aqui te indica como es el proceso en el cual debes de trabajar el marketing en la actualidad.
Shorel Kleinert
Oct 21, 2015 Shorel Kleinert rated it really liked it
"Cause marketing". Corporate social responsibility. Social value-add. People aren't hustling buying a product. They are investing in change agents. Biggest takeaway: supplying meaning is the future value proposition in marketing. How does my product transform lives and how do I tell that story? Because that is what people are buying once they reach middle class.
Romano Cappellari
Un'aggiornamento della tradizionale impostazione kotleriana verso un marketing più etico e responsabile o, per dirla con Fabris, verso il societing. L'impostazione presentata in questo volume è stata poi per molti versi inglobata nelle successive edizioni dei manuali di marketing management dello stesso autore
Felicitas Träumer
I'm utterly disappointed by this one. If you are a thinking marketing professional who has not lived on another planet for the last couple of years, this book brings no additional value to you since there is nothing new in it. However, if you are not into marketing AT ALL, this is a nice read that tells you about marketing's history and how it should work nowadays.
Epoy ariza
Mar 27, 2011 Epoy ariza is currently reading it
this is not just a book but a razor to slice and open your mind about how to survive in marketing

selling is not only about your product but how you will understand your consumer's dream and wish..


Samantha Brown
Sep 07, 2012 Samantha Brown rated it liked it
Definitely some good nuggets, but not as ground-breaking as I had expected. Overall, the majority of the credos need to brought to life at the corporate level. So hard to apply to my day-to-day, working on a (respectively) smaller brand.
Nisal Lakmal
Oct 09, 2013 Nisal Lakmal rated it it was amazing
One of the greatest book of Kotler, His prediction capability on marketing filed in amazing, Also anyone who reading this should give more attention to Green marketing model. Quite good examples and explanations regarding Green marketing!
Jiwa Rasa
Mar 15, 2011 Jiwa Rasa rated it it was amazing  ·  review of another edition
Philip Kotler, yang dianggap guru dalam ilmu pemasaran menganggap zaman pelanggan dianggap sebagai raja sudah berakhir. Ini zaman pemasaran versi 3.0 di mana media sosial menjadi menjadi penting dan perlu dihayati budayanya.
Jan 19, 2014 Mateus rated it really liked it
Good book for everyone who works with marketing or wish to learn the new era Marketing is coming in.
Bruce Flanagan
Mar 05, 2011 Bruce Flanagan rated it really liked it
A good read
« previous 1 3 4 5 6 7 8 9 next »
There are no discussion topics on this book yet. Be the first to start one »
  • Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management
  • The Social Media Marketing Book
  • Adland: A Global History of Advertising
  • The End of Marketing as We Know It
  • Marketing in the Age of Google: Your Online Strategy Is Your Business Strategy
  • New Wave Marketing: The World is Still Round, The Market is Already Flat
  • Inbound Marketing: Get Found Using Google, Social Media, and Blogs
  • Experience Economy: Work is Theatre & Every Business a Stage
  • Strategic Brand Management
  • Marketing Myopia
  • Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide
  • Guerrilla Social Media Marketing: 100+ Weapons to Grow Your Online Influence, Attract Customers, and Drive Profits
  • Differentiate or Die: Survival in Our Era of Killer Competition
  • The Fall of Advertising and the Rise of PR
  • Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR
  • Facebook Marketing for Dummies
  • The Zen of Social Media Marketing: An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue
  • Word of Mouth Marketing: How Smart Companies Get People Talking
Professor Kotler's book, Marketing Management, is the world's most widely used graduate level textbook in marketing. His other textbooks include Principles of Marketing and management: An Introduction and they are also widely used around the world.
Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that mar
More about Philip Kotler...

Share This Book