Marketing 3.0 : From Products to Customers to the Human Spirit

作者：PhilipKotler/HermawanKartajaya/IwanSetiawan

出版社：Wiley

副标题：FromProductstoCustomerstotheHumanSpirit

出版年：2010-5-3

页数：208

定价：USD24.95

装帧：Hardcover

ISBN：9780470598825

内容简介
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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. In Marketing 3.0 , world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Explains the future of marketing, along with why most marketers are stuck in the past Examines companies that are ahead of the curve, such as S. C. Johnson Kotler is one of the most highly recognized marketing gurus, famous for his "4 P's of Marketing" In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.

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营销革命3.0:从产品到顾客,再到人文精神

作者简介
······

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 Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers.

Explains the future of marketing, along with why most marketers are stuck in the past

Examines companies that are ahead of the curve, such as S. C. Johnson

Kotler is one of the most highly recognized marketing gurus, famous for his "4 P's of Marketing"

In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.

评论 ······

To the next generation of Marketers who will enhance the social and environmental contributions of the marketing discipline.

Blinkist扫过。怎么营销产品变成了如何去通过产品迎合、影响甚至塑造目标消费者的价值观，穿过了创造实际使用需求，而是价值需求，身份认同需求，社群连接需求，“假装参与产品设计而达到自我在创造的”错觉需求，让人成为人的需求，让每个人成为特别的人的需求，公司的使命、愿景和价值观变得空前重要，当然如果这一切显得特别真诚就更好了。消费者从被动变为“主动”。

The bible of marketing.

此书的strategy说的还是比较认可的

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