Marketing 3.0 Book Summary - Marketing 3.0 Book explained in key points
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Marketing 3.0 summary

From Products to Customers to the Human Spirit

4.2 (96 ratings)
17 mins

Brief summary

Marketing 3.0 by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan explores a new era in marketing, where companies prioritize values and social responsibility, connecting with consumers who seek a deeper meaning in their purchases.

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    Marketing 3.0
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    Advertising was transformed when consumers began participating in the design process.

    Remember the ‘80s? Back then, our relationship with entertainment media was different than it is today. It was something you passively consumed. Especially with activities like watching TV, the only “active” part usually involved snacking on some peanuts or popcorn.

    In those days, the distinction between the media and the masses was clear-cut, which made marketing a breeze. Marketers just had to explain how great their product was, and people would listen.

    But things are different these days.

    Widely accessible technologies have transformed media sources into networks of exchange. People don’t sit idly by and consume their news, ideas and entertainment. Instead, they actively create them, marking our time as the age of participation.

    Two main factors account for this shift: first, technologies have emerged that allow us to connect and interact with others quickly and easily; second, these technologies have become much cheaper with the growth of open source sites. As a result, practically everybody can afford to participate.

    Especially through social media, the internet has transformed participation. But social media can itself be broken down into two categories.  

    The first is called expressive social media and includes blogs, Facebook, Youtube, Twitter and other channels through which people share their personal views. The second is collaborative social media, which uses open sourcing, meaning it can be developed and changed by almost anyone. A well-known example is Wikipedia.

    The rise of social media in general has also transformed advertising. Consumers now tend to trust the people in their social networks more than advertisers.

    As a result, classic advertising methods are losing influence and more companies are focusing on social media. In fact, collaborative social media has opened up new ways to win over customers because it allows consumers to develop products using shared platforms provided by companies.

    For instance, through its open innovation program, Connect + Develop, Procter & Gamble enlists its customer base in the product design process.

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    What is Marketing 3.0 about?

    Marketing 3.0 is a handbook to the marketing strategies of tomorrow. These blinks explain how old tactics have grown outdated as people search for meaning in their lives and the companies that can provide it. Read on to learn how you can adapt your marketing strategy to the changing nature of consumer preferences.

    Marketing 3.0 Review

    Marketing 3.0 (2010) is an insightful book that explores the evolution of marketing and highlights the importance of putting people first in the digital age. Here's why this book is worth reading:

    • Provides a holistic approach to marketing, focusing on the intersection of technology, ethics, and human values.
    • Offers practical frameworks and strategies for implementing purpose-driven marketing, creating meaningful connections with customers.
    • Through real-world case studies and examples, the book demonstrates how companies can successfully navigate the modern marketing landscape, making it a captivating read.

    Best quote from Marketing 3.0

    Any customer can have a car painted any color that he wants, so long as it is black. - Henry Ford

    —Philip Kotler, Hermawan Kartajaya and Iwan Setiawan
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    Who should read Marketing 3.0?

    • Entrepreneurs who are interested in the newest marketing strategies
    • Business leaders curious about how companies can respond to new business trends
    • Any CEO, marketer or investor

    About the Author

    Professor Philip Kotler is a former director of the American Marketing Association and is known as one of modern marketing’s founding fathers. He teaches international marketing at the Kellogg School of Management at Northwestern University

    Hermawan Kartajaya is president of the World Marketing Association.. He has published five books with Philip Kotler and is the founder of MarkPlus Inc., a marketing consulting agency active in Southeast Asia.

    Iwan Setiawan is Chief Knowledge Officer at MarkPlus, Inc.


    Philip Kotler, Hermawan Kartajaya, Iwan Setiawan: Marketing 3.0 copyright 2010, John Wiley & Sons Inc. Used by permission of John Wiley & Sons Inc. and shall not be made available to any unauthorized third parties.

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    Marketing 3.0 FAQs 

    What is the main message of Marketing 3.0?

    Marketing 3.0 highlights the importance of human-centric marketing and the need for businesses to connect with the values and aspirations of their customers.

    How long does it take to read Marketing 3.0?

    The reading time for Marketing 3.0 varies, but it typically takes several hours. The Blinkist summary can be read in under 15 minutes.

    Is Marketing 3.0 a good book? Is it worth reading?

    Marketing 3.0 is worth reading as it offers valuable insights on connecting with customers on a deeper level and adapting to the changing marketing landscape.

    Who is the author of Marketing 3.0?

    Marketing 3.0 is co-authored by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan.

    What to read after Marketing 3.0?

    If you're wondering what to read next after Marketing 3.0, here are some recommendations we suggest:
    • Good Works! by Philip Kotler
    • Marketing 5.0 by Philip Kotler & Hermawan Kartajaya & Iwan Setiawan
    • Future Skills by Bernard Marr
    • Uptime by Laura Mae Martin
    • Million Dollar Habits by Brian Tracy
    • The Gen Z Effect by Thomas Koulopoulus and Dan Keldsen
    • How to Win Friends & Influence People by Dale Carnegie
    • SEO 2024 by Adam Clarke
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    • The Fortune Cookie Principle by Bernadette Jiwa