Marketing 3.0: From Products to Customers to the Human Spirit

Philip Kotler, Hermawan Kartajaya () and Iwan Setiawan
Additional contact information
Philip Kotler: Kellogg School of Management, Northwestern University
Hermawan Kartajaya: MarkPlus, Inc.
Iwan Setiawan: MarkPlus, Inc.

A chapter in Marketing Wisdom, 2019, pp 139-156 from Springer

Abstract: Abstract Since its introduction in 2010, Marketing 3.0 has become a well-accepted concept in many countries. It is extremely gratifying to observe companies increasingly treating customers as multi-dimensional, values-driven people, in some cases, potential collaborators too. Customers too feel empowered as they recognize the global impact of their purchasing and decision-making powers.

Keywords: Consumer Touch; Timberland; Delivering Customer Satisfaction; Holcim; Unique Brand (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-981-10-7724-1_10

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