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Marketing 3.0 in the tourism business
[Маркетинг 3.0 В Туристичному Бізнесі]

Author

Listed:
  • Олександр М Туник

    (KNUTE - Kyiv National University of Trade and Economics)

Abstract

The concept of marketing 3.0 was first described by Philip Kotler in collaboration with other researchers in the book Marketing 3.0. From products to consumers and further - to the human soul, "in which marketing is seen as an era of values. According to researchers, enterprises should consider people not only as consumers, but as full-fledged human beings, endowed with thoughts, emotions, and soul. For its part, interaction with consumers is aimed at shaping the values of the globalized world. In this context, enterprises require the formation of a mission, vision (vision) and values that are dedicated to meeting the important human needs in the social, economic and environmental spheres.

Suggested Citation

  • Олександр М Туник, 2017. "Marketing 3.0 in the tourism business [Маркетинг 3.0 В Туристичному Бізнесі]," Post-Print hal-01623027, HAL.
    • Handle: RePEc:hal:journl:hal-01623027
    DOI: 10.5281/zenodo.801652
    as

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