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Marketing 3.0: From Products to Customers to the Human Spirit

In: Marketing Wisdom

Author

Listed:
  • Philip Kotler

    (Kellogg School of Management, Northwestern University)

  • Hermawan Kartajaya

    (MarkPlus, Inc.)

  • Iwan Setiawan

    (MarkPlus, Inc.)

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.

Suggested Citation

  • Philip Kotler & Hermawan Kartajaya & Iwan Setiawan, 2019. "Marketing 3.0: From Products to Customers to the Human Spirit," Management for Professionals, in: Kartikeya Kompella (ed.), Marketing Wisdom, pages 139-156, Springer.
    • Handle: RePEc:spr:mgmchp:978-981-10-7724-1_10
    DOI: 10.1007/978-981-10-7724-1_10
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    Citations

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    Cited by:

    1. Hashim Zameer & Ying Wang & Muhammad Rashid Saeed, 2021. "Net‐zero emission targets and the role of managerial environmental awareness, customer pressure, and regulatory control toward environmental performance," Business Strategy and the Environment, Wiley Blackwell, vol. 30(8), pages 4223-4236, December.
    2. Meir Russ, 2022. "Knowledge Sharing and Sustainable Development," Sustainability, MDPI, vol. 14(5), pages 1-3, March.

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