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Remember Henry Ford's famous comment about the Model T? "Any customer can have a car painted any color that he wants so long as it is black." Companies, and marketing, have changed a lot since then.
In "Marketing 3.0: From Products to Customers to the Human Spirit," marketing thought leader, author and professor Philip Kotler; founder and CEO of MarkPlus, Hermawan Kartajaya; and senior consultant at MarkPlus, Iwan Setiawan, set out to explain how far marketing has come since Ford's Model T—since the age of Marketing 1.0.
According to the Kotler, Kartajaya and Setiawan, Marketing 1.0 was the "product-centric era," where marketers appealed to their customers' minds; Marketing 2.0 was the "customer-centric era," where marketers appealed to their customer's emotions; and Marketing 3.0 is the "values-driven era," where marketers attempt to make a deeper connection with their customers in an age of transparency and social responsibility. "Instead of treating people simply as consumers, marketers approach them as whole human beings with minds, hearts and spirits. ... consumers are looking for solutions ... they search for companies that address their deepest needs for social, economic and environmental justice in their mission, vision and values," writes the authors.
The book breaks down into trends, marketing strategies and applications, with quick company examples dispersed throughout the latter. Readers can learn from the frontrunners of Marketing 3.0: The Body Shop, Dupont, Timberland, Toyota, Wegmans and others like them.
"Marketing 3.0" isn't necessarily a book for your marketer's toolbox, but it is thought-provoking and its message is important for everyone to be aware of, from the CMO to the marketing assistant. As more companies make these practices a part of their corporate cultures, then this marketing model will stick. You can either join or be left in the dust.
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