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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
    as

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    Citations

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    Cited by:

    1. Agag, Gomaa & Ali Durrani, Baseer & Hassan Abdelmoety, Ziad & Mostafa Daher, Maya & Eid, Riyad, 2024. "Understanding the link between net promoter score and e-WOM behaviour on social media: The role of national culture," Journal of Business Research, Elsevier, vol. 170(C).
    2. Hashim Zameer & Ying Wang & Muhammad Rashid Saeed, 2021. "Netā€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.
    3. Meir Russ, 2022. "Knowledge Sharing and Sustainable Development," Sustainability, MDPI, vol. 14(5), pages 1-3, March.

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