on 5 August 2010
Marketing 3.0 is by Philip Kotler et al,although it feels nothing like his great classic works and I'm wondering if it was written by 'et al' rather than the master himself.
The core of the book is that marketing 1.0 is considered to be the era of product centric marketing, 2.0 - consumer centric marketing and marketing 3.0 the era of values driven marketing. Philip Kotler needs no introduction, so I was a little surprised to find that these eras are presented as if they are discrete eras somewhat like the jurassic era and so on. Would Apple argue that marketing 1.0 dead i.e. features - benefits 'means to and end' marketing? I think not. And what about marketing 2.0? i.e. customer centricity / obsession? Is that now out of date.
Kotler has produced some fantastic books, but I'm disappointed to say that this is not one of them.
Author 'Best Practice Creativity' and 'Sex, Leadership and Rock'n'Roll'
on 4 January 2012
A smart book and a good read but ultimately unsatisfying in setting the tone for a big marketing breakthrough. Kotler argues that after marketing 1.0 (product focus) and 2.0 (customer focus) it's time for 3.0 (values driven). Some of his ideas hold true but it's more a hodgepodge of interesting examples and the desire to change than something this really as big as 1.0 and 2.0. Yes, companies need to look more after their place in society, care for the world and focus less on shareholder value. But people still want great products at affordable prices. Compared to his earlier works below par.
on 10 January 2011
I purchased Marketing 3.0 because of the endorsement of Professor Philip Kotler whom I have enthusiastically recommended as a central authority on marketing issues for at least two and a half decades. Whilst I commend the two principal authors for persuading him to feature his name as the lead author, I am disappointed with the laboured narrative and idiosyncratic use of English syntax which I found distracting. This leads me to question how much involvement Professor Kotler had in the writing of the book.
The authors have adopted the popular use of the word marketing as a verb. They have more or less ignored the central tenet of marketing as a philosophical concept that places human needs and wants as the focal point for business at strategic and operational levels.
The central theme of Marketing 3.0 is the importance of aligning a firm's ethos to its purpose. This does not, as the book infers, constitute original thinking or an original process. Incorporating a firm's purpose and ethos into modern strategic and operational business thinking and planning has been adopted by practitioners for many years.
Marketing 3.0 will be useful for managers who have previously focussed on product or process considerations, especially in developing regions of the world. The evolution of the origins of marketing is well constructed and I found the citations of other writers useful. The final chapter `Putting it all Together' is a simple summary of the actions required which are suggested by the authors. However, experienced marketing students and practitioners can save time by focussing on these final six pages.
on 2 August 2010
This book may revitalize tired marketing aficionados who are weary of the same old approaches. They will welcome the authors' contention that their field is entering a new, transformational phase. Philip Kotler, Hermawan Kartajaya and Iwan Setiawan explain the tremendous commercial and social potential of "Marketing 3.0," their name for a tactic that emphasizes reaching consumers by pursuing values that matter to them, like sustainability, public service and philanthropy. Even if the book is not groundbreaking, getAbstract applauds its refreshing belief in the potential power of strategic marketing initiatives based on an authentic regard for customers and social welfare. While this dual focus may be somewhat overambitious during challenging economic times, certainly corporate social responsibility has rarely been more important. The authors give it a boost by demonstrating how firms can use online social media to promote their values and their Marketing 3.0 cause-related agendas. Although some of the book's examples of firms that have achieved a positive impact with Marketing 3.0 seem a bit daunting - or even overblown - they also provide provocative, inspiring marketing ideas.