• The crux of the book is based on the simple values-based (not value) matrix above
which demonstrates how marketing today has shifted from Product-Centric (Rational
Marketing – 1.0 era – E.g., Volvo = safety), to Customer-Centric (Emotional
Marketing – 2.0 era) to today’s Human-Centric (Spiritual Marketing – 3.0 era ).
• Marketing 1.0 and 2.0 were about how a brands products and services would serve
its customers. Marketing 3.0 is about how a Brand connect with the human spirit of
its customers who desire that they assume their fair share of social responsibility for
issues that concern everyone (E.g., environment, hunger, poverty, human rights, health
and well being etc.).
• Brands that behave and conduct themselves properly with regard to the environment,
general community at large and create real meaningful demonstrable value that aligns
with the social good will be welcome and respected. The media will promote caring
companies which will influence buying behaviors.
• Kotler put forwards the believed that most nowadayds marketers are still stucked in
the past (i.e: Marketing 1.0 & Marketing 2.0). His new model for marketing treats
customers not just as consumers, but as complex, multi-dimensional human beings –
customers with complex human spirits who are active, engaged, anxious, informed,
creative and have the ability to easily connect with others.
Product, Price, Place and Promotion.
• These four P’s build the foundation of marketing that every marketing student has
been taught in the last few decades.
• Philip Kotler – dubbed by some as “the father of marketing” – was a significant force
in ushering in the consumer era (Marketing 2.0) from the more product centric era
(Marketing 1.0).
• While Kotler still stresses the importance of the 4P’s, he has identified three important
factors driving marketing towards a new era, fittingly dubbed, marketing 3.0.
These forces reflect current societal trends: the age of participation, the age of
globalization paradox, and the age of creative society.
• Marketing 3.0 calls attention to a more holistic and more consumer-involved approach
to marketing. This has been clearly evident with the emergence of social media.
The book is divided into 3 distinct parts: trends, the strategy and the application.
• The first analyzes the current situation, building a foundation based on current societal
trends. This enables the authors to delve into many of the issues influencing the
necessity for change and ultimately suggests revamping many current disciplines
of marketing - the Four P’s, STP(Segmenting, Marketing and Positioning) and
brand building – into the Three C’s – Cocreation, Communitization and Character
building. This leads to into three core concepts: identity, integrity and image, the main
objectives of marketing 3.0.
• The second part tackles how to communicate the marketing 3.0 concept to various
stakeholders: consumers, employees, channel partners and shareholders.
• In the final part, applying the marketing 3.0 theory, there is continued emphasis on the
social-responsibility of companies to act as social champions through philanthropy.
This ties into the responsibility companies have in acknowledging the need to create
more social business enterprises – companies making profit while positively impacting
the society in which it operates – to make product and service offering more accessible
to the ever-growing low-income population.
• Kotler argues that marketers have not truly been listening to the needs and wants
of consumers, eventually causing consumers to feel disconnected from product and
service offerings.
• Human needs and wants are becoming ever more complex, thus revamping the
hierarchy of needs, used by marketers.
• Marketing 3.0 going deeper than merely focusing on the product, services, relationship
with customers; it goes deep into human spirit - how the consumer’s buying decision
actually connect spiritually to their unique characters and preferences, which made
them made the decision to purchase or subscribe to the services rendered or products
offered.
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