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Record Nr. |
UNINA9910140591503321 |
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Autore |
Kotler Philip |
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Titolo |
Marketing 3.0 : from products to customers to the human spirit / / Philip Kotler, Hermawan Kartajaya, Iwan Setiawan |
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Pubbl/distr/stampa |
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Hoboken, N.J., : John Wiley & Sons, Inc., 2010 |
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ISBN |
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1-282-68750-6 |
9786612687501 |
1-118-25788-X |
0-470-60966-4 |
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Edizione |
[1st edition] |
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Descrizione fisica |
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1 online resource (207 p.) |
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Altri autori (Persone) |
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KartajayaHermawan |
SetiawanIwan |
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Disciplina |
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Soggetti |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Marketing 3.0: From Products to Customers to the Human Spirit; CONTENTS; FOREWORD; PREFACE; ABOUT THE AUTHORS; PART I: TRENDS; Chapter One: Welcome to Marketing 3.0; Chapter Two: Future Model for Marketing 3.0; PART II: STRATEGY; Chapter Three: Marketing the Mission to the Consumers; Chapter Four: Marketing the Values to the Employees; Chapter Five: Marketing the Values to the Channel Partners; Chapter Six: Marketing the Vision to the Shareholders; PART III: APPLICATION; Chapter Seven: Delivering Socio-Cultural Transformation; Chapter Eight: Creating Emerging Market Entrepreneurs |
Chapter Nine: Striving for Environmental SustainabilityChapter Ten: Putting It All Together; INDEX |
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Sommario/riassunto |
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Understand the next level of marketing The new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures |
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that inspire, include, and reflect the values of target customers.Explains the future o |
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