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PART I - TRENDS
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PART I - TRENDS
by Iwan Setiawan, Hermawan Kartajaya, Philip Kotler
Marketing 3.0: From Products to Customers to the Human Spirit
Title Page
Copyright Page
Dedication
Foreword
PREFACE
NOTE ON THE ORIGIN OF THIS BOOK
ABOUT THE AUTHORS
PART I - TRENDS
CHAPTER ONE - Welcome to Marketing 3.0
WHY MARKETING 3.0?
THE AGE OF PARTICIPATION AND COLLABORATIVE MARKETING
THE AGE OF GLOBALIZATION PARADOX AND CULTURAL MARKETING
THE AGE OF CREATIVE SOCIETY AND HUMAN SPIRIT MARKETING
MARKETING 3.0: COLLABORATIVE, CULTURAL, AND SPIRITUAL
NOTES
CHAPTER TWO - Future Model for Marketing 3.0
THE PAST 60 YEARS OF MARKETING: A BRIEF RETROSPECT
THE FUTURE OF MARKETING: HORIZONTAL NOT VERTICAL
SHIFT TO HUMAN SPIRIT: THE 3i MODEL
SHIFT TO VALUES-DRIVEN MARKETING
MARKETING 3.0: THE MEANING OF MARKETING AND THE MARKETING OF MEANING
NOTES
PART II - STRATEGY
CHAPTER THREE - Marketing the Mission to the Consumers
CONSUMERS ARE THE NEW BRAND OWNERS!
GOOD MISSION DEFINED
SUMMARY: PROMISE OF TRANSFORMATION, COMPELLING STORIES, AND CONSUMER INVOLVEMENT
NOTES
CHAPTER FOUR - Marketing the Values to the Employees
VALUES UNDER FIRE
VALUES DEFINED
VALUES WILL DO YOU GOOD
PRACTICE WHAT YOU PREACH
SUMMARY: SHARED VALUES AND COMMON BEHAVIOR
NOTES
CHAPTER FIVE - Marketing the Values to the Channel Partners
GROWTH MIGRATION AND COLLABORATION IMPERATIVE
CHANNEL PARTNERS IN MARKETING 3.0
SUMMARY: VALUES-DRIVEN CHANNEL PARTNERSHIP
NOTES
CHAPTER SIX - Marketing the Vision to the Shareholders
SHORT-TERMISM HURTS THE ECONOMY
LONG-TERM SHAREHOLDER VALUE = VISION OF SUSTAINABILITY
SUSTAINABILITY AND SHAREHOLDER VALUE
MARKETING VISIONARY STRATEGY
SUMMARY: BUSINESS CASE FOR MARKETING 3.0
NOTES
PART III - APPLICATION
CHAPTER SEVEN - Delivering Socio-Cultural Transformation
MARKETING TO THE POST-GROWTH MARKET
FROM PHILANTHROPY TO TRANSFORMATION
THREE STEPS TO TRANSFORMATION
SUMMARY: BUILDING TRANSFORMATION INTO YOUR COMPANY’S CHARACTER
NOTES
CHAPTER EIGHT - Creating Emerging Market Entrepreneurs
FROM PYRAMID TO DIAMOND, FROM AID TO ENTREPRENEURSHIP
THREE ENABLING FORCES AND FOUR REQUIREMENTS
THE MEANING OF SOCIAL BUSINESS ENTERPRISE
MARKETING FOR POVERTY ALLEVIATION
SUMMARY: ALLEVIATING POVERTY BY ENCOURAGING ENTREPRENEURSHIP
NOTES
CHAPTER NINE - Striving for Environmental Sustainability
THE THREE ACTORS IN SUSTAINING THE ENVIRONMENT
THE COLLABORATION OF THE INNOVATOR, THE INVESTOR, AND THE PROPAGATOR
TARGETING COMMUNITIES FOR GREEN MARKETING
SUMMARY: GREEN INNOVATION FOR SUSTAINABILITY
NOTES
CHAPTER TEN - Putting It All Together
10 CREDOS OF MARKETING 3.0
CREDO 1: LOVE YOUR CUSTOMERS, RESPECT YOUR COMPETITORS
CREDO 2: BE SENSITIVE TO CHANGE, BE READY TO TRANSFORM
CREDO 3: GUARD YOUR NAME, BE CLEAR ABOUT WHO YOU ARE
CREDO 4: CUSTOMERS ARE DIVERSE; GO FIRST TO THOSE WHO CAN BENEFIT MOST FROM YOU
CREDO 5: ALWAYS OFFER A GOOD PACKAGE AT A FAIR PRICE
CREDO 6: ALWAYS MAKE YOURSELF AVAILABLE, SPREAD THE GOOD NEWS
CREDO 7: GET YOUR CUSTOMERS, KEEP AND GROW THEM
CREDO 8: WHATEVER YOUR BUSINESS, IT IS A SERVICE BUSINESS
CREDO 9: ALWAYS REFINE YOUR BUSINESS PROCESS IN TERMS OF QUALITY, COST, AND DELIVERY
CREDO 10: GATHER RELEVANT INFORMATION, BUT USE WISDOM IN MAKING YOUR FINAL DECISION
MARKETING 3.0: IT’S TIME TO MAKE A CHANGE!
NOTES
INDEX
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ABOUT THE AUTHORS
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CHAPTER ONE - Welcome to Marketing 3.0
PART I
TRENDS
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