Marketing 3.0: From Products to Customers to the Human Spirit

Book Review

Philip Kotler's book «Marketing 3.0: From Products to Customers to the Human Spirit» has received positive reviews from critics for its innovative concept that expands the traditional boundaries of marketing. Critics note that Kotler proposes a shift from focusing on the product and consumer to a deeper connection with the human spirit, which is particularly relevant in today's world where social and environmental issues are becoming increasingly significant. The book emphasizes the importance of company values and mission, as well as the need to consider social and cultural changes. Critics also praise Kotler for his ability to adapt complex concepts to practical application, making them accessible to a wide range of readers. However, some reviewers point out that the book may be too theoretical for those seeking specific tactics and strategies. Overall, «Marketing 3.0» is regarded as an important contribution to the development of marketing thought, offering companies a way to rethink their approaches in a rapidly changing world.