Marketing 3.0: From Products to Customers to the Human Spirit

Brief Overview

The book «Marketing 3.0: From Products to Customers to the Human Spirit» by Philip Kotler offers a fresh perspective on marketing that goes beyond the traditional product and customer-focused approach. In an era where consumers are becoming more informed and socially responsible, companies must adapt to remain relevant. Kotler argues that Marketing
1.0 focuses on human values and aims to create more meaningful connections with consumers. This involves understanding cultural differences, social responsibility, and sustainable development. The book emphasizes the importance of building brands that not only meet functional and emotional needs but also support spiritual and social values, contributing to the betterment of society as a whole.