Marketing 3.0: From Products to Customers to the Human Spirit

Historical Context and Significance

Philip Kotler's book «Marketing 3.0: From Products to Customers to the Human Spirit» represents a significant milestone in the evolution of marketing concepts. It introduces the idea of value-driven marketing, where companies aim not only to meet customer needs but also to consider their values and aspirations. This work highlights the importance of social responsibility and sustainable development in business, reflecting changes in consumer and societal expectations. The book has had a substantial impact on marketing culture, encouraging companies to rethink their strategies and approaches to become more human-centric and focused on creating positive social impact. It has also sparked discussions about the role of business in addressing global issues and the importance of ethical practices in the corporate environment.