Marketing 3.0

Marketing 3.0: From Products to Customers to the Human Spirit......Page 5
CONTENTS......Page 9
FOREWORD......Page 11
PREFACE......Page 13
ABOUT THE AUTHORS......Page 17
PART I: TRENDS......Page 19
WHY MARKETING 3.0?......Page 21
THE AGE OF PARTICIPATION AND COLLABORATIVE MARKETING......Page 23
THE AGE OF GLOBALIZATION PARADOX AND CULTURAL MARKETING......Page 30
THE AGE OF CREATIVE SOCIETY AND HUMAN SPIRIT MARKETING......Page 35
MARKETING 3.0: COLLABORATIVE, CULTURAL, AND SPIRITUAL......Page 39
NOTES......Page 40
THE PAST 60 YEARS OF MARKETING: A BRIEF RETROSPECT......Page 43
THE FUTURE OF MARKETING: HORIZONTAL NOT VERTICAL......Page 47
SHIFT TO HUMAN SPIRIT: THE 3i MODEL......Page 52
SHIFT TO VALUES-DRIVEN MARKETING......Page 57
NOTES......Page 63
PART II: STRATEGY......Page 67
CONSUMERS ARE THE NEW BRAND OWNERS!......Page 69
GOOD MISSION DEFINED......Page 71
SUMMARY: PROMISE OF TRANSFORMATION, COMPELLING STORIES, AND CONSUMER INVOLVEMENT......Page 84
NOTES......Page 85
VALUES UNDER FIRE......Page 87
VALUES DEFINED......Page 89
VALUES WILL DO YOU GOOD......Page 93
PRACTICE WHAT YOU PREACH......Page 98
SUMMARY: SHARED VALUES AND COMMON BEHAVIOR......Page 101
NOTES......Page 102
GROWTH MIGRATION AND COLLABORATION IMPERATIVE......Page 105
CHANNEL PARTNERS IN MARKETING 3.0......Page 107
SUMMARY: VALUES-DRIVEN CHANNEL PARTNERSHIP......Page 116
NOTES......Page 117
SHORT-TERMISM HURTS THE ECONOMY......Page 119
VISION OF SUSTAINABILITY......Page 121
SUSTAINABILITY AND SHAREHOLDER VALUE......Page 125
MARKETING VISIONARY STRATEGY......Page 128
NOTES......Page 133
PART III: APPLICATION......Page 137
MARKETING TO THE POST-GROWTH MARKET......Page 139
FROM PHILANTHROPY TO TRANSFORMATION......Page 142
THREE STEPS TO TRANSFORMATION......Page 146
SUMMARY: BUILDING TRANSFORMATION INTO YOUR COMPANY’S CHARACTER......Page 151
NOTES......Page 152
FROM PYRAMID TO DIAMOND, FROM AID TO ENTREPRENEURSHIP......Page 155
THREE ENABLING FORCES AND FOUR REQUIREMENTS......Page 157
THE MEANING OF SOCIAL BUSINESS ENTERPRISE......Page 159
MARKETING FOR POVERTY ALLEVIATION......Page 162
NOTES......Page 167
THE THREE ACTORS IN SUSTAINING THE ENVIRONMENT......Page 171
THE COLLABORATION OF THE INNOVATOR, THE INVESTOR, AND THE PROPAGATOR......Page 178
TARGETING COMMUNITIES FOR GREEN MARKETING......Page 179
SUMMARY: GREEN INNOVATION FOR SUSTAINABILITY......Page 183
NOTES......Page 184
10 CREDOS OF MARKETING 3.0......Page 187
CREDO 1: LOVE YOUR CUSTOMERS, RESPECT YOUR COMPETITORS......Page 188
CREDO 2: BE SENSITIVE TO CHANGE, BE READY TO TRANSFORM......Page 190
CREDO 4: CUSTOMERS ARE DIVERSE; GO FIRST TO THOSE WHO CAN BENEFIT MOST FROM YOU......Page 191
CREDO 5: ALWAYS OFFER A GOOD PACKAGE AT A FAIR PRICE......Page 192
CREDO 6: ALWAYS MAKE YOURSELF AVAILABLE, SPREAD THE GOOD NEWS......Page 193
CREDO 8: WHATEVER YOUR BUSINESS, IT IS A SERVICE BUSINESS......Page 194
CREDO 10: GATHER RELEVANT INFORMATION, BUT USE WISDOM IN MAKING YOUR FINAL DECISION......Page 195
NOTES......Page 196
INDEX......Page 199