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Philip Kotler is bijzonder hoogleraar internationale Marketing aan de Kellogg Graduate School of Management van de Northwestern University in Chicago.
Meer over de auteursMarketing 3.0
From Products to Customers to the Human Spirit
Gebonden Engels 2010 1e druk 9780470598825Samenvatting
Understand the next level of marketing The new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers.
* Explains the future of marketing, along with why most marketers are stuck in the past * Examines companies that are ahead of the curve, such as S. C. Johnson * Kotler is one of the most highly recognized marketing gurus, famous for his "4 P's of Marketing" In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values.
Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.
Specificaties
Expertrecensies (4)
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Lezersrecensies
Over Philip Kotler
Over Hermawan Kartajaya
Over Iwan Setiawan
Inhoudsopgave
Preface
About the Authors
PART I: Trends
Chapter One: Welcome to Marketing 3.0
Chapter Two: Future Model for Marketing 3.0
PART II: Strategy
Chapter Three: Marketing the Mission to the Consumers
Chapter Four: Marketing the Values to the Employees
Chapter Five: Marketing the Values to the Channel Partners
Chapter Six: Marketing the Vision to the Shareholders
PART III: Application
Chapter Seven: Delivering Socio-Cultural Transformation
Chapter Eight: Creating Emerging Market Entrepreneurs
Chapter Nine: Striving for Environmental Sustainability
Chapter Ten: Putting It All Together
Index
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan