Since graduating from college, I voraciously read a new marketing book every 10 days and in my library you’ll find several books by the father of modern day marketing Philip Kotler.
What I love about the guy is that even though his book Marketing Management: Analysis, Planning, Implementation and Control, 13th ed., is the most widely used marketing book in graduate business schools worldwide he never rests on his success and still innovates and tinkers with his marketing theories and models of how marketing works.
I’m a big Philp Kotler fan.
Now, here comes Kotler again with his latest creation (co-written with Hermawan Kartajaya), Marketing 3.0: From Products to Customers to the Human Spirit.
The central theme of the book is based on the simple values-based (not value) matrix above which demonstrates how marketing today has shifted from Product-Centric (Rational Marketing – 1.0 era – e.g., Volvo = safety), to Customer-Centric (Emotional Marketing – 2.0 era) to today’s Human-Centric (Spiritual Marketing – 3.0 era ).
Marketing 1.0 and 2.0 were about how a brands products and services would serve its customers. Marketing 3.0 is about how a Brand connect with the human spirit of its customers who desire that they assume their fair share of social responsibility for issues that concern everyone (e.g., environment, hunger, poverty, human rights, health and well being etc.).
Brands that behave and conduct themselves properly with regard to the environment, general community at large and create real meaningful demonstrable value that aligns with the social good will be welcome and respected. The media will promote caring companies which will influence buying behaviors.
Kotler posits that most marketers are stuck in the past. His new model for marketing treats customers not just as consumers, but as complex, multi-dimensional human beings – customers with complex human spirits who are active, engaged, anxious, informed, creative and have the ability to easily connect with others.
Marketing 3.0 addresses the complexity of the human spirit and S.C. Johnson is just one of the many brands Kotler cites as those who are creating products, services, and company cultures that lead, inspire, and reflect the values of their customers.
This recently released book is on my shopping list. I sure wish brands like BP will read it and embrace its philosophy – make sure you do!