Let me think of market 3.0 by Philip Kotler, from product to consumer to human spirit. People will buy for value but not marketing hard driving... Central ideas and argument To put the thesis of the book in context, the authors describe 3 ‘ages of marketing: Marketing 1.0 - product-centric, or the marketing of the industrial age, when marketing was about selling factory outputs. Marketing was transaction orientated: how to make a sale. Marketing 2.0 - consumer-based, where marketing is relationship orientated -how to keep customers coming back and buying more. Marketing 3.0 - the linkage of three building blocks Participation and collaborative marketing has been enabled by new wave technology, namely cheap computers and mobile phones, lower cost internet and open source, allowing individual self expression and collaboration with others, facilitated by social media. Marketing has shifted to inviting consumers to participate in the companys development of products and communications. Globalization paradox and cultural marketing. The authors argue that with globalization, comes a number of paradoxes: it liberates, but puts pressure on nations creating a level playing field for countries, but at the same time threatening them; it opens nations economically, but not politically. As a consequence, there is a need to put cultural issues at the heart of a companys business model. The rise in the creative society shapes the search for experiences. Consumers are now not only looking for products and services that satisfy their needs, but also experiences and business models that touch their spiritual side. So marketing has evolved. The contention is that companies hoping to thrive in the 3.0 future cannot do so alone. In this interlinked economy, to thrive they must collaborate with one another, with their shareholders, channel partners, their employees and their consumers.
Posted on: Mon, 31 Mar 2014 23:46:23 +0000
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