BOOK REVIEWS
From Products to Customers to the Human Spirit Marketing 3.0
By Philip Kotler, Hermawan Kartajaya and Iwan Setiawan
Published by John Wiley & Sons ISBN-13: 978-0470598824
First conceptualised in 2005, the underlying premise of this book is that marketing has moved from being product- centric in the 1940s (Marketing 1.0), to being consumer- centric in the 1960s (Marketing 2.0), and now finally is evolving to being human-centric: where profit is balanced and can indeed by driven by corporate responsibility. The renowned Philip Kotler and his co-authors suggest that the paradigm shift is being driven by a number of fac- tors; from new wave technology driving consumer participa- tion and collaboration in shaping a brand’s life story via social media, to globalisation, which, paradoxically, can fuel locali- sation and the rise of the cultural brand. It’s suggested that society has never been so evolved, and that this accelerated social development in human civilisation sees a right brain, creative society replacing the working class, where con- sumers seek out brands that fulfil their spiritual needs. Interestingly, the book develops this concept and considers how global programmes to eradicate poverty, coupled with the rapid development of countries such as India and China (referred to as ‘the world’s factory’) are creating future mass markets of creative consumers. These demand brands to develop pre-emptive, customised market entry and develop- ment strategies for future success. A very interesting challenge is made to Maslow’s hierarchy of needs (with his apparent blessing!) against the back- ground of this changing society, which suggests that the pyra- mid should be inverted, with fulfilment of self-actualisation as the prime need of all human beings. The phrase ‘Business as Unusual’ coined by the late Anita Roddick of The Body Shop best describes some of the new ways businesses need to develop their strategic foresight for long-term sustainability – both corporate and environmental. Brands as diverse as Timberland and WalMart make for interesting case studies of how some of the theories advo- cated by Marketing 3.0 can make real commercial difference in an organisation. The authors constantly underline the need for Marketing 3.0 – as with any business strategy – to be a core part of the company’s DNA. It must be an authentic and real part of its raison d’être, mission and business model, or the new gener- ation of right brain, highly-evolved consumers that brands need to be engaging with – tweeters and Facebookers and
‘The authors
contantly underline the need for Marketing 3.0 – as with any business strategy – to be a core part of a company’s DNA’
bloggers – will uncover the truth immediately, and tell peo- ple! In an age of mutual low trust between consumers and brands, the authors suggest that marketing should be con- sidered as the major hope of a company to restore consumer trust.
I think that the book proposes some interesting new theo- ries of societal change that will in turn force businesses to reassess their values and mission. Whilst undoubtedly it is a heartening conclusion for the marketing profession to be seen as saviours in a time of recession, I wonder is it some- what of a convenient truth?
Órlaith Fortune (BBS 95, MBS 96) is marketing manager for Bulmers Original Irish Cider
UCD BUSINESS CONNECTIONS 35
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56