by Philip Kotler, Hermawan Kartajaya, Iwan Setiawan · LID Editorial Empresarial, S.L. · tapa blanda · ISBN 9788483564257
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«Marketing 3.0» is the marketing essay by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan, published by LID Editorial Empresarial in paperback.
It traces the evolution of marketing: from product to customer and on to a values-based approach. The authors place the shift in a fourth era of creativity, culture and environment, where profitability is balanced with corporate responsibility, and propose ten credos to give companies purpose.
It was published in 2012 in the Acción empresarial collection; the work consists of 224 pages in Spanish.
Aimed at executives, marketing professionals and business students seeking to steer corporate strategy towards values.
Philip Kotler is an American marketing author, consultant, and professor emeritus. He was the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University (1962–2018). He is known for popularizing the concept of the marketing mix. He is the author of over 80 books, including Marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Market Your Way to Growth, Winning Global Markets, Strategic Marketing for Health Care Organizations, Social Marketing, Social Media Marketing, My Adventures in Marketing, Up and Out of Poverty, and Winning at Innovation. Kotler has described strategic marketing as "the link between society's needs and its pattern of industrial response."
