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.

* Our summary is short, simple and pragmatic. It allows you to have the essential ideas of a big book in less than 30 minutes. By reading this summary, you will discover how to reconcile a company's social responsibility and profit. You will also discover : that marketing can be human-centered; how to regain consumer trust by engaging with them as equals; that the collective action of consumers will always be superior to the power of a company; how to be part of a corporate mission to transform the lives of consumers; how to make your employees ambassadors of your brand values; how to integrate social and environmental requirements into your mission, vision and values. Few companies manage to put accountability at the heart of their growth process. Yet there are more and more solutions to take this path, at a time when the evolution of society calls for this change. Indeed, today, performance can no longer be based solely on low prices or innovation. It's time for marketing to embrace more authentic values than abundance and materialism. The world is going through a period of rapid change: poverty and unemployment are rising, climate change and pollution are increasing. In addition, technology has shifted the world from mechanical to digital. Consumer behavior has changed and companies must be ready to communicate their new concerns, focusing on humanitarian and ethical issues. To forge a place for itself in this new dynamic, the company must find a way to balance profitability and social responsibility. How to market your vision, mission and values, in line with the expectations of today's society? *Buy now the summary of this book for the modest price of a cup of coffee!

Marketing Planning for Services is the answer to the challenge of creating marketing plans that produce significantly improved bottom-line results. It is written in a pragmatic, action-orientated style and each chapter has examples of marketing planning in practice. The authors highlight key misunderstandings about marketing and the nature of services and relationship marketing. The marketer is taken step-by-step through the key phases of the marketing planning process and alerted to the barriers that can prevent a service organisation being successful in introducing marketing planning. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. The world renowned authors also tackle key organisational aspects relating to marketing planning which can have a profound impact on its ultimate effectiveness. These include: marketing intelligence systems; market research; organisation development stages; marketing orientation. Marketing Planning for Services is for marketers in the service sector and students of marketing.

Strategic Marketing Planning concentrates on the critical planning aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process. Leading authors in this sector, Gilligan and Wilson offer current thinking in marketing and consider the changes it has undergone over the past few years. Updated information in this new edition includes: * Changing corporate perspectives on the role of strategic marketing activity * Changing social structures and the rise of social tribes * The significance of the new consumer and how the new consumer needs to be managed * New thinking on market segmentation * Changing routes to market * Developments in e-marketing * Changing environmental structures and pressures