Marketing 3.0 : From Products to Customers to the Human Spirit

Trends discusses the current models used in marketing and lays out the roadmap for the future model for marketing 3.0. The chapters in this part lay the foundation based on current societal trends. This enables Professor Kotler to delve into many of the issues prompting the change and ultimately suggesting the revamping of the Four P’s, STP (Segmenting, Marketing and positioning) and brand building – into the Three C’s – Co-creation, Communitization and Character building. This leads into three core concepts: identity, integrity and image, the main objectives of marketing 3.0.