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Early Marketing Advertisements
Now a Days …
• Anxieties : Solution about making globalized world a better place
• Confusion : Deepest needs for social, environmental and economic justice in their mission, vision and values
• Not only functional and emotional
but human spirit fulfillment in products and services
To be a competitor :
All
stakeholders
Must SHARE its
mission, vision and
values AND
MARKET that
MARKETING 3.0
Out with the OLDIn with the NEW
Harshit Dhora (PC-07)Vipul Patil (PA-20)Mihir Pandit (PC-09)
MARKETING 3.0
Philip kotler • IM professor at the Kellogg
School of Management, NW Uni.
Hermawan Kartajaya • Founder and CEO of
MarkPlus, Inc.
Iwan Setiawan• Senior consultant at
MarkPlus, Inc.
• Marketed and Distributed in India by Times Group Books• Published by John Wiley and Sons, Inc., Hoboken, New Jersey• Pages : 188• Rs. 495• 3 parts and 10 Chapters
MARKETING 3.0
1
Key business trends
shape the human centric marketing
imperative
Foundation for Marketing 3.0
2
How the company can
market
corporate vision, mission and
values to each of the stakeholders
3
Implementations
solving global issues such as wellness,
poverty and environmental sustainability
contribution by the implementing 3.0
MARKETING 3.0
Mind Heart Spirit
Consumer centric
Human centric
Marketing 1.0
Marketing 2.0
Marketing 3.0
Product centric
Mind,Heart,Spirit
“Any customer can have a car painted any color that he wants so long as it is black”
MARKETING 3.0
Marketing 1.0 Product-centric
Marketing 2.0 Consumer-centric
Marketing 3.0Value-centric
Objective Sell products to the masses
Satisfy customers & brand loyalty
Meet emotional and rational needs of consumers
Enabling Forces Industrial Revolution Information technology Connectedness of consumers
How marketers see the market
Mass market Smarter consumers & mass market
People instead of segments
Key Marketing Concept
Product driven market Differentiation Value of product to consumers emotions
Value Propositions Functional Functional & emotional
Functional, emotional & rational
Interaction with consumers
Mass communication Micro segmentation Consumers collaborate with each other
Power of branding Marketers/companies Marketers/consumers Consumers
MARKETING 3.0
MAJOR FORCES THAT SHAPE THE BUSINESS LANDSCAPE TOWARD MARKETING 3.0
AGE OF PARTICIPATION AND
COLLABORATIVE MARKETING
AGE OF GLOBALIZATION PARADOX AND
CULTURAL MARKETING
AGE OF CREATIVE SOCIETY AND HUMAN
SPIRIT MARKETING
MARKETING 3.0 : AGE OF PARTICIPATION AND COLLABORATIVE MARKETING
Collaborative Social Media
Social Media
MARKETING 3.0 : AGE OF GLOBALIZATION PARADOX AND CULTURAL MARKETING
Political• Democracy vs
Capitalism
• China, Cash-rich nations
Economic• Avg. CEO
earns 400times more
• India has MT 50 billionaires
Sociocultural
• Jihad vs McWorld by Benjamin Barber
• Individual pressure
WORLD IS STILL ROUND
MARKETING 3.0 : AGE OF CREATIVE SOCIETY AND HUMAN SPIRIT MARKETING
Hunter
Farmer
Blue collar (Muscle power)
White collar (Left brain)
Artist (Right brain)
MARKETING 3.0
FUTURE OF MARKETINGThe Disciplines of Marketing Today’s Marketing
ConceptFuture Marketing Concept
Product Management 4 P’s Cocreation
Customer Management STP Communitization
Brand Management Brand Building Character building
MARKETING 3.0
Communitiztion
Pools Connected to IDEA (strong belief and affiliation)
Webs Connected to ONE ANOTHER (one-to-one)
Hubs Connected to a LEADER (loyal fan base)
Cocreation : Platform , Match own unique identities, Feedback and Enrichment
Character Building • Authenticity by Pine and Gilmore
MARKETING 3.0
Shift to Human Spirit : The 3i of Domino’s
BRAND
POSITIONING DIFFERENTIATION
3i‘Yeh Hai Rishton Ka Time’
‘Khushiyon ki Home Delivery’
Domino’s
Introduces a new product or initiates a new promotion
“You get fresh, hot pizza delivered to your door in 30 minutes or less—or it’s free.”
brand integrity
brand identity brand image
• Positioning : Just claim that alerts consumer to be cautious of inauthentic brand.• Differentiation: Brand’s DNA that reflects true integrity of the brand.• Brand identity : Positioning of brand in the mind of consumers• Brand integrity : Fulfilling what is claimed through the positioning and
differentiation (Credible, Promise and Trust) Target is SPIRIT
• Brand Image : Acquiring strong share of consumers’ emotions
MARKETING 3.0
The 3i of Revital
BRAND
POSITIONING
DIFFERENTIATION
3i‘Jiyo ji bhar ke’ – Live Life to the fullest
Revital
Daily Health SupplementValue Based
brand integrity
brand identity bran
d imag
e
MARKETING 3.0
Value-Based Matrix (VBM) Model
MIND HEART SPIRIT
MISSION(WHY)
Deliver SATISFACTION
Realize ASPIRATION
Practice COMPASSION
VISION(WHAT)
PROFITABILITY RETURNABILITY SUSTAINABILITY
VALUES(HOWS)
Be BETTER DIFFERENTIATE Make a DIFFERENCE
Mission Sell more Pizza, have more fun!
Vision No 1 in Pizza and People
Values • Treat people as you'd like to be treated.• Produce the best for less.• Measure, manage and share what's important.• Think big and grow.• Incentivise what you want to change.• Set the bar high, train, never stop learning.• Promote from within.• We are not ordinary, we are exceptional.
MARKETING 3.0
MIND HEART SPIRIT
Free Home Delivery,
Discounts, Birthday bangDeliver
Delicious Pizza
Different kinds of Pizza and side
orders
Constant Innovation
Sustaining Values : Report
World leader in Pizza delivery
Believing in people
One of the 100 best companies
for working with Less Costly with most benefits
STRATEGY
MARKETING 3.0
MARKETING 3.0
MARKETING THE MISSION TO THE CONSUMERS
MARKETING 3.0
COKE :Remember,1985 new coke story.Consumer backlash, not about new taste it ws about bond with the infamous secret formula.The new coke ruined the bond hence consumer shunned.Not case of product failure.
Canada story was different because coke did not have iconic status there.
Brand popularized the happy portrayal of Santa Claus in 1930.
1971”I would like to teach the world to sing”The mystery surrounding the original formula was considered the secret of happiness.
2009 “open happiness campaign”
“CONSUMERS GUARDING THE BRAND”
CONSUMERS ARE THE NEW BRAND OWNERS
MARKETING 3.0
CONSUMERS ARE THE NEW BRAND OWNERS
IKEA
2009 in cost saving move changed font from custom futura to verdanaOutrage on twitter.
IKEA meant smart stylish lifestyle.
Brands mission is implanted into consumers minds, hearts and spirits.Then brand is owned by consumers.
Real mistake was that they did not understand their brand mission as their consumer did.
Marketing 3.0 you really don’t own your brands once they are successful.
Companies have to live with the fact that exerting control over brand is almost impossible.
MARKETING 3.0
GOOD MISSION DEFINED
Means introducing new business perspective that can transform the lives of consumer.
Good mission
Consume
r empowermen
t
Bussiness as usual
Story
that moves
people
Business as usualHBR Publishes Break through ideas
Need strategic foresight.Possessed by charismatic and visionary leaders.
Their personal mission and brand mission are inseparable and most often same.
Not necessarily innovators or pioneers.Anita Roddick's and bill gatesGot inspiration from others made idea even bigger and more meaningful for humans.
MARKETING 3.0
Examples of business as unusual
Anita Roddick's :Brand: “THE BODY SHOP”Although copied brand name and idea of recycled packaging fromUS Co,1976She introduced idea of creating stories around cosmetics.
Original brand mission: Embed social activism in business.
Walt Disney:Brand: “THE WALT DISNEY CO.” Created successfully animated characters but also brought them into mainstream business with licensing and theme park experience.
Original brand mission: Create magical world for families
MARKETING 3.0
Drucker mentioned
“BUSSINESS SHOULD START FROM A GOOD MISSION , FINANCIAL RESULTS COME SECOND”.
Eg Amazon.Com earned first profits in 2001 after 7 years of existence.
Twitter Has not yet finalized on it s business model and how to monetize its service
Mark Zuckerberg decided to build communities and not to exit and find a buyer for Facebook.
GOOD MISSION Transformation or Change i.e making a difference
consumer unconsciously accept it as a part of its daily life
Human spirit marketing
MARKETING 3.0
Experience economy
Transformation economy
Where companies offering is consumers life transforming experience
Eg Jeff Benzos created kindle after amazonRethink how to persue their mission.
MARKETING 3.0
STORY THAT MOVES PEOPLE
Build compelling stories around ideas and engage with people emotions.
Example: Steve Jobs “ MASTER STORY TELLER ”He always begins with story after delivering stories he will talk about features and set of facts regarding the product.
1984 commercial introduction of Macintosh.
2001,i-pod would let people carry music libraries of entire life in their pockets.
2007,i-phone would easy to use device that combines music phone and internet.
Thus, Steve has delivered the mission of transformation for computing, music and phone industry over past 25 years.
MARKETING 3.0
CONSUMER EMPOWERMENT
Though individual consumer is weak their collective power is always bigger than power of firm.
Advertising network develop one-2-one, one-2-many or many-2-many.
Eg .Low cost consumer packaged goods
COALGATE : Brand mission to make people smile,is running consumer empowerment programme called “SMILE”
TIDE : BRAND MISSION TO CLEAN CLOTHES.PROGRAMME “LOADS OF HOPE”
Consumer should talk about brand story
MARKETING 3.0:CONVERSATION IS NEW ADVERTISINGAMAZON REVIEWS AND RECOMMENDATION FOR READERS.EBAYRATE BUYERS AND SELLERSPositive WOM consumer risk their own reputations.
MARKETING 3.0
CONSUMER EMPOWERMENT
Conversation is so strong that it helps when brand is in trouble
2010, SAAB motors was debt and operations were about to be closed.
“How saab saved my life”
“the rituals of flashing lights to other SAAB drivers”
The story of brands lives longer than the brand itself.
MARKETING 3.0
MARKETING THE VALUES TO THE EMPLOYEES
MARKETING 3.0
VALUES UNDER FIRE
Marketing related profession car sales person and advertising person were least admired.
Most admired were doctors teachers and nurses because they make personal difference in life of consumer.
Scandals:Enron,Tyco,Worldcom, Satyam.
Beating from both from consumers as well as employees.
Marketing 3.0: Convince both to take their values more seriously.Same story telling approach.
MARKETING 3.0
VALUES DEFINED
1. Permission to play2. Aspirational values3. Accidental values
Good values are those which are attracted collaborative technology , globalization cause cultural transformation to take quickly and frequently.
collaboration
cultural
creativity
3M
MARKETING 3.0
VALUE WILL DO YOU GOOD
ATTRACTING AND RETAINING TALENT
Advantages for competing for talent .Attract employees and retain them longerProductivity higher.
Prospective employees unconsciously compare their personal values with the values of corporation and look for a good fit.
Stats 50%MBA grads say that they are willing to take a pay cut to work in a socially responsible co.
Purpose and culture most important factor in BRIC countries.Well kept values improve employee loyalty.Change of ownership of a company reduce employee commitment. Eg. Body shop by LorealBen and jerry by Unilever
MARKETING 3.0
Back office productivity and front office quality
Values-driven employees not only work harder but also become better face of company.Their behaviour will be the part of brand stories that customer talk about.Employees should be seen as “value ambassador” customer judge authenticity looking at employees.Eg
Wegman employee are food ambassadors.
Best sales people in world are people who use and understand their product inside out.Eg ciscoexperience daily what it means to be well connected to everyone being a network company.
VALUE WILL DO YOU GOOD
MARKETING 3.0
VALUE WILL DO YOU GOOD
INTEGRATING AND EMPOWERING DIFFERENCESShared values integrate employees under one corporate culture.
Eg Rent a CarLong standing routineRecruit new college graduates tell them to work hard by washing and shuttling cars , teach long term relationship with customersProgress up the ranks and give them branch to run when they are ready.Humility employee pick up while washing builds relationship and transform them into friendly people.
SAME VALUES + LOCAL KNOWLEDGE = CUSTOMIZED LOCAL STRATEGY INTO DIFFERENT MARKET
MARKETING 3.0
PRACTICE WHAT YOU PREACH
Training should be practiced not only preached.
Marketing 3.0Not just training and coaching but aligning values with behavior.Transforming employees and empowering them to transform others.
CHANGE THE LIFE OF EMPLOYEESEg.S.C Johnson puts value in employee like cutomers
Balanced family-work lifestyle.
Couple can expect to get an overseas assignment together
No bussiness meetings on friday ,home aerly for family weekends.
MARKETING 3.0
PRACTICE WHAT YOU PREACH
SIX SEGMENTS OF EMPLOYEES:1. Low obligation and easy income:Quick wins2. Flexible support segment:Goes with flows3. Risk and reward: job challenges and excites4. Individual expertise and team success:Seeks collaboration5. Secure progress:Promising career path6. Expensive legacy:Lasting impact on co.
This segmentation helps company design signature experience and weed out unsuitable employees.
EMPOWER EMPLOYEE TO MAKE CHANGE
CHINESE PROVERB``TELL ME AND I WILL FORGET;SHOW ME AND I MAY REMEMBER;INVOLVE ME AND I WILL UNDERSTAND”
So companies need to invoved and empowered
MARKETING 3.0
MARKETING THE VALUES TO THE CHANNEL PARTNERS
MARKETING 3.0
GROWTH MIGRATION AND COLLABORATIVE IMPERATIVE
By 1999,dell was largest seller on internet ahead of Amazon.Com,E-bay and Yahoo combined.In 2005,growth stalled as in mature markets consumers saw computers as commodities and less concerned about customization. Dell needed direct indirect collaborating models.
Problems in Mature market:Consumer found other alternatives attractive.
In growth markets chindia people preferred high touch human interface than high tech internet interface.Dell secretly started in 2002 and in 2007 announced partnership with 11500 partners.
MARKETING 3.0: Channel partners are HYBRID of company consumers and employee.They have their own mission vision value and business modelOnly thing is they send to end consumers and form consumer interface just like employees.
MARKETING 3.0
CHANNEL AS COLLABORATORIn marketing 3.0They act as • Collaborator• Cultural change agent• Creative partners
CHANNEL AS COLLABORATOR: (SELECT THE FIT) .Mirroring the process.Should have identical purpose-identity-value
PURPOSE:Overall key objective of potential partner.Relatively easy to observe
IDENTITY:Relates to character of potential partner requires deeper investigation.
VALUES: More difficult to observe.They invove shared beliefs eith the channel partner.
Mirroring
Purpose Identity
Purpose Identity
Channel Partners
Company
Values
Values
MARKETING 3.0
CHANNEL AS COLLABORATOR
Body shop :As imperative for growth emerged multi channel approach was adopted.Anita Roddick's was interested in people interested to make difference rather than people making profits.Women were more likely than men to share her same social and environmental values.(90%partners were women initially).
Channel partners as cultural change agents (distributing the story)Sometimes channel partners manage consumer interface
Co does not directly communicate with consumers
It demands consistent personal approach.
Eco friendly benefits.Eg Maria Yee the role of partners is not only to convince Brand positioning but also to promote overall eco friendly Benefits.
MARKETING 3.0
CHANNEL AS COLLABORATOR
CONSUMERS THEMSELVES ARE CHANNEL PARTNERS
Biggest issue in marketing for poor is access.
India:Socially responsible distribution is best modeled.
ITC: e-choupal:enables farmers to access information on weather and crop prices and sell their produce directly through consumers without middle men.Also choupal sagars concept of minimalls that sell products from consumer goods to health and financial services.
Hindustan leversEmpower rural women”Shakti Amma”
MARKETING 3.0
CHANNEL AS CREATIVE ALLY :MANAGING THE RELATIONSHIPThey not only distribute but also provide customer touch pointsIn it industry the channel partners are perceived as value added resellers capable of delivering solutions while manufacturers are peceived as seller of commodities.
Retailers help in regular info sharing & strategy planning.
CREATIVE CHANNEL PARTNER STAGES:1. Single stage channel2. Multistage channel3. Territory based channel4. Integrated multichannel stages.
MARKETING 3.0
MARKETING THE VISION TO THE SHARE HOLDERS
MARKETING 3.0
SHORT TERMISM HURTS ECONOMY
Sep 2008 LEHMAN BROTHER collapse158 years old company survived turbulent times of great depression in 1930’sBut couldn’t survive 13 months of financial crisis.
Warren Buffet and Louis Gerstner put joint statement to put an end to short term in financial markets.It hurts long term value creation for shareholders and hurts economy badly.
And encourage patience in investments.
Not only Share holders but all stake holders like consumers, employees channel partners, government non profits and public at large.
MARKETING 3.0
Long term shareholder value = Vision of Sustainability
POLARIZATION:MATURE MARKETS OR IMPOVERISHED MARKET
Top end market Is maturing and high end consumers are becoming more concerned about sustainability They need to touch human spirit with sustainable business model.They pay higher for sustainable practices.
In growth markets,Large consumer base at bottom of pyramid,Disruptive technologies is normally solution for poor society.
SCARCE RESOURCES AND EARTH HAS A LIMIT:1980’s focus was on preventing pollution1990’s consumer centric practices product steward Practices.Enviornment friendly products.Those who manage scarcity of resources will be ultimate winners.Initially whole foods for niche markets then 2006 walmart embraced the same concept no longer to be niche.
MARKETING 3.0
Wal-Mart Turns Green
Walmart pledged to improve productivity more enviornmentally sound practices.By going green.
Wal-Mart announced in 2005 that it will be a “good steward to the environment” and will spend $500 million a year to increase fuel efficiency in Wal-Mart’s truck fleet by
25% over three years; reduce greenhouse gases by 20% in seven years; reduce
energy use at stores by 30%; and cut solid waste from U.S. stores and Sam’s Clubs by
25% in three years.
ENVIORNMENTAL SUSTAINABILITY WILL SHAPE FUTURE OF BUSSINESS IN NEXT 25 YEARS.
MARKETING 3.0
SUSTANABILITY AND SHAREHOLDER VALUE
Indices now measure how well a company performs in the triple bottom line: profit, planet, and people.
The AIM:To encourage companies to improve their economic, environmental, and social impact on the society.
Company Approach
FTSE4Good Index Good companies work toward environmental sustainability, have positive relationship with all stakeholders, protect universal human rights, possess good supply chain labor standards, and counter bribery practices
Dow Jones Sustainability Index
Corporate sustainability as “a business approach that creates long-term shareholder value by embracing opportunities and managing risks deriving from economic, environmental and social developments.”
Goldman Sachs Introduce the GS Sustain Focus List, which includes the list of companies with sustainable practices
How Will Your Company Be Measured?
MARKETING 3.0
MARKETING A VISIONARY STRATEGY
To convince shareholders, the company needs to provide tangible evidence that the practice of sustainability will improve shareholder value by creating a competitive advantage.
?Sustainability
Profitability Returnability
The issue is to find a linkage of between
sustainability, profitability, and
returnability
Profitability :short term goalReturnability :long term goal.Eg Amazon.Com and e-bay, Promise of returnability prevents shareholders from withdrawing investment's.
MARKETING 3.0
MARKETING A VISIONARY STRATEGY
THREE important metrics that can be quantified financially:Improved cost productivityINFLUENCE PROFITABILITY
Higher corporate brand value INFLUENCE RETURNABILITY
Higher revenue from new market opportunities INFLUENCE BOTH.
Improved cost productivity:Making a compelling story and communicate this long termsavings shareholders.Hence,CA bcoz of higher productivity as cost are rising.
Higher corporate brand value:Body shop challenged by journalist. Who doubted animal testing practices.So company cited its corporate brand that it is well known as non animal testing symbol
Now consulting firms like interbrand and brand finance valuate corporate barnd reputation and equity.
APPLICATION
MARKETING 3.0
Marketing to the Post growth market- Challenge Product- As Commodities 85% of American consumers have positive image of companies that supports social challenges- Survey by Cone Companies need to address the challenges in society and participate in finding solution
MARKETING 3.0
Delivering Socio-cultural Transformation
Two Forces oblige companies in a mature market to support a Transformation
MARKETING 3.0
Need for future growth
E.g. Disney on Children’s Nutrition
Call for strong differentiation
E.g. Wegmans on Healthy living
MARKETING 3.0
From Philanthropy to Transformation
Vertical Company Empowered
HorizontalConsumer Empowered
Philanthropy
Cause Marketing
Socio-CultureTransformation
Cultural S
pectrum
Lower C
ost,
Higher Im
pact
Higher B
usiness
Model Alig
nment
Self-Actualization
Basic Needs
Crea
tivity
Spe
ctru
m
Collaborative Spectrum
Education- 75% Companies
-American Express Body Shop
MARKETING 3.0
Three Stages of Transformation
Identify Socio-Cultural Challenges
- Identify current and predict future challenges- Challenges may include wellness (nutrition and healthcare),education, or social injustice
- For immediate impact : select constituents such as the middle class, woman, or the elderly- For future impact : select children and youth
- Provide behavior-changing solutions moving up the Maslow Pyramid- Aim toward more collaborative, cultural, and creative transformation
Select TargetConstituents
Offer TransformationalSolution
MARKETING 3.0
Quiz 1
From Pyramid to Diamond
From Aid to Entrepreneurship
Increased access amongst poor to IT Infrastructure Hyper competition at top and middle of the pyramid Govt. policy to discourage people from migrating to over crowded urban areas.
Great Leap Downward Disruptive Innovation
MARKETING 3.0
Creating Emerging Market Entrepreneurs
“A company that is making money while impacting the society in which it operates” Measures:
Stretches disposable income Expand disposable income Increase disposable income
“ Teaches people how to fish instead of giving them free fish”
MARKETING 3.0
SBE [ Social Business Enterprise]
MARKETING 3.0
The Marketing Model of an SBE
1 Segmentation Bottom of the Pyramid2 Targeting High volume communities3 Positioning Social business enterprise4 Differentiation Social entrepreneurship5 Marketing Mix
Product Products not Currently Accessible for low-income Customer
Price Affordable Promotion Word-of-Mouth Place Community Distribution
6 Selling Sales Force of Social Entrepreneurs7 Brand Iconic8 Service No-Frills9 Process Low-Cost
No Elements of Marketing
Social Business Enterprise Business Model
MARKETING 3.0
Alleviating poverty by Encouraging Entrepreneurship
Make a difference to solve the biggest issues of our times: Environmental sustainability
3 Actors in Sustaining the Environment The Innovator The Propagator The Investor
MARKETING 3.0
Green Marketing
The innovator invents the products that have the potential to save the environment, not products that simply do not harm nature and are environment friendly.• Gas emission reduce to 72% and further reduce to 15 % in 2015
MARKETING 3.0
The Innovator – Dupont case
Dupont’s Executive:“ My team knows when they walk into my office with an idea about a new product, it would better have a reduced environmental footprint or they walk right out because (if it doesn’t) I am not listening.”
“Its not easy being green……Being green is a catalyst for innovation”
MARKETING 3.0
Walmart- Never rated high as a good corporate citizen Ignorant of environmental issues 8% public discontinued their regular shopping- McKinsey report
“ Investor is someone who puts (money) to use, by purchase or expenditure, in something offering potential profitable returns, as interest, income or appreciation in value”
MARKETING 3.0
The Investor- Walmart case
“ The propagator is usually a smaller size company in a non- chemical/ biotechnology/ energy/ high tech industry.” The core differentiation usually lied in its green business model. “Nutrition label” on each pair of shoes
MARKETING 3.0
The Propagator- Timberland case
MARKETING 3.0
Innovator Propagator Investor
Enabler Promoter Amplifier
Natural resources dependence Current exposure to regulation Increasing potential for regulation
Competitive market for talent Low market power in highly competitive market Good environmental track records
High brand exposure Big environmental impact
Motivation of different actors
MARKETING 3.0
Four segments of the Green market
Trendsetter Value seeker Standard matcher
Cautious buyer
Segment profile
Tree hugger or visionary environmental enthusiast
Environmentalpragmatist
Environmental conservative
Environmental skeptics
Emotional and spiritual motivation for using green product
Rational motivation for using green product
Wait and see for green product to reach mass usage
Do not believe in green products
Positioning Eco advantage Eco efficiency Eco standard Not worth
MARKETING 3.0
Putting it all togetherCredo 1: Love your Customers. Respect your Competitors
Credo 2: Be sensitive to change, be ready to transform
Credo 3: Guard your name, be clear about who you are
Credo 4: Customers are diverse; go first to those who can benefit most from you
Credo 5: Always offer a good package at a fair price
Credo 6: Always make yourself available, spread the good news
Credo 7: Get your customers, keep and grow them
Credo 8: Whatever your business it is a service business
Credo 9: Always refine your business process in terms of quality, cost, and delivery
Credo 10: Gather relevant information, but use wisdom in making your final decision
“ For too long, marketers thought customer satisfaction was the goal of marketing activities. Marketing 3.0 makes the persuasive case that customer and societal welfare is the next frontier for companies”
Reference: Marketing 3.0 by Philip kotler, Hermawan Kartajaya, Iwan Setiawan
MARKETING 3.0
