Book Tip No. 18 (2016): Marketing 3.0

Hoboken 2010.

When the old master of marketing Philip Kotler introduces a new era of marketing with the title “Marketing 3.0”, one can look forward to his considerations. His basic assumption: the development from product-centered marketing (50s/60s) to customer-centered marketing (70s/80s) leads to today’s value-oriented marketing (“Make the world a better place”), which is associated with a participatory, collaborative approach to customers.