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Inside this Book – Over the years, marketing has evolved through three stages that we call Marketing 1.0, 2.0, and 3.0. Many of today’s mar- keters still practice Marketing 1.0, some practice Marketing 2.0, and a few are moving into Marketing 3.0. The greatest opportunities will come to marketers practicing 3.0. Long ago, during the industrial age—when the core tech- nology was industrial machinery—marketing was about sell- ing the factory’s output of products to all who would buy them. The products were fairly basic and were designed to serve a mass market. The goal was to standardize and scale up to bring about the lowest possible costs of production so that these goods could be priced lower and made more afford- able to more buyers. Henry Ford’s Model T automobile epito- mized this strategy; said Ford: “Any customer can have a car painted any color that he wants so long as it is black.” This was Marketing 1.0 or the product-centric era. Marketing 2.0 came out in today’s information age—where the core is information technology. The job of marketing is no longer that simple. Today’s consumers are well informed and can easily compare several similar product offerings.
Inside this book –Marketing 3.0 PDF Book by Philip Kotler – Marketing has been one of the most exciting subjects in the business world during the past six decades. In a nutshell, marketing has revolved around three major disciplines: prod- uct management, customer management, and brand manage- ment. In fact, marketing concepts evolved from a focus on product management in the 1950s and 1960s to a focus on customer management in the 1970s and the 1980s. It then evolved further and added the discipline of brand manage- ment in the 1990s and the 2000s. The continuous adaptation of marketing concepts to different eras of human lives is what keeps it exciting. Ever since Neil Borden coined the infamous “marketing- mix” term in the 1950s and Jerome McCarthy introduced the four Ps in the 1960s, marketing concepts have under- gone significant transformation while adapting to the chang- ing environment. 1 The manufacturing sector was the center of the U.S. economy in the postwar 1950s and continued to soar during the 1960s. In such an environment.
Marketing 3.0 by Philip Kotler PDF : eBook Information
- Full Book Name – Marketing 3.0
- Author of this Book – Philip Kotler
- Language – English
- Book Genre – Non-Fiction, Business, Management, Economics
- Download Format – PDF
- Size – 1.4 MB
- eBook Pages – 207
- Price – Free