Speed Read - Marketing 3.0
This Speed Read was originally published in the Admap – November 2010 issue.
Philip Kotler's new book, with Hermawan Kartajaya and Iwan Setiawan, argues that companies must learn to collaborate with each other, shareholders, channel partners, employees and consumers
Leading companies now understand they must reach highly aware, technology savvy customers. Kotler, Kartajaya and Setiawan say that the ‘old rules’ of product-based and consumer-based marketing will fail to do this. Companies need, instead, to focus on creating products, services and entire corporate cultures, which are customer value driven...