SUMMARY - Marketing 3.0: From Products To Customers To The Human Spirit By Philip Kotler Hermawan Kartajaya And Iwan Setiawan

This audiobook is narrated by a digital voice. By reading this summary, you will discover how to reconcile a company's social responsibility and profit. You will also discover : that marketing can be human-centered; how to regain consumer trust by engaging with them as equals; that the collective action of consumers will always be superior to the power of a company; how to be part of a corporate mission to transform the lives of consumers; how to make your employees ambassadors of your brand values; how to integrate social and environmental requirements into your mission, vision and values. Few companies manage to put accountability at the heart of their growth process. Yet there are more and more solutions to take this path, at a time when the evolution of society calls for this change. Indeed, today, performance can no longer be based solely on low prices or innovation. It's time for marketing to embrace more authentic values than abundance and materialism. The world is going through a period of rapid change: poverty and unemployment are rising, climate change and pollution are increasing. In addition, technology has shifted the world from mechanical to digital. Consumer behavior has changed and companies must be ready to communicate their new concerns, focusing on humanitarian and ethical issues. To forge a place for itself in this new dynamic, the company must find a way to balance profitability and social responsibility. How to market your vision, mission and values, in line with the expectations of today's society?