Book profile

Marketing 3.0: From Products to Customers to the Human Spirit

Philip Kotler, Hermawan Kartajaya, Iwan Setiawan

Marketing 3.0 argues that the next era of marketing treats consumers as whole human beings—mind, heart, and spirit—by embedding mission, vision, and values centered on making the world a better place into every aspect of the business.

Building on the evolution from product-centric Marketing 1.0 to consumer-centric Marketing 2.0, Kotler, Kartajaya, and Setiawan introduce Marketing 3.0, the values-driven, human-centric era shaped by participatory technology, the paradoxes of globalization, and the rise of the creative society. The book shows how companies can win loyalty and profit by collaborating with empowered consumers, communicating authentic missions through compelling stories, aligning shared values with employee behavior, choosing channel partners with matching values, and selling a vision of sustainability to shareholders. It extends the framework to solving global problems—sociocultural transformation, poverty alleviation through social business at the base of the pyramid, and environmental sustainability—and distills everything into the 3i model (identity, integrity, image), the values-based matrix, and ten core credos for integrating marketing with values.

The model

A causal framework in which design levers (authentic mission, shared values aligned with behavior, channel partner fit, sustainability vision) drive psychological and behavioral states (consumer empowerment/engagement, employee commitment, stakeholder trust) that produce outcomes of brand integrity/image, long-term shareholder value, and sociocultural/environmental impact, conditioned by macro forces of participation, globalization paradox, and the creative society.

Frameworks you can use

Treat consumers as full human beings with mind, heart, and spirit.
Mission first; profit follows.
Brands belong to consumers, not companies.
Integrity = aligning stated values with actual behavior.
Collaboration with all stakeholders is required to change the world.
Sustainability drives long-term shareholder value.

Key terms

Authentic Brand Mission (Innovative Practice + Story): The brand's authentic reason for existence offering a transformative new business perspective and communicated through compelling stories.
Shared Values–Behavior Alignment (Integrity): Degree to which stated core values are demonstrated in everyday employee behavior.
Channel Partner Value Fit: Extent of shared purpose, identity, and values between company and channel partners.
Sustainability Vision / Stakeholder Orientation: Corporate vision embedding long-term environmental/social sustainability and multi-stakeholder orientation.
Macro Forces Context: Contextual conditions of participation, globalization paradox, and creative society shaping consumer disposition.
Consumer Empowerment and Engagement: State in which consumers feel ownership of the mission and actively collaborate, converse, and advocate.
Employee Commitment and Productivity: Employees believing in and living company values, yielding commitment, productivity, retention.
Stakeholder Trust: Trust held by consumers, employees, channel partners, and shareholders in the company.