Marketing 3.0

Marketing 3.0: From Products to Customers to the Human Spirit by Philip Kotler, one of the world’s most influential marketing thinkers, introduces a transformative approach to modern marketing. Building on earlier marketing models that focused first on products (Marketing 1.0) and then on customers (Marketing 2.0), Kotler presents a forward-looking framework that recognizes customers as whole human beings with minds, hearts, and spirits.

In this insightful book, Kotler explains how today’s highly informed and socially conscious consumers are no longer satisfied with functional benefits or emotional appeal alone. Instead, they seek brands and organizations that align with their values, support meaningful causes, and encourage participation, creativity, and a sense of community. Marketing 3.0 responds to this shift by urging companies to integrate social responsibility, cultural relevance, and ethical purpose into their core strategies.

The book explores why many marketers remain trapped in outdated practices and highlights the need for organizations to evolve in an era defined by transparency, collaboration, and digital connectivity. Kotler examines real-world examples of companies that are successfully leading this change, including organizations that embed values-driven missions into their products, services, and corporate cultures. These case studies demonstrate how purpose-driven marketing can create deeper customer loyalty while also driving sustainable growth.

Known globally for developing the iconic “4 Ps of Marketing,” Philip Kotler brings clarity, authority, and practical insight to this next stage of marketing thought. His writing connects theory with actionable guidance, making complex ideas accessible to professionals, students, and business leaders alike.