![marketing 3.0 philip kotler resumen marketing 3.0 philip kotler resumen](https://cdn.12min.com/books/books_background/33297_BGD_marketing30.site_cover.jpg)
O Our world is more fragile than ever: all industries will be put to the test. And you might feel comfortable in a big hospital, but increasing diseases may be treated in small clinics. Lower cost alternatives and even higher quality products are substituting the old ones. O Disruptive technology is your enemy and your friend: there are many things that are becoming obsolete: bookstores, music-stores. Many of the bigger integrated steel companies went broke.
#MARKETING 3.0 PHILIP KOTLER RESUMEN HOW TO#
With that small and low profitable market share, the smaller windmills survived and eventually learnt how to create better steel, not the very best, but much better than before, capturing even a better share of the market. Big companies let that chunk of business to smaller cheaper producers of worse steel. Steel has to be good, but you do not have to make good steel if it is going to go into a block of cement and becomes a baulk. O Given the speed of change, some of you may unfortunately be decimated as a company. O Even if we want to choose a media for a message… look at the media available! We have hundreds: old media and all these new media: facebook, blogs, google… This is branded world, and making a choice is not easy. O We live in a market society, not a market economy. One of the 7 paths is innovation or buy a company that is growing in a market within a non-growing economy. That is what I want to answer in my future book, "Growthnomics": how to grow in a low-growth economy. O If we won’t move, how do we do it then? How do we prosper in slow growing economies. Most of us won’t do that, we want to stay in low-growth economies, our home. That is why people went to California a hundred years ago. O China and India, "Chindia", grow at 6-10% each year. They are our partners at delivering value to our clients.
![marketing 3.0 philip kotler resumen marketing 3.0 philip kotler resumen](https://imagessl8.casadellibro.com/a/l/t5/28/9788490356128.jpg)
O In many companies we do not call people employees, but associates. This means we are talking about a completely engaged supply chain, that engages all stakeholders. O If we have to think about clients, we need to have our suppliers and distributors think about clients. Ask yourself who are your customers and what value proposition you have to those customers. O We are being organized into tribes: if you have a specific interest you belong to that tribe. They have identified 113 groups of people, such as vegans, who do not eat meat. O I highly recommend the book "Microtrends". They are moving to an age of precision marketing, versus mass marketing. This is good news because we do not have to be exposed to a cat food advertisement if we do not have a cat. They can inference your tastes through that click stream. They gather data through the click stream (cookies in the computer).
![marketing 3.0 philip kotler resumen marketing 3.0 philip kotler resumen](https://mglobalmarketing.es/wp-content/uploads/2012/10/marketing-3.0-de-Kotler.jpg)
O Companies now want to talk to us as individuals. Today, it is a dialogue, it is interactive. For instance, we can check ratings of the quality and parameters of a car. Through Internet we are much more informed. O Today, as clients, we are aware not only of the brand but also of the company. They treated clients as mass, hence "mass marketing". They could not care less about their clients as individuals. Those companies of the past were good at sales. O The company many years ago only new of us when buying our products. "Strategy, management and marketing are dead: you are out of work" Quizás lo más útil sería echarle un vistazo a los libros que él no ha escrito pero que recomienda (ver más adelante). Ni emplea ejemplos muy novedosos ni nos descubre algo nuevo, pero refresca las ideas. Es un batiburrillo que combina todo: innovación, China, internet y redes sociales, co-creación, crowdsourcing, micro-targeting, responsabilidad corporativa, etc. En este caso, Philip Kotler nos ofrece un compendio de los temas que actualmente importan en el marketing y que están de moda. Siempre es útil una conferencia que sirve de recordatorio para temas de negocio, aunque no aporte nada diferencial.