This work offers a summary of the book "Marketing 3.0". Marketing 3.0 is a fascinating book which charts the movement of marketing strategies, and proposes how businesses should market today. We begin with product centric - sell whatever the factory churned out, move to consumer centric - do whatever it takes to keep the customer and to mankind centric - buy from companies which do good things. We are in the process, the authors explain of moving from 2.0 to 3.0: every company who wants to market effectively needs to understand that customers want to buy from companies who deal with issues which impact on all the human family such as sustainability and global warming.
They explain how and why to choose your mission (which should be something other than selling your product!) and how to align that with your values, product and processes, and how to communicate that with your customer base. They suggests ways in which to ensure that this mission is integrated into your organisation so that all employees are pulling in the same direction.
The authors of Marketing 3.0 believe that if you care about they world we live in, your customers will care about you. It´s an intriguing and persuasive argument.
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