Uruguay inspires Philip Kotler on Marketing 3.0

A few days ago I heard on LinkedIn Philip Kotler´s new book of  "Marketing 3.0" (from Products to Customers to the Human Spirit), which setiempre released in 2010.
Kotler is considered the father of modern marketing, he took the 4 P's (Product, Price, Promotion  Advertising and Plaza) of the book "Commercializing" by Jerome McCartthy (which we define as a Basic Marketing focused on consumers) and developed in a wide range of books focusing on the Principles of Marketing customers that make large consumers (in what we call a Strategic Marketing) Although there are other Gurus as Ansoff, BCG Consultant, McKinsey Consulting, Al Ries, Michael Porter, and many more, including my teacher Alberto Levy Porter challenged with the same generic strategy, saying that the only differentiation was valid, if you want more stories can be found in my book.

Kotler find it hard to add more to the 4 P's of marketing mix, as stated in the book "Marketing for Hospitality and Tourism" (Pearson 1997). What is certain, that many around the world still unaware of these 4 P's that are: Person, Contact Person, Physical Evidence and benefits that complement the initial marketing mix of consumer-oriented product, the latter oriented customer service.

In Uruguay, the marketing mix it became known, our dear Prof. Jorge Sapelli with his charisma as simple and human, in various tertiary institutions, reflecting aspects of marketing with uruguayan soul.


Prof Kotler, marketing called 1.0 (Basic) to developed until 1960, from 80 to 2000, the marketing 2.0 (Strategic) and 3.0 marketing to that developed by companies recognize customer as person.
From Adam Smith to Peter Drucker, spent a couple of centuries for economics and business administration, after 80 years of marketing, customers will be treated as individuals. The ISO 9001:2008 and ISO 9004:2009 also refers to this fact. You have to sit to receive such obvious things, viewed by the Gurus.


We talked for the first time in our model in June 2008 by Congress to colleagues, friends, empresariso and senior executives of multinational companies (including, Javier Martinez, a former marketing manager of Cola Cola Uruguay) and national public-private sphere . At another conference in 2009, we again discuss the issue and published in June 2010, MECCA OF COMPETITIVE MARKETING (5000 copies sold). I suspect that there is plagiarism and conspiracy of our copyright and soon we will start legal action. Look at the date of this publication, "That innocence is worth to you." (The day of the Holy Innocents)

Of course, with Professor Philip Kotler we share, in the first place: "People are not seen as just as consumers but as "whole individuals" (a term described in the book by Stephen Covey 8^th Habit) who feel they need to satisfy their needs and expectations at a functional level, emotional and spiritual, living the experiences with companies and express more natural, being more credible than traditional advertising. The role of Internet in this issue is essential, through blogging social networks. " Secondly, "how it can reach the soul of consumers" is the challenge that we also propose in our book, in fact the goal is to capture your heart to love us with all your soul and I tell everyone met online.


Now we even have points in common with the great guru of marketing, with the advantage that we establish a model MECCA of 33 P's (Kotler at this time ran out P's) that determine the ingredients of the conversation, which together to 33 C's of quality fail to reach the position, Branding and differentiation of a person. In the Rio de la Plata also have 3 dimensions of marketing: Basic 1.0, Strategy 2.0 and 3.0 Competitive  is to recognize our client as person.
The cover of the book is heart with soul. MECCA is Mind, Spirit, Body, Heart and Soul of Competitive Marketing. Pure coincidence, 33 makes no reference to the age of Christ, or at "33 Orientales", the sum of the P's and C's do not have anything to do with the devil .. Mecca, and this clarified the term, though personally I would love to have many visitors as this city of faith and capital of Saudi Arabia.
Well, actually, the book has some mystical and now my daughter Victoria Federica,

who is 11,  is reading it.

Happy New Year!!
To purchase book click here.

Everything is Love Marketing in Christmas

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Ilumina el camino
Cargado originalmente por Raul Marcel

At Christmas, we experience the ultimate expression of Love and Marketing of the year. In the Age of the Person, acts of faith and belief are becoming more related to the business world. We appreciate the present communication, which allows us to customize our brand of products and services that require a better quality of our believers.
Evangelize with marketing to create a relationship of trust and recommendation for the purpose of obtaining greater participation. Establish a conversation that contains all the ingredients needed to know exactly what people want. The result is full of great mystic, because if we know exactly what and how consumers want, we are forming a satisfaction in a personal and ideal way. And that leads to love.

Christmas is love for the Christian world and to keep alive the legacy of humanity I want to share with you the following story by an anonymous author.

"Legend has it that a poor woman with a child in his arms, was passing in front of a cave and suddenly heard a mysterious voice coming from inside it, telling her:" Come and take whatever you want, but do not forget the most important. Remember, then you leave the door will close forever. So, take the opportunity, but do not forget the most important. "

The woman came to the cave and found many treasures. Fascinated by gold and jewels, put the child on the floor and began to gather, anxious, all she could in her apron.

The mysterious voice spoke again: "You have only eight minutes."
Exhausted after eight minutes, the woman loaded with gold and precious stones, ran out of the cave and the door closed.

She then recalled that the child was inside and the door is closed forever.
The wealth was short-lived and despair, forever.
The same thing happens sometimes with us. We have eighty years to live in this world, and a voice warns us always. Do not forget the most important! And the most important thing is the spiritual, family, friends, life .. Treasures of the Soul!

The gain, wealth, material pleasures fascinate us so much that sometimes the most important is left aside.
Be happy every moment, every moment of your life, however difficult the problems appear, find the solutions.
Life, just one. Enjoy it, cherish it, fall in love with it, do not regret anything or have missed something done. "

Congratulations!!
To see your gift
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Everyday learning in Social Networks

Personally, I'm surprised with the advancement of Social Networks and the knowledge acquired in recent years. I think we are all learning a more enjoyable way, we do it playing.



And a clear example was when in 1995 the first version of Windows we all played the "Solo" to use the mouse, have control of the cursor, click and drag. Another example was writing a text message on cell phones, today we have a variety of games with which we acquired the skill to operate them by touch screen. These games and entertainment came from individual and local group level, public and comprehensive, encompassing the development of communications (PC, telephone, email, chat, SMS, video calling, social networking CRM)


These devices and their applications interface make the man – machine more friendly and dynamic, facilitating our communication with people. Today, our phones are true extensions of our body and the human communication system.In this communication we have incorporated the navigation and management of our relationships with people through social networks, facilitating our conversation with many people at once, making macro-and micro-blogging, the most popular categories are Facebook and Twitter respectively.


We manage our relationships with family, friends and build new relationships, it's normal, as we publish our moods, daily activities, talk, share interests and ideas and knowledge.
We went through this experience, a clear example as topics of general interest was politics, sport and tourism. We create and drive along with many friends from the passions of the Uruguayans, the following groups on Facebook: ♥ ♥ ♪ ♫ Uruguayos Sooy CELESTEEE, CELESTEEE SOY YO! ♫ ♪ to encourage charrúa claw in the playoff against Costa Rica and then follow it with passion throughout the World football Cup,.. ♥ ♥ You love Natural Uruguay... Invite a "friend, a tourist" .. valuing our local area that makes us as we are and ♥ ♥ AID TO HAITI FROM URUGUAY AND THE WORLD ♥ affirming the solidarity of all Uruguayans applying for cause marketing for Haiti (Fund Raising). It is a challenge to maintain our profile, groups and pages with 1500, 4000, 17000 and 21000 people, so the Uruguayan is much, without paying advertising ..
There are many groups and pages with figures over the country, Coca Cola Facebook has more than 15 million fans, in fact, if Facebook were a country would be among the global top.

With our publication of the book, increase the level of demand and learning, without money we had to develop the diffusion through the free resources provided to us by Web 2:0. I take this opportunity to thank CX 20 Radio Montecarlo (interview at Montecarlo to your order), Grupo Epectador (link to website Business Spectator) and the remarkable press release Ana Maria Weston of a full-page newspaper El Pueblo Salto, Uruguay.
With the tax exemption that exists for the publication of books, there are a lot of books that are printed, and also the variety, not counting the digital format and the vast amount of information available on the Internet. I also thank the leading distributor of books from Uruguay, but with no financial resources to be in the mainstream media is impossible to differentiate a book in the libraries, in addition to what you discounted for that channel is more than half the retail price .
The following video of Eric Qualman is a must! Reflects the revolutionary new technologies and the explosion of Social Media. (2:4 million visits).