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.