Easter with soul of Marketing 3.0

The following posts, one for each chapter of the book are related to the new Marketing 3.0 , according to Philip Kotler: 

Note: Feeds in english and the links go to pages in spanish with Google Translation technology, choose your language.

The new soul of marketing Progress is part of humanity. The evolution of science and technology is somewhat surprising, and as a result, things that seemed impossible are now easily achievable. And marketing is also part of this evolution. From marketing 1.0 which is focused on the product, through marketing 2.0 which focuses on the consumer,today we face a new approach...Read more

Technology and social horizontal communications marketing The marketing concept has evolved, adopting at different times of life. The classic model of marketing 1.0, which focused on promoting the product, step in the decade of 90 to marketing 2.0,time when personal computers and the Internet. This incentive sharing word of mouth, which led companies to focus on emotional marketing...Read more

Conversation is the new advertisement A basic point that every company must have assumed it is its mission, the reason for their existence. It is therefore important to know the three main characteristics of a good mission, these are: the creation, introduction of a suggestion that could change the lives of consumers, dissemination, there is always a good story that moves people... Read more

An organization with values attracts better employees The corporate image is essential for consumers. Recently, a survey revealed that the most admired professionals are those who make a personal difference in the lives of people, including teachers, doctors and nurses, and the least admired are the sellers and advertising executives. Undoubtedly, respect values ​​as: integrity...Read more

Channel Partners are like a marriage At any organization, it is essential to have distribution channels to achieve a personalized service to its customers. While it is essential to have channel partners, so is identifying the values ​​and determine their compatibility with our organization. In Marketing 3.0, this partnership
 or collaboration is like a marriage between two human beings, is to share...Read more

Marketing 3.0 and social responsability A successful organization is not successful by itself, but depends on weaving a network of stakeholders, including consumers,employees, channel partners, the government and shareholders, all of whom have an interest in the business and its results . To satisfy these, will lead to greater long-term profitability of the company...Read more

Responsible marketing and social cause Consumers are more inclined to organizations that have a positive impact on socio-cultural, therefore, companies must meet the challenges of society and help in finding solutions to the needs of society. When consumers are well informed and begin to see the products as commodities, this becomes a great challenge for companies...Read more

An horizontal society with opportunities for everyone Today, the structure of wealth in mankind is a pyramid, which means that there are people who have high purchasing power, there are other mid-level, while others who are at the bottom, are the people with very low income living in poverty. Companies generate the vast majority of economic development and should help this segment of low social incomes...Read more

Marketing 3.0 and its impact on the environment Making a difference is critical for businesses, a way to do it, is creating environmental impact, as it is one of the biggest global challenges of our time. Many organizations have to work in terms of helping the environment all of which create differences in the competition as they convert their internal values ​​into an advantage...Read more

The creed of Marketing 3.0 If we analyze the roots of marketing and fully understand them, we find ten faiths integrating marketing and values. I) Love and respect customers and competition - this means win the loyalty of consumers, touch the spirit and their emotions. On the other hand, competition is important, because without it, the market would grow more slowly. II) Be ready... Read more

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.