HERMAWAN KARTAJAYA IWAN SETIAWAN
From Products to Customers to the Human Spirit
HERMAWAN KARTAJAYA IWAN SETIAWAN
JOHN WILEY & SONS, INC.
Copyright C by 2010 by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan. All rights reserved. Published by JohnWiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permissionof the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201)748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and speciﬁcally disclaim any implied warranties of merchantability or ﬁtness for aparticular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of proﬁt or any other commercial damages, including but not limited to special,incidental, consequential, or other damages. For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not beavailable in electronic books. For more information about Wiley products, visit our web site at www.wiley.com. ISBN 978-0-470-59882-5 Printed in the United States of America. 10 9 8 7 6 5 4 3 2 1
“To the next generation of Marketers who will enhance the social and environmental contributions of the marketing discipline.” Philip Kotler “To my ﬁrst grandson, Darren Hermawan, The Next Great Marketer.”Hermawan Kartajaya “To Louise for her endless support.” Iwan Setiawan
Foreword Preface About the Authors
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PART I Trends Chapter One Welcome to Marketing 3.0 Chapter Two Future Model for Marketing 3.0
PART II Strategy Chapter Three Marketing the Mission to the Consumers Chapter Four Marketing the Values to the Employees Chapter Five Marketing the Valuesto the Channel Partners Chapter Six Marketing the Vision to the Shareholders
PART III Application
Chapter Seven Delivering Socio-Cultural Transformation Chapter Eight Creating Emerging Market Entrepreneurs Chapter Nine Striving for Environmental Sustainability Chapter Ten Putting It All Together Index
According to Alvin Tofﬂer, human civilization can be divided into three waves of the economy. The ﬁrst wave is the Agriculture Age, in which the most important capital is the land for agriculture. My country, Indonesia, is undoubtedly rich in this type of capital. The second is the Industrial Age following the Industrial Revolution in England and the rest of Europe. The essential kinds...