Marketing 3.0: From Products to Customers to the Human Spirit -- CONTENTS -- FOREWORD -- PREFACE -- ABOUT THE AUTHORS -- PART I: TRENDS -- Chapter One: Welcome to Marketing 3.0 -- WHY MARKETING 3.0? -- THE AGE OF PARTICIPATION AND COLLABORATIVE MARKETING -- THE AGE OF GLOBALIZATION PARADOX AND CULTURAL MARKETING -- THE AGE OF CREATIVE SOCIETY AND HUMAN SPIRIT MARKETING -- MARKETING 3.0: COLLABORATIVE, CULTURAL, AND SPIRITUAL -- NOTES -- Chapter Two: Future Model for Marketing 3.0 -- THE PAST 60 YEARS OF MARKETING: A BRIEF RETROSPECT -- THE FUTURE OF MARKETING: HORIZONTAL NOT VERTICAL -- SHIFT TO HUMAN SPIRIT: THE 3i MODEL -- SHIFT TO VALUES-DRIVEN MARKETING -- MARKETING 3.0: THE MEANING OF MARKETING AND THE MARKETING OF MEANING -- NOTES -- PART II: STRATEGY -- Chapter Three: Marketing the Mission to the Consumers -- CONSUMERS ARE THE NEW BRAND OWNERS! -- GOOD MISSION DEFINED -- SUMMARY: PROMISE OF TRANSFORMATION, COMPELLING STORIES, AND CONSUMER INVOLVEMENT -- NOTES -- Chapter Four: Marketing the Values to the Employees -- VALUES UNDER FIRE -- VALUES DEFINED -- VALUES WILL DO YOU GOOD -- PRACTICE WHAT YOU PREACH -- SUMMARY: SHARED VALUES AND COMMON BEHAVIOR -- NOTES -- Chapter Five: Marketing the Values to the Channel Partners -- GROWTH MIGRATION AND COLLABORATION IMPERATIVE -- CHANNEL PARTNERS IN MARKETING 3.0 -- SUMMARY: VALUES-DRIVEN CHANNEL PARTNERSHIP -- NOTES -- Chapter Six: Marketing the Vision to the Shareholders -- SHORT-TERMISM HURTS THE ECONOMY -- LONG-TERM SHAREHOLDER VALUE -- VISION OF SUSTAINABILITY -- SUSTAINABILITY AND SHAREHOLDER VALUE -- MARKETING VISIONARY STRATEGY -- SUMMARY: BUSINESS CASE FOR MARKETING 3.0 -- NOTES -- PART III: APPLICATION -- Chapter Seven: Delivering Socio-Cultural Transformation -- MARKETING TO THE POST-GROWTH MARKET -- FROM PHILANTHROPY TO TRANSFORMATION -- THREE STEPS TO TRANSFORMATION.

SUMMARY: BUILDING TRANSFORMATION INTO YOUR COMPANY'S CHARACTER -- NOTES -- Chapter Eight: Creating Emerging Market Entrepreneurs -- FROM PYRAMID TO DIAMOND, FROM AID TO ENTREPRENEURSHIP -- THREE ENABLING FORCES AND FOUR REQUIREMENTS -- THE MEANING OF SOCIAL BUSINESS ENTERPRISE -- MARKETING FOR POVERTY ALLEVIATION -- SUMMARY: ALLEVIATING POVERTY BY ENCOURAGING ENTREPRENEURSHIP -- NOTES -- Chapter Nine: Striving for Environmental Sustainability -- THE THREE ACTORS IN SUSTAINING THE ENVIRONMENT -- THE COLLABORATION OF THE INNOVATOR, THE INVESTOR, AND THE PROPAGATOR -- TARGETING COMMUNITIES FOR GREEN MARKETING -- SUMMARY: GREEN INNOVATION FOR SUSTAINABILITY -- NOTES -- Chapter Ten: Putting It All Together -- 10 CREDOS OF MARKETING 3.0 -- CREDO 1: LOVE YOUR CUSTOMERS, RESPECT YOUR COMPETITORS -- CREDO 2: BE SENSITIVE TO CHANGE, BE READY TO TRANSFORM -- CREDO 3: GUARD YOUR NAME, BE CLEAR ABOUT WHO YOU ARE -- CREDO 4: CUSTOMERS ARE DIVERSE -- GO FIRST TO THOSE WHO CAN BENEFIT MOST FROM YOU -- CREDO 5: ALWAYS OFFER A GOOD PACKAGE AT A FAIR PRICE -- CREDO 6: ALWAYS MAKE YOURSELF AVAILABLE, SPREAD THE GOOD NEWS -- CREDO 7: GET YOUR CUSTOMERS, KEEP AND GROWTHEM -- CREDO 8: WHATEVER YOUR BUSINESS, IT IS A SERVICE BUSINESS -- CREDO 9: ALWAYS REFINE YOUR BUSINESS PROCESS IN TERMS OF QUALITY, COST, AND DELIVERY -- CREDO 10: GATHER RELEVANT INFORMATION, BUT USE WISDOM IN MAKING YOUR FINAL DECISION -- MARKETING 3.0: IT'S TIME TO MAKE A CHANGE! -- NOTES -- INDEX.