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; Chapter Two: Future Model for Marketing 3.0; PART II: STRATEGY; Chapter Three: Marketing the Mission to the Consumers; Chapter Four:...

Defining marketing and the marketing process -- Marketing : creating and capturing customer value -- Company and marketing strategy : partnering to build customer value and relationships -- Understanding the marketplace and customer value -- Analyzing the marketing environment -- Managing...

"Today's marketing is all about creating customer value and engagement in a fast-changing, increasingly digital and social marketplace. Marketing starts with understanding consumer needs and wants, determining which target markets the organization can serve best, and developing a compelling...

1. The Current State of Marketing -- 2. The New Paradigm: H2H Marketing -- 3. H2H Mindset: The Basis -- 4. H2H Management: Putting Trust and Brand in Focus -- 5. Rethinking Operative Marketing: The H2H Process -- 6. Finding Meaning in a Troubled World.