Understand the next level of marketing. The new model for marketing - Marketing 3.0 - treats customers not just as consumers, but as complex, multi-dimensional human beings. In turn, customers choose companies and products that fulfill deeper needs for participation, creativity, commonality, and idealism. In Marketing 3.0, top marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and corporate cultures that inspire, encompass, and reflect the values of the target customers. He examines companies that are ahead of the curve, such as S. C. Johnson. Kotler is one of the most recognized marketing gurus, famous for his "4 P's" of Marketing. In an era with highly informed customers, companies must prove their relevance to customers on the level of core values. Marketing 3.0 is the unparalleled guide to getting ahead in this new wave that captures the nature of marketing.