I'll admit that anything with a "2.0" or "3.0" in the title gets off on the wrong foot with me, because it just sounds so stuffy. And there's a lofty goal in the basic thesis of Marketing 3.0: From Products to Customers to the Human Spirit by Philip Kotler, who claims that this new era is "where customers are seeking to connect with the customers' spirit in this age where customers want the company to assume more …
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