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Instead, they actively create them, marking our time as the age of participation. People don’t sit idly by and consume their news, ideas and entertainment. Widely accessible technologies have transformed media sources into networks of exchange. Marketers just had to explain how great their product was, and people would listen. In those days, the distinction between the media and the masses was clear-cut, which made marketing a breeze. Especially with activities like watching TV, the only “active” part usually involved snacking on some peanuts or popcorn. Remember the ‘80s? Back then, our relationship with entertainment media was different than it is today. how bad-tempered actors playing Goofy might raise questions about Disney’s integrity.why creative folks are making the life of marketers all the more challenging and.why an American grocery store chain educates every cashier about gourmet food.In this summary of Marketing 3.0 by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan, you’ll discover Reading through these book summary, you’ll learn about a new kind of marketing, Marketing 3.0 – the only kind that will work with your modern clients. Old-fashioned marketing is ill-equipped to deal with today’s smart and socially conscious clients. If you don’t engage them, they’ll simply stop listening! They have become wary of false promises, and they’re no longer passive consumers of media – they want to participate. You can enhance any photo into an advertisement with a few clicks, using a run-of-the-mill image processing program you can use social media to spread your sales message around the world in a few seconds, with no printing or postage involved and there’s decades’ worth of marketing research all translated into easy rules, ready for you to implement.īut here’s the bad news: while your knowledge has increased and those technologies have gotten better and better, your prospective clients have changed, too! Consumers are bombarded with shiny images and catchy slogans.