I launched my newest book, written with Philip Kotler titled Marketing 3.0: Values-Driven Marketing in the "Rethinking ASEAN: Towards ASEAN Community 2015" seminar. This book is very special for me for several reasons. First, this book was launched in the commemorates of my 60th birthdays that will be celebrated on November 18; Second, the President of R.I., H.E. Susilo Bambang Yudhoyono gave a foreword for this book; and Third, this book will be published internationally by the biggest Indonesian book publishing company. Then, this book is my fifth book I wrote with Philip Kotler!
In this book, we argued that marketing has moved to its next stage: Marketing 3.0. I define Marketing 1.0 as a product-centric era, marked with the famous saying of Henry Ford, "Any customers can have a car painted any color that he wants as long it is black". When it comes to today’s information age where consumers are well informed and can compare several value offerings of similar products, then the product value is defined by the consumer. I called it Marketing 2.0 or customer-centric era.
Finally, we sooner will witness the rise of Marketing 3.0 or the human-centric era where consumers will be treated as human beings who are active, anxious, and creative. They will request more participation in value creation. They will demand their deepest anxieties and desires—not traditional needs and wants—identified and fulfilled and they will ask for their creativity to be appreciated.
Below are pictures when I gave a copy of this book to the President of R.I, H.E Susilo Bambang Yudhoyono during the Values-Driven Marketing book launching. For those who are interested to explore this book, the white paper of this book can be downloaded by clicking the link below.