Putting It All Together
Values-Driven Marketing is the best model for Marketing 3.0 era. It is about combining the efforts to show the true meaning of marketing and market the meaning itself. Companies that can
implement the model will win the competition in Marketing 3.0.
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This whitepaper was prepared by Philip Kotler (S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management) and Hermawan Kartajaya (Founder and CEO, MarkPlus Inc.) as a draft manuscript for an international book with the same title published by Gramedia. Iwan Setiawan (Consultant, MarkPlus&Co) played a significant role in the original conceptualization and his assistance is gratefully acknowledged.