Marketing 3.0: From Products to Customers to the Human Spirit, co-authored by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan, was published by John Wiley & Sons in May 2010. The book describes how marketing is moving beyond winning customer minds and hearts into winning the human spirit. The authors illustrate their thesis with organizations that are moving in this direction. The book is translated into 21 non-English languages across Europe, South America, and Asia, showing its worldwide acceptance. Moreover, the concept has been introduced through seminars around the world. As a follow-up, the authors have built the Museum of Marketing 3.0 in Ubud, Bali-Indonesia. The museum was launched on May 27, 2011.
The idea to build the museum was coined precisely two years before the launch date when Hermawan Kartajaya proposed the concept to Philip Kotler, with whom he wrote five books. Bali, in which Ubud is a spiritual center, has a philosophy Tri Hita Karana: Balancing among God, People, and Nature (vertical and horizontal spiritualism). This is aligned with the objective of the book: to honor the role of the human spirit in furthering social activities.
An Ubud Prince who is a marketing enthusiast, Tjokorda Gde Raka Sukawati, along with the other two princes (Tjokorda Gde Putra Sukawati and Tjokorda Gde Oka Artha Ardana Sukawati) agreed to sponsor the building of the museum in the prestigious museum complex owned by the Royal House of Ubud. All the interiors also come from donations.
The first marketing museum of its kind in the world, it will feature organizations and marketers that build their mission, vision, and values around the idea of serving the customer as a whole human. The museum aims to portray sustainable business practices beyond regulatory compliance with a hope to inspire other companies to follow suit.
Over the years, marketing has mutated through three stages that we call Marketing 1.0, 2.0, and 3.0. Many of today’s marketers still practice marketing 1.0, some practice marketing 2.0, and a few are moving into Marketing 3.0. The most significant opportunities will come to marketers practicing 3.0.