Now that almost every organization claims to be customer-oriented, the strategy is no longer sufficient. We are witnessing the rise of Marketing 3.0 or "the human-centric era." Instead of people being treated as consumers, they are treated as human beings who are active, anxious, and creative.

In this new book, MARKETING 3.0: From Products to Customers to the Human Spirit, world-leading marketing guru Philip Kotler and his coauthors explain that customers are no longer isolated but are connected. They are no longer unaware but are informed. They are no longer passive but are active. They want to play a role in value creation. They want to communicate with others about their satisfaction or dissatisfaction with product and service brands.

Over the years, marketing has mutated through three stages. 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 greatest opportunities will come to marketers practicing 3.0. Marketing 1.0, or "the product-centric era" was that stage where companies appealed to the mind of customers by providing rational arguments why the customer should buy their product. Marketing 2.0, "the customer-centric era" was the new stage where companies tried to connect emotionally with the customers so that their preference would be based on a mind and heart connection with the company. MARKETING 3.0 is the latest stage where companies are seeking to connect with the customers' spirit in this age where customers want the company to assume more social responsibility for the issues that concern all of us (environment, poverty, disease, drugs...)

MARKETING 3.0 addresses the importance of recognizing the human condition in marketing any product or service. Companies such as S.C. Johnson and Timberland, are creating products, services, and company cultures that lead, inspire, and reflect the values of their customers. In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. This timely book is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.

During economic contractions, it becomes much more difficult to sell your products, maintain your customer base, and gain market share. Mistakes become more costly, and failure becomes a real possibility for all those who are not able to make the transition.

But imagine being able to sell your products when others cannot, being able to take market share from both your competitors, and knowing the precise formulas that would allow you to expand your sales while others make excuses.
In IF YOU'RE NOT FIRST, YOU'RE LAST, Grant Cardone explains how to sell products and services--despite the economy--and provides the reader with ways to capitalize regardless of their product, service, or idea. Cardone shares his proven strategies that will allow you to not just continue to sell, but create new products, increase margins, gain market share and much more.

Key concepts in this book include:
" Converting the Unsold to Sold
" The Power Schedule to Maximize Sales
" Your Freedom Financial Plan
" The Unreasonable Selling Attitude

Even in a down economy, you can get to the top in your career and business-and the top is the right place to be! IF YOU'RE NOT FIRST, YOU'RE LAST gives you a proven set of tools to find the opportunities and act on them before your competition does. Get this powerful guide and you won't just succeed, you'll dominate.