Today’s customers are choosing products and companies that satisfy deeper needs for creativity, community, and idealism leading companies realize  they must reach these highly aware, technology-enabled customers, and  that the old rules of marketing won’t help them do this. Instead, they must create product, services, and corporate cultures that inspire, include, and reflect their customer’s values.

Legendary marketing sage Philip Kotler and his colleagues Hermawan kartajaya and Iwan Setiawan have identified this  definitive break with earlier models as Marketing 3.0.