• Over the past 60 years, marketing has moved from being product-centric (Marketing 1.0) to being consumer-centric (Marketing 2.0). Today we see marketing as transforming once again in response to the new dynamics in the environment. We see companies expanding their focus from products to consumers to humankind issues. Marketing 3.0 is the stage when companies shift from consumer-centricity to human-centricity and where profitability is balanced with corporate responsibility.

    Philip Kotler, Hermawan Kartajaya, Iwan Setiawan (2010). “Marketing 3.0: From Products to Customers to the Human Spirit”, p.11, John Wiley & Sons