Iwan Setiawan's scientific contributions

Publications (11)

Chapter
Since its introduction in 2010, Marketing 3.0 has become a well-accepted concept in many countries. It is extremely gratifying to observe companies increasingly treating customers as multi-dimensional, values-driven people, in some cases, potential collaborators too. Customers too feel empowered as they recognize the global impact of their purchasi...
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Employees are the most intimate consumers of the company’s practices. They need to be empowered with authentic values. Companies need to use the same storytelling approach with their employees that they use with their consumers. Having great core values delivers several payoffs. A company with values has an advantage in competing for talent. In Mar...
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Eradicating poverty is arguably humankind’s biggest challenge. The challenge is to transform the structure of wealth in the community from a pyramid to a diamond. Three enabling forces can make this solution happen. The first force is increased access among the poor to information and communication technology infrastructure. The next force is the b...
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Another way to make a difference is to solve one of the biggest global issues of our times: environmental sustainability. Some companies felt the pressure and scrutiny and knew they had to do something before being spotted and publicly embarrassed by environmentalists. This chapter presents three cases of larger companies that have created big impa...
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Channel partners are hybrids of companies, consumers, and employees. They are also companies with their own missions, visions, values, and business models. They are consumers with needs and want that need to be served. Moreover, they also sell to end-users and form the consumer interface just like employees do. Their role is essential in Marketing...
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Over the years, marketing has evolved 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. To understand Marketing 3.0 better, let us examine the rise of three major forces that shape the business landscape toward...
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Marketing has been one of the most exciting subjects in the business world during the past six decades. Marketing will need to evolve to a third stage where it addresses the spirit of the consumers. In 3.0, marketing should be redefined as a consonant triangle of brand, positioning, and differentiation. To complete the triangle, this chapter introd...
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When a brand?s mission is successfully implanted in consumers? minds, hearts, and spirits, the brand is owned by the consumers. Marketing 3.0 is about changing the way consumers do things in their lives. When a brand brings transformation, consumers will unconsciously accept the brand as part of their daily lives. This is what human spirit marketin...
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In this chapter, the author urges companies to shift their paradigm from satisfying short-term shareholder expectations to delivering long-term corporate performance. Shareholders must go back to basics and realize that the value of a company is mostly derived from its long-term future cash flows and that the future vision will determine the perfor...
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Marketers need to step up and deliver transformation. Transformation lasts longer as it makes a stronger impact on human lives. More businesses are addressing social issues through philanthropy. A more advanced form of addressing social challenges is cause marketing-a practice where companies support a specific cause through their marketing activit...
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This chapter discovers ten indisputable credos that integrate marketing and values. For each credo, the author mentions some companies that have applied the credo in the way they do marketing. Some companies do it through their contributions to United Nations Millennium Development Goals (MDGs). The ten indisputable credos include: (1) love your cu...

Citations

... Consistent with previous research (Kotler et al., 2019), the Yellow Brand empathy beta weight was significant (β = 0.165, p < .001), indicating that affective feelings towards brands is an important element in consumer purchase decision-making. ...
... • discharge of polluting chemicals and other materials into the environment Some environmental issues are largely of local significance while others have regional or even global relevance. At the personal or household level, there are a host of actions that people can take to contribute to environmental sustainability at home, when travelling or accessing services or goods, at work, or when acting as a community member or citizen or as an investor of personal funds (Sutton 2004). ...
... Marketing 3.0 or the humancentric area is more awareness about social and humanistic where the consumers are treated as human beings (Kotler et al., 2010). Emergence of marketing 3.0 is favoured by deep changes in consumer behavior that needs the combined intervention of collaborative, cultural, and spiritual marketing (Kotler et al., 2012). ...