O futuro do marketing

Não sou uma pessoa do marketing mas não posso deixar de comentar o primeiro capítulo do livro "Marketing 3.0 - From Products to Customers to the Human Spirit" de Philip Kotler, Hermawan Kartajaya e Iwan Setiawan.
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"Long ago, during the industrial age - when the core technology was industrial machinery - marketing was about selling the factory’s output of products to all who would buy them. The products were fairly basic and were designed to serve a mass market. The goal was to standardize and scale up to bring about the lowest possible costs of production so that these goods could be priced lower and made more affordable to more buyers. Henry Ford’s Model T automobile epitomized this strategy; said Ford: “Any customer can have a car painted any color that he wants so long as it is black.” This was Marketing 1.0 or the product-centric era. (Moi ici: Concordo com esta caracterização)
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Marketing 2.0 came out in today’s information age - where the core is information technology. The job of marketing is no longer that simple. Today’s consumers are well informed and can easily compare several similar product offerings. The product value is defined by the consumer. Consumers differ greatly in their preferences. The marketer must segment the market and develop a superior product for a specific target market. (Moi ici: Identificação dos clientes-alvo e focalização, concentração, alinhamento.)
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The golden rule of “customer is king” works well for most companies. Consumers are better off because their
needs and wants are well addressed. They can choose from a wide range of functional characteristics and alternatives. Today’s marketers try to touch the consumer’s mind and heart. Unfortunately, the consumer-centric approach implicitly assumes the view that consumers are passive targets of marketing campaigns. (Moi ici: Identificação dos clientes-alvo e focalização, concentração, alinhamento.) This is the view in Marketing 2.0 or the customer-oriented era.
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Now, we are witnessing the rise of Marketing 3.0 or the values-driven era. Instead of treating people simply as consumers, marketers approach them as whole human beings with minds, hearts, and spirits. Increasingly, consumers are looking for solutions to their anxieties about making the globalized world a better place. In a world full of confusion, they search for companies that address their deepest needs for social, economic, and environmental justice in their mission, vision, and values. They look for not only functional and emotional
fulfillment but also human spirit fulfillment in the products and services they choose. (Moi ici: Para mim é treta pura e dura. As pessoas continuam a procurar as empresas para encontrar respostas comezinhas aos seus problemas. Estou mais de acordo com a abordagem de Porter e Kramer em "Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility" de Michael Porter e Mark Kramer, publicado pela revista Harvard Business Review no passado mês de Dezembro de 2006 (pp. 78-92). Sobretudo "By providing jobs, investing capital, purchasing goods, and doing business every day, corporations have a profound and positive influence on society. The most important thing a corporation can do for society, and for any community, is contribute to a prosperous economy.") 

Like consumer-oriented Marketing 2.0, Marketing 3.0 also aims to satisfy the consumer. However, companies practicing Marketing 3.0 have bigger missions, visions, and values to contribute to the world; they aim to provide solutions to address problems in the society."
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IMHO, o marketing devia desenvolver respostas sobre como desenvolver a relação com os clientes-alvo, sobre como como acompanhar a evolução da relação, sobre como promover a colaboração e co-criação. Não julgo que o folclore das grandes causas seja relevante.