2Marketing 3.0: From Products to Customers to the Human Spirit", by Philip Kotler, is a work that redefines the concept of marketing, proposing an approach that goes beyond simply promoting products and services to focus on the positive impact and social responsibility of companies. The book is based on the premise that, in an era of connected and conscious consumers, marketing must evolve to embrace human values and meet the emotional, spiritual, and social needs of customers.

Kotler and his co-authors, Hermawan Kartajaya and Iwan Setiawan, introduce the concept of "Marketing 3.0" as a new stage in marketing, where companies seek not only to satisfy consumers but also to contribute to a better world. In this model, brands become agents of change, engaging in social causes and promoting collective well-being. The work explores how technological advances and globalization have enabled the creation of a more empowered consumer who expects companies to represent more than just profit and efficiency.

Divided into three main parts, the book discusses how companies can align their missions and visions with purposes that resonate with the public, fostering authentic communication and shared values. "Marketing 3.0" also examines the role of innovation and sustainability, encouraging companies to adopt practices that have a positive impact on the environment and society.

In addition to presenting cases of successful companies that have embraced this philosophy, Kotler discusses how to build loyalty and trust in an increasingly digital world. The book is a strategic guide for leaders who want to adapt to an environment where consumers demand more integrity and purpose, showing that the future of marketing lies in the ability to foster a genuine connection between brands and people.