Kotler helped create the field of social marketing that focuses on helping individuals and groups modify their behaviors toward healthier and safer living styles. He also created the concept of "demarketing" to aid in the task of reducing the level of demand. He also developed the concepts of "prosumers," "atmospherics," and "societal marketing." He is regarded as "The Father of Modern Marketing" by many scholars.[1]
Marketing 1.0 Philip Kotler Pdf
Kotler started teaching marketing in 1962 at the Kellogg School of Management, Northwestern University. He believed marketing was an essential part of economics and saw demand as influenced not only by price but also by advertising, sales promotions, sales forces, direct mail, and various middlemen (agents, retailers, wholesalers, etc.) operating as sales and distribution channels.
"the organization's marketing task is to determine the needs, wants and interests of target markets and to achieve the desired results more effectively and efficiently than competitors, in a way that preserves or enhances the consumer's or society's well-being."
He links the profit motive to the satisfaction of consumer wants and society's well-being. In order to market effectively, Kotler believes the marketing purpose of elevating consumer well-being has to be put at the heart of company strategy and be practiced by all managers.[citation needed]
First, he has done more than any other writer or scholar to promote the importance of marketing, transforming it from a peripheral activity, bolted on to the more "important" work of production. Second, he continued a trend started by Peter Drucker, shifting emphasis away from price and distribution to a greater focus on meeting customers' needs and on the benefits received from a product or service. Third, he has broadened the concept of marketing from more selling to a general process of communication and exchange, and has shown how marketing can be extended and applied to charities, museums, performing arts organizations, political parties and many other non-commercial situations.
Kotler argued for "broadening the field of marketing" to cover not only commercial operations but also the operations of non-profit organizations and government agencies. He held that marketing can be applied not only to products, services, and experiences, but also to causes, ideas, persons, and places. Thus a museum needs the marketing skills of Product, Price, Place, and Promotion (the 4P's) if it is to be successful in attracting visitors, donors, staff members, and public support. Kotler and Gerald Zaltman created the field of social marketing, which applies marketing theory to influence behavior change that would benefit consumers, their peers, and society as a whole.[4] Kotler and Sidney Levy developed the idea of demarketing, which organizations must employ to reduce overall or selective demand when demand is too high. Thus, when water is in short supply, the government needs to persuade various water consumers to reduce water usage so that enough water will be available for essential uses.[5] In 2018, Christian Sarkar and Kotler began promoting brand activism, the idea that businesses must go beyond Corporate Social Responsibility to tackle the world's most urgent problems.[6]
In 1967, Kotler published Marketing Management: Analysis, Planning, and Control,[8] now in its 15th edition,2016 and the world's most widely adopted textbook in graduate schools of business.[citation needed] Whereas previous marketing textbooks were highly descriptive, this text was the first to draw on economic science, organizational theory, psychology of behavior and choice, and analytics. It described theory and practice, and drew on findings from empirical studies and cases. On December 9, 1996, the Financial Times cited Marketing Management as one of the 50 greatest business books of all time December 9, 1996
Kotler has also written books on such subjects as corporate social responsibility, education, environment, government marketing, healthcare, hospitality, innovation, museums, performing arts, place marketing, poverty alleviation, professional services, religious institutions, tourism, capitalism, and democracy.
In 2017, Kotler published his autobiography - My Adventures in Marketing, an account of his experiences from his formative years to the present, including his views on topics such as demarketing, brand activism, marketing of the arts, place marketing, as well as the challenges facing capitalism, democracy, and the common good.
On February 16, 2013, he was the first recipient of the William L. Wilkie "Marketing for a Better World" award from the American Marketing Association to "honor marketers who have significantly contributed to the understanding and appreciation for marketing's potential to improve the world."[10] Also, in 2013 he was the first recipient of the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice.[11]
Kotler is also the founder (2011) along with Fahim Kibria of the World Marketing Summit. WMS sponsors global conferences with top speakers discussing the latest developments in marketing and business practice that will improve commerce and the quality of life. He also established with Hermawan Kartajaya the world's first Museum of Marketing (3.0) in Ubud, Bali, Indonesia.[12]
Kotler started a strategic marketing community to ensure marketing and economic progress through diversity. As a part of this initiative, every year Marketing Summits and Conferences are held across the world that acts as a potpourri of young minds. In India, the board works with Niti Ayog and the project is spearheaded by Dr. Somdutta Singh.[15]
Philip Kotler is the S. C. Johnson Distinguished Professor of International Marketing at the J. L. Kellogg School of Management. He has been honored as one of the world\u2019s leading marketing thinkers. He received his M.A. degree in economics (1953) from the University of Chicago and his Ph.D. degree in economics (1956) from the Massachusetts Institute of Technology (M.I.T.), and has received honorary degrees from ten universities including Stockholm University, the University of Zurich, Athens University of Economics and Business, Budapest School of Economics and Administrative Science, the Cracow School of Business and Economics, and DePaul University. He is author of over one hundred articles and thirty five books. His research covers strategic marketing, consumer marketing, business marketing, professional services marketing, and e-marketing. He has been a consultant to IBM, General Electric, AT&T, Bank of America, Merck, Motorola, Ford, and others.
As Kotler sees it, the great promise of social marketing is that it addresses social problems without encroaching on individual liberties. While it is true that public policy is an effective way to address such problems, Kotler thinks that corporations themselves should be the ones to encourage better behavior.
Marketing Guru, Philip Kotler, is the author of Marketing Management: Analysis, Planning, Implementation and Control, one of the best marketing textbooks for budding marketers all across the world. If you ask any passionate marketing student about this book they will give you at least 10 concepts that they learned and still remember from the book. Philip Kotler, who has authored 57 books, is a professor of international marketing at the Kellogg School of Management, Northwestern University.
Curious about the misalignment between Sales and Marketing, the authors interviewed pairs of chief marketing officers and sales vice presidents to capture their perspectives. They looked in depth at the relationship between Sales and Marketing in a variety of companies in different industries. Their goal was to identify best practices that could enhance the joint performance and increase the contributions of these two functions. Among their findings:
Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. He is hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." Dr. Kotler is currently one of Kotler Marketing Group's several consultants.
He is known to many as the author of what is widely recognized as the most authoritative textbook on marketing: Marketing Management, now in its 13th edition. He has also authored or co-authored dozens of leading books on marketing: Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; and The Marketing of Nations.
Dr. Kotler presents continuing seminars on leading marketing concepts and developments to companies and organizations in the U.S., Europe and Asia. He participates in KMG client projects and has consulted to many major U.S. and foreign companies--including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, and Motorola--in the areas of marketing strategy and planning, marketing organization, and international marketing.
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