Marketing Marvels Of Philip Kotler
Marketing identifies unfulfilled needs and desires, says marketing guru Philip Kotler of the Kellogg Graduate School of Management. He has long been associated with the field of marketing management and is well known for his book “Marketing Management Application, Planning, Implementation and Control” that he first wrote in 1967 and has edited several times since then. It is one of the most referred books by MBA graduates around the globe.
Just not theories but practice, that is what Philip Kotler wants marketing as a subject to be. He is known for applying marketing techniques to people, countries, and towns. He believes that marketing is changing very fast due to the innovations in technology and new media. At present, the three things that shape a business are hyper-competition, globalization, and technology according to his analysis.
At 80, it is because of him that the marketing department of Kellogg is considered one of the best in the world. Well, what is it that makes him different from others – he himself says that he studied economics as he thought there was something missing from the subject. He applied meticulous analysis and mathematical methods to understand and let his students understand marketing. Free Press writes about his book, ‘As one of the leading gurus, every marketer should read some of his work. This one is not focused on the professions but provides a good introduction to marketing.’
Besides Kellogg, in most B-schools around the globe, books by Philip Kotler and his research are used to understand the fundamentals of marketing. He has conducted a lot of research work over the years and has written about marketing needs in healthcare organizations, countries, cities, and individuals. In one of his recent articles, he has discussed the impact on the environment as he writes ‘How do companies set high business growth goals and yet manage to meet the environmental imperative? Something between a zero growth goal would make more sense. This may ultimately mean that a standard has to be established for what constitutes “responsible consumption”.
The subjects on which he has written besides marketing for companies are recession, poverty, a company’s negative image, etc. But most of these articles are connected to marketing practices and how marketing can be helpful in solving different questions faced by mankind.
Some of his well-known research articles are Re-Inventing Marketing to Manage the Environmental Imperative, Rethinking The Chain: Leaner, Faster and Better, Playing Well with Others Executive Adviser, How Marketing Can Respond To Recession, and Turbulence, How can a place correct a Negative Image. He has published over one hundred articles in leading journals of the world.
He got a chance to study and practice under the best professors of the time like Milton Friedman, a free-market evangelist, and Paul Samuelson, a Nobel prize-winning Keynesian economist. After receiving his master’s from the University of Chicago and Ph.D. from MIT he did post-doctoral work at Harvard University in mathematics and studied behavioral sciences at the University of Chicago.
