Philip Kotler (1931) is a reputable Professor in the area of International Marketing at the Kellogg School of Management, which is the business School of Northwestern University. He is also the founding father of the famous marketing management theories: Decision Making Unit (DMU) and the Five Product Levels.
Biography Philip Kotler
He obtained his Master’s degree (MSc.) from the University of Chicago and his doctorate (Ph.D.) from the Massachusetts Institute of Technology.
Philip Kotler did post-doctoral work in mathematics at Harvard University and behavioural science at the University of Chicago.
Philip Kotler's book Marketing Management (1967, 1th edition) is the world’s most widely used leading textbook in marketing. Two of his other famous books are Principles of Marketing and Management: An Introduction. These marketing books are also widely used as basic textbooks in different business training programmes worldwide.
In addition to publishing books and articles, Philip Kotler has also introduced new concepts in the field of marketing including demarketing, megamarketing, turbomarketing and synchromarketing. He believes that the marketing management theory should go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analysing, explaining and predicting economic outcomes.
A few of Philip Kotler’s well-known concepts are the Decision Making Unit (DMU) and the five product levels.
During his career, Philip Kotler has been a consultant to many large companies in the areas of marketing strategy, planning and organization and international marketing. He presents seminars on marketing concepts and developments in large international cities around the world.
Philip Kotler quotes
"The best advertising is done by satified customers."
"Good companies will meet needs; great companies will create markets."
"It is more to do what is strategically right than what is immediately profitable."
"Today you have to run faster to stay in place."
"Many businesses are wisely turning their suppliers and distributors into valued partners."
"Cost is of no importance in setting the price. It only helps you to know whether you should be making the product."
"The major cause of company failure is company success."
"It's no longer enough to satisfy your customers. You must delight them."
"Our job is to wake up the customers. If we become predictable, that's not waking them up."
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