Philip Kotler; born on May 27, 1931 in Chicago, Illinois. He is an American marketing author, specialist and professor; presently the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. Philip Kotler is the author of over 40 marketing books, counting Principles of Marketing, Kotler on Marketing: How to Create, Win, and Dominate Markets, and Marketing 3.0: From Products to Customers to the Human Spirit. Kotler designates strategic marketing as serving as “the link between society’s needs and its pattern of industrial response.”
Philip Kotler studied at DePaul University for two years and was acknowledged without a bachelor’s degree into the Master’s program at the University of Chicago (1953) and his PhD at Massachusetts Institute of Technology (1956), both in economics. He studied under three Nobel Laureates in Economic Science: Milton Friedman, Paul Samuelson, and Robert Solow. He did a year of postdoctoral work in mathematics at Harvard University and in behavioural science at the University of Chicago.
Philip Kotler started teaching marketing in 1962 at the Kellogg School of Management, Northwestern University. Kotler stimulated into marketing which he assumed is an indispensible part of economics. He saw demand as predisposed not only by price but also by advertising, sales promotions, sales force, direct mail, and several institutions (wholesalers, retailers, agents, etc.) working as distribution channels.
Kotler “holds that 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 purpose to the gratification of consumer needs and society’s well-being. In order to market efficiently, Kotler believes that the marketing purpose of inspiring consumer well-being has to be put at the heart of company approach and be experienced by all managers.
The Financial Times in 2003 cited Kotler’s three major assistances to marketing and to management. “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 mere selling to a more general process of communication and exchange, and has shown how marketing can be extended and applied to charities, political parties and many other non-commercial situations.”
Kotler contended for expansion the field of marketing to cover not only profitable operations but also the operations of non-profit organizations and government agencies. He held that marketing can be functional not only to products, services, and experiences, but also to causes, ideas, places and persons. Thus a museum desires the marketing skills of Product, Price, Place, and Promotion (the 4Ps) if it is to be fruitful in enticing visitors donors, staff members, and public support. Philip Kotler and Gerald Zaltman shaped the field of social marketing which applies marketing theory to inspiration behaviour change that would benefit consumers, their peers, and society as a whole. Philip Kotler and Sidney Levy advanced the idea of demarketing which organizations essential to usage to decrease general or selective demand when demand is too high. Thus when water is in short source, the government needs to encourage numerous water consumers to decrease water usage so that sufficient water will be obtainable for indispensable uses.
In 1967, Kotler published Marketing Management: Analysis, Planning, and Control, now in its 14th edition and the world’s most extensively accepted textbook in graduate schools of business. Where preceding marketing textbooks were extremely evocative, this text was the first to draw on economic science, organizational theory, psychology of behaviour and choice, and analytics. It pronounced theory and repetition and drew on findings from experiential studies and cases. The Financial Times on December 9, 1996 cited Marketing Management as one of the 50 extreme business books of all times.
Philip Kotler is the author and co-author of over 55 books and 150 published articles. His other textbooks comprise Principles of Marketing and Marketing: An Introduction. Kotler has also written fifty other books on such subjects as museums, performing arts, place marketing, poverty alleviation, innovation, professional services, religious institutions, healthcare, education, tourism, hospitality, environment, government marketing, and corporate social responsibility.
His published articles are presented, analysed and commented on in the nine volume Legends in Marketing Series: Philip Kotler, edited by Professor Jagdish Sheth.
In 1975, Kotler was the first person to obtain the “Leader in Marketing Thought” voted on by the academic members of the American Marketing Association. Kotler has acknowledged fourteen honorary degrees from around the world. On February 16, 2013, he was the first receiver 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.”
Also, in 2013 he was the first receiver of the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice. The Financial Times on November 18, 2005 surveyed 1,000 executives in 25 countries on the Most Influential Business Writers/Management Gurus and Philip Kotler ranked fourth after Peter Drucker, Bill Gates, and Jack Welch. Kotler’s assistances are pronounced in a chapter found in every book written about the “gurus” of business and management.
Philip Kotler is also the founder of the World Marketing Summit, whose yearly conferences are devoted to finding ways to advance human conditions and the quality of life. He also co-established the world’s first Museum of Marketing in Ubud, Bali, Indonesia. He is the first marketer to seem anyplace on a postage stamp, in this case allotted by Indonesia in 2003.
Other titular degrees have been from DePaul University, University of Zurich, Athens School of Economics, Catholic University Santo Domingo, Groupe HEC, University of Stockholm, Cracow School of Economics, Budapest School of Economic Science and Public Administration, Universidad Americana, BI Norwegian School of Management, Academy of Economic Studies in Bucharest, National University of Kyiv Mohyla Academy, Nyenrode Business University, Universidad del Pacifico, Mediterranean University, University American College”