Gurus On Marketing

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Kotler’s key publications The range of the topics and issues covered by Philip Kotler is enormous and breath-taking. Following are some of his publications: • Kotler, Phillip (2000) ‘Marketing Management’. Millennium edition. Prentice Hall. • Kotler, Phillip (1999) ‘Kotler on Marketing: How to create, win, and dominate markets.’ Free Press. • Kotler, Phillip (1999) with Armstrong, Gary ‘Principles of Marketing’ 8th edition. Prentice Hall. • Kotler, Philip; Bowen, James; Makens, James C. (1998). ‘Marketing for Hospitality and Tourism’ Prentice Hall. • Kotler, Philip; Armstrong, Gary, ‘Marketing: An Introduction.’ Prentice Hall. • Kotler, Philip; Schiff, Joanne (1997). ‘Standing Room Only: Strategies for marketing the performing arts.’ • Kotler, Philip; Somkid Jatusripitak; Suvit Maesince (1997). ‘The making of Nations. A strategic approach to building national wealth’ Free Press. • Kotler, Philip; Stoller, Martin R. (1997). ‘High Visibility: The making and marketing of professionals into celebrities.’ NTC Pub. Group. • Kotler, Philip. (1996) ‘Principles of Marketing’. European edition. Prentice Hall. • Kotler, Philip; Fox, Karen F. A. (1995). ‘Strategic marketing for educational institutions’. • Kotler, Philip; Bloom, Paul N. (1984) ‘Marketing Professional Services’. Prentice Hall. • Kotler, Philip (1982). ‘Marketing for non-profit organisation’. Prentice Hall. 86 GURUS ON MARKETING
At the feet of Philip Kotler: Lessons learnt: • The guiding principle in marketing is consumer value. • Marketing is based on the process of exchange. • This process incorporates socio-economic and managerial perspectives. • Marketing affects all types of organisations – for-profit and not-for-profit organisations. • To achieve success, organisations have to respond to changes in the external environment. • Such responses necessitate preparation of a strategic plan. • The strategic plan should be followed by marketing planning. • The marketing plan should pay attention to marketing mix. • Segment your market. Make sure the segments are substantial, measurable, accessible and actionable. • Consider the nature of your product and service. FIVE PHILIP KOTLER 87
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gurus on Marketing Sultan Kermally
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GURUS ON MARKETING SULTAN KERMALLY
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Dedication This book is dedicated t
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Acknowledgements This book would no
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About the author Sultan Kermally is
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Contents Introduction 1 The relatio
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SIX Tom Peters 89 Close to the cust
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Introduction Gurus are management t
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This book considers the following g
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Michael Porter Michael Porter is th
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Philip Kotler Philip Kotler is the
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Plan of the book The book begins by
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ONE The fundamentals of marketing T
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Kotler 3 then advocated the importa
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Characteristics of service They are
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• Consider the promotion budget.
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For example, if an organisation is
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Brand extension Brand extension is
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Marketing strategy Marketing strate
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According to Warren J. Keegan 11 :
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L M N O P Q R S T U V Listen to you
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TWO Peter Drucker Peter Drucker is
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The thinking was heavily influenced
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Where does Peter Drucker come in? S
Page 49 and 50: The customer as the decision-maker
Page 51 and 52: What do marketing gurus and writers
Page 53 and 54: Writers on marketing since Drucker
Page 55 and 56: Some organisations now use very sop
Page 57 and 58: THREE Theodore Levitt On marketing
Page 59 and 60: He put forward four conditions whic
Page 61 and 62: Marketing Myopia was a landmark art
Page 63 and 64: Decline After the maturity stage wh
Page 65 and 66: Nariman Dhalla and Sonia Yuspeh in
Page 67 and 68: Technological advances have resulte
Page 69 and 70: This was Professor Levitt’s semin
Page 71 and 72: FOUR Michael Porter Michael Porter
Page 73 and 74: 4 the bargaining power of buyers, 5
Page 75 and 76: ‘A market signal is any action by
Page 77 and 78: Criticisms of Porter’s Five Force
Page 79 and 80: in the buyer’s value chain, which
Page 81 and 82: A differentiation strategy This str
Page 83 and 84: Factors which are likely to make a
Page 85 and 86: Porter’s key publications • ‘
Page 87 and 88: FIVE Philip Kotler Kotler on market
Page 89 and 90: Marketing therefore is a process of
Page 91 and 92: and there is no further contact. Th
Page 93 and 94: The marketing plan should pay parti
Page 95 and 96: Micro perspective Kotler then moves
Page 97 and 98: Team-oriented approach seems to be
Page 99: Kotler’s perspective on strategic
Page 103 and 104: SIX Tom Peters In terms of ‘guru
Page 105 and 106: Peters and Waterman highlight the f
Page 107 and 108: Closing remarks: A controversy ‘W
Page 109 and 110: The emphasis is on applying technol
Page 111 and 112: The pursuit of WOW! • Every job h
Page 113 and 114: • Invite customers to visit any f
Page 115 and 116: tices. The patient generally gets w
Page 117 and 118: Peter’s key publications • Pete
Page 119 and 120: SEVEN George Day George day is Geof
Page 121 and 122: These strategies are similar to Por
Page 123 and 124: You cannot take an internally focus
Page 125 and 126: KNOWLEDGE@WHARTON Isn’t Ford’s
Page 127 and 128: ings. These included the high value
Page 129 and 130: Configuration perspective Day found
Page 131 and 132: He has published extensively in var
Page 133 and 134: EIGHT Jagdish Sheth Dr. Jagdish She
Page 135 and 136: Various studies reinforce the point
Page 137 and 138: • To create value for clients the
Page 139 and 140: At the feet of Jagdish Sheth: Lesso
Page 141 and 142: NINE Thomas T. Nagle Nagle on prici
Page 143 and 144: • Understanding price sensitivity
Page 145 and 146: At the feet of Thomas Nagle: Lesson
Page 147 and 148: TEN Gurus and strategic analytical
Page 149 and 150: Existing product/new market Here th
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Low growth/high share The strategic
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General Electric Strategic Planning
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Shell Directional Policy Matrix She
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Opportunities In scanning the exter
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The STEP analysis (sometimes known
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STEP factors influence significantl
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Benchmarking According to Philip Ko
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ELEVEN Further information Suggeste
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• Porter, Michael. ‘Competitive
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14 Drucker, Peter, ‘Innovation an
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Blank
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Thorogood publishing Thorogood publ
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