Gurus On Marketing

FIVE
Philip Kotler
Kotler on marketing management
Philip Kotler is the world’s pre-eminent marketing guru. He is S. C.
Johnson and Son Distinguished Professor of International Marketing
at the J. L. Kellogg Graduate School of management, Northwestern
University.
He has published well over one hundred articles on marketing in the
leading professional and academic journals and written various
books on marketing including the most widely read book ‘Marketing
Management: Analysis, Planning, Implementation, and control’ published
by Prentice Hall International Inc.
As a marketing guru and distinguished academic and writer he has
popularised marketing as an academic subject.
In this chapter we will explore various concepts and theories which
were presented in his widely recommended book ‘Marketing Management:
Analysis, Implementation, and Control’. This book covers at
great length key marketing concepts, advice on how these concepts
can be applied, key marketing tools, macro and micro perspectives
of becoming market-oriented companies. At micro level it covers at
great length the subject of segmentation, consumer behaviour, market
positioning, product development, managing product life cycles,
designing pricing strategies and so on.
FIVE PHILIP KOTLER 73