“broadening the field of marketing”
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Philip Kotler
Philip Kotler is an American marketing author, consultant, and professor emeritus. From 1962 to 2018, he was the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is known for popularizing he concept of the marketing mix.
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business · American marketing author (born 1931) · economist · mathematician · writer · university teacher · businessperson · also Philip Kotler, Kotler
Born 27 May 1931 · Q164170
33 published statements · 0 followers
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A alta administração deve identificar e estimular novas idéias em três grupos que tendem a ser mal representados na formulação de estratégias: funcionários com perspectivas jovens, funcionários distanciados da sede da empresa e funcionários novos no setor. Cada grupo é capaz de desafiar a ortodoxia corporativa e estimular novas idéias.
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2026· 1 entry
2025· 1 entry
Was recognized by the World Marketing Summit for his lifelong contribution to the advancement of global marketing thought
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2024· 2 entries
Benzinga.com: Vibrant Publishers Announces Reprints of Philip Kotler's Articles in the Legend in Marketing Series
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The first European Kotler Award ceremony took place in Poland
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2023· 1 entry
Kotler co-authored Regeneration: The Future of Community in a Permacrisis World, with Sarkar and Foglia
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2021· 2 entries
Kotler co-founded the Regenerative Marketing Institute with Enrico Foglia and Christian Sarkar
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Kotler launched the Regenerative Marketing Institute with Christian Sarkar and Enrico Foglia
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2019· 1 entry
Sarkar and Kotler began an open-source project to model the world's most urgent problems
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2018· 2 entries
Co-founded a think tank with futurist David Houle and Jason Voss called The Sarasota Institute
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Christian Sarkar and Kotler began promoting brand activism, the idea that businesses must go beyond Corporate Social Responsibility to tackle the world's most urgent problems
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2017· 1 entry
Kotler published his autobiography, My Adventures in Marketing, an account of his experiences from his formative years to the present, including his views on topics such as demarketing, brand activism, marketing of the a
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2016· 2 entries
MIT Technology Review: Philip Kotler, PhD ’56
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Co-founded (with Christian Sarkar) The Marketing Journal, an online site dedicated to sharing insights and next practices in marketing
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2015· 1 entry
Democracy in Decline: Rebuilding its Future in 2016, "Advancing the Common Good" in 2019, and Brand Activism: From Purpose to Action in 2018
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2014· 1 entry
The Conversation: Q&A: Philip Kotler on whether traditional marketing is dead
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2007· 1 entry
Became Indonesia’s Special Ambassador for Tourism
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2005· 1 entry
A Financial Times survey ranked him fourth among the most influential business thinkers worldwide, after Peter Drucker, Bill Gates, and Jack Welch
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2003· 1 entry
The Financial Times described Kotler's three contributions to marketing and to management:
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1996· 1 entry
The Financial Times cited Marketing Management as one of the 50 greatest business books of all time
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1975· 1 entry
Kotler received the first “Leader in Marketing Thought” award from the American Marketing Association
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1971· 9 entries
“Valor entregue ao cliente é a diferença entre o valor total para o cliente e o custo total para o cliente. O valor total para o cliente é o conjunto de benefícios que os clientes esperam de um determinado produto ou serviço. O custo total para o cliente é o conjunto de custo em que os consumidores esperam incorrer para avaliar, obter, utilizar e descartar um produto ou serviço.”
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“A alta administração deve identificar e estimular novas idéias em três grupos que tendem a ser mal representados na formulação de estratégias: funcionários com perspectivas jovens, funcionários distanciados da sede da empresa e funcionários novos no setor. Cada grupo é capaz de desafiar a ortodoxia corporativa e estimular novas idéias.”
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“Satisfação consiste na sensação de prazer ou desapontamento resultantes da comparação do desempenho (ou resultado) percebido de um produto em relação às expectativas do comprador.”
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“As empresas têm maiores chances de se saírem bem quando escolhem seus mercados-alvo com cuidado e preparam programas de marketing customizados.”
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“O marketing de relacionamento estabelece sólidas ligações econômicas, técnicas e sociais entre as partes. Ele reduz o dinheiro e o tempo investidos nas transações. Nos casos mais bem sucedidos, as transações deixam de ser negociadas de tempos em tempos e se tornam rotineiras.”
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“Definimos valor como a razão entre o que o cliente recebe e o que ele dá. O cliente recebe benefícios e assume custos. Os benefícios incluem benefícios funcionais e emocionais. Os custos incluem custos monetários, de tempo, de energia e psicológicos.”
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“Bens tangíveis ou produtos constituem a maior parte do esforço de produção e marketing da maioria dos países […]. Nos países em desenvolvimento, os bens – principalmente alimentos, commodities, itens de vestuário e habitação – são o sustentáculo da economia.”
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“Ao estabelecer declarações de missão , políticas, estratégias e metas, a matriz determina a estrutura dentro da qual as divisões e as unidades de negócios preparam seus planos.”
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“Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value. It is the art of helping your customers become better of.”
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1967· 1 entry
Kotler published Marketing Management: Analysis, Planning, and Control, now in its 15th edition, and the world's most widely adopted textbook in graduate schools of business
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1962· 1 entry
At the Kellogg School of Management, Northwestern University
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1953· 1 entry
And a PhD in economics from the Massachusetts Institute of Technology in 1956
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1931· 1 entry
Born 1931-05-27.
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