PHILIP KOTLER, Ph.D
KELLOGG SCHOOL OF MANAGEMENT
NORTHWESTERN UNIVERSITY
MAY 28, 2014
NEW YORK CITY
THE FUTURE OF
MARKETING
MY BACKGROUND
1950-53
Milton Friedman
University of Chicago
1953-56
Paul Samuelson & Robert Solow
MIT
Frank Bass, Robert Buzzell, William Lazer
Jerry McCarthy and Ed Pessemier (not pictured)
THE FORD FOUNDATION PROGRAM, 1960
PROBLEMS WITH ECONOMIC THEORY
•  Classical economic theory focuses on price. It fails to take into account major
forces th...
EARLY KOTLER MARKETING BOOKS
1. Marketing Management 1967. Based
on economic theory, social-psychology
theory, organizatio...
THE BROADENING OF MARKETING
• Commercial marketing
• Place marketing
• Person marketing
• Social marketing
• Political mar...
MARKETING FOR NONPROFIT ORGANIZATIONS
Professor Alan Andreasen
Georgetown University
SOCIAL MARKETING
Jerry Zaltman Nancy Lee
CORPORATE SOCIAL RESPONSIBILITY
 
	
  VALUES-BASED MATRIX (VBM) MODEL
INDIVIDUAL
COMPANY
Mind Heart Spirit
Deliver
SATISFACTION
Realize
ASPIRATION
Practis...
 
	
  VALUES-BASED MATRIX OF S.C. JOHNSON
POSTWAR SOARING
TURBULENT
UNCERTAIN
ONE-TO-ONE
FINANCIALLY-DRIVEN1950s
1960s
1970s
1980s
1990s
2000s
•  The Marketing Mix
...
THE PROBLEM: PROFITABLE GROWTH
“THIS TIME LIKE ALL TIMES IS A GOOD ONE,
IF WE BUT KNOW WHAT TO DO WITH IT.”
RALPH WALDO EMERSON
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Philip Kotler Presentation - NYAMA Marketing Hall of Fame

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Dr. Kotler gave an expansive talk that traced the origins of modern marketing and implications for the future in his presentation at the 2014 Marketing Hall of Fame Induction Ceremony, May 28th, NYC.

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Philip Kotler Presentation - NYAMA Marketing Hall of Fame

  1. 1. PHILIP KOTLER, Ph.D KELLOGG SCHOOL OF MANAGEMENT NORTHWESTERN UNIVERSITY MAY 28, 2014 NEW YORK CITY THE FUTURE OF MARKETING
  2. 2. MY BACKGROUND 1950-53 Milton Friedman University of Chicago 1953-56 Paul Samuelson & Robert Solow MIT
  3. 3. Frank Bass, Robert Buzzell, William Lazer Jerry McCarthy and Ed Pessemier (not pictured) THE FORD FOUNDATION PROGRAM, 1960
  4. 4. PROBLEMS WITH ECONOMIC THEORY •  Classical economic theory focuses on price. It fails to take into account major forces that affect market behavior and market institutions, namely the impact of marketing channels, advertising, sales force, and sales promotion on demand and supply. •  Classical economic theory assumes rational maximizing behavior on the part of consumers, middlemen, and producers. •  The new economics is now called behavioral economics. The Nobel Prize in Economic Science recognized Kahneman and Tversky, two psychologists, for their work on economic irrationality. Behavioral economics is another word for Marketing! For 100 years marketers have been enriching economic theory without gaining any recognition from economists.
  5. 5. EARLY KOTLER MARKETING BOOKS 1. Marketing Management 1967. Based on economic theory, social-psychology theory, organizational theory, and mathematical theory. 2. Marketing Decision Making 1971. Sales response theory, carryover effects, multiple territories, multiple products, joint marketing and production planning, multiple goals, uncertainty.
  6. 6. THE BROADENING OF MARKETING • Commercial marketing • Place marketing • Person marketing • Social marketing • Political marketing
  7. 7. MARKETING FOR NONPROFIT ORGANIZATIONS Professor Alan Andreasen Georgetown University
  8. 8. SOCIAL MARKETING Jerry Zaltman Nancy Lee
  9. 9. CORPORATE SOCIAL RESPONSIBILITY
  10. 10.    VALUES-BASED MATRIX (VBM) MODEL INDIVIDUAL COMPANY Mind Heart Spirit Deliver SATISFACTION Realize ASPIRATION Practise COMPASSION Profit  Ability Return  Ability Sustain  Ability Be  BETTER DIFFERENTIATE Make  a DIFFERENCE MISSION (Why) VISION (What) VALUES (How)
  11. 11.    VALUES-BASED MATRIX OF S.C. JOHNSON
  12. 12. POSTWAR SOARING TURBULENT UNCERTAIN ONE-TO-ONE FINANCIALLY-DRIVEN1950s 1960s 1970s 1980s 1990s 2000s •  The Marketing Mix •  Product Life Cycle •  Brand Image •  Market Segmentation •  The Marketing Concept •  The Marketing Audit •  The Four Ps •  Marketing Myopia •  Lifestyle Marketing •  The Broadened Concept of Marketing •  Targeting •  Positioning •  Strategic Marketing •  Service Marketing •  Social Marketing •  Societal Marketing •  Macro-marketing •  Marketing Warfare •  Global Marketing •  Local Marketing •  Mega-marketing •  Direct Marketing •  Customer Relationship Marketing •  Internal Marketing •  Emotional Marketing •  Experiential Marketing •  Internet and e- business Marketing •  Sponsorship Marketing •  Marketing Ethics •  ROMI Marketing •  Brand Equity Marketing •  Customer Equity Marketing •  Social Responsibility Marketing •  Consumer Empowerment •  Social Media Marketing •  Tribalism •  Authenticity Marketing •  Co-creation Marketing •  Crowdsourcing Marketing THE EVOLUTION OF MARKETING CONCEPTS
  13. 13. THE PROBLEM: PROFITABLE GROWTH
  14. 14. “THIS TIME LIKE ALL TIMES IS A GOOD ONE, IF WE BUT KNOW WHAT TO DO WITH IT.” RALPH WALDO EMERSON

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