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.

1. PHILIP KOTLER, Ph.D
KELLOGG SCHOOL OF MANAGEMENT
NORTHWESTERN UNIVERSITY
MAY 28, 2014
NEW YORK CITY
THE FUTURE OF
MARKETING

2. MY BACKGROUND
1950-53
Milton Friedman
University of Chicago
1953-56
Paul Samuelson & Robert Solow
MIT

3. Frank Bass, Robert Buzzell, William Lazer
Jerry McCarthy and Ed Pessemier (not pictured)
THE FORD FOUNDATION PROGRAM, 1960

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. 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. THE BROADENING OF MARKETING
• Commercial marketing
• Place marketing
• Person marketing
• Social marketing
• Political marketing

7. MARKETING FOR NONPROFIT ORGANIZATIONS
Professor Alan Andreasen
Georgetown University

8. SOCIAL MARKETING
Jerry Zaltman Nancy Lee

9. CORPORATE SOCIAL RESPONSIBILITY

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.
VALUES-BASED MATRIX OF S.C. JOHNSON

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. THE PROBLEM: PROFITABLE GROWTH

14. “THIS TIME LIKE ALL TIMES IS A GOOD ONE,
IF WE BUT KNOW WHAT TO DO WITH IT.”
RALPH WALDO EMERSON