1. Dr. PHILIP KOTLER
(Who has earned a reputation as the `Father of Marketing’)
Born: May 27, 1931 in Chicago, Illinois.
Nationality: USA.
Occupation: Marketing Consultant
TEAM
1) K. Chaitanya, 2) M.V.R.K Prasad,
3) S.R.K Prasad, 4) Laxman Rao,
5) P.Vanajarani, 6) L.Srinivasa Rao,
7) S.Trinadha Rao, 8) B.Maruthi ,
9) K.Sravanthi, 10) P. Syam Siva prasad
"Marketing is not the art of finding clever ways to dispose of what you make. It is
the art of creating genuine customer value." — Philip Kotler

2. INTRODUCTION:
When the topic of discussion is marketing, there is only one name that
springs immediately to mind i.e., Philip Kotler. Kotler has, over the past four
decades, established a reputation for himself as the "Father of Marketing".
As the first person to define marketing as a field, he has achieved iconic
status in countries all over the world including Indonesia, where his invaluable
contributions have led to a postage stamp being brought out in his honor. His
book Marketing Management: Application, Planning, Implementation and Control
(1967), now in its thirteenth edition, is widely considered to be the `bible' of
marketing. As his colleague at Kellogg, I have had the privilege of working with
this "living legend" of marketing.
Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International
Marketing at the Kellogg School of Management at Northwestern University.
Kellogg was voted the “Best Business School” for six years in Business Week’s
survey of U.S. business schools. It is also rated as the “Best Business School for the
Teaching of Marketing”. Professor Kotler has significantly contributed to Kellogg’s
success through his many years of research and teaching there.
THE ACEDEMIC:
He received his master's degree at the University of Chicago and his PhD at
Massachusetts Institute of Technology, both in economics. He did postdoctoral
work in mathematics at Harvard University and in behavioral science at the
University of Chicago.
He has received honorary doctoral degrees from the Stockholm University,
University of Zurich, Athens University of Economics and Business, DePaul
University, the Cracow School of Business and Economics, Group H.E.C. in Paris,
the University of Economics and Business Administration in Vienna, Budapest
University of Economic Science and Public Administration, and the Catholic
University of Santo Domingo.
“Marketing is becoming a battle based more on information than on sales
power” – Philip Kotler.

3. THE CAREER:
Professor Kotler has consulted for such companies as IBM, General Electric, AT&T,
Honeywell, Bank of America, Merck and others in the areas of marketing strategy
and planning, marketing organization and international marketing.
Academic Positions:
S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg
School of Management, Northwestern University, 1988-present
Harold T. Martin Professor of Marketing, Kellogg School of
Management, Northwestern University, 1973-1987
Montgomery Ward Professor of Marketing, Kellogg School of
Management, Northwestern University, 1969-1972
Associate Professor of Marketing, Kellogg School of Management, Northwestern
University, 1965-1968
Assistant Professor of Market, Kellogg School of Management, Northwestern
University, 1962-1964
He has been Chairman of the College of Marketing of the Institute of
Management Sciences, a Director of the American Marketing Association, a
Trustee of the Marketing Science Institute, a Director of the MAC Group, a former
member of the Yankelovich Advisory Board, and a member of the Copernicus
Advisory Board.
He is a Member of the Board of Governors of the School of the Art Institute of
Chicago and a Member of the Advisory Board of the Drucker Foundation.
He has traveled extensively throughout Europe, Asia and South America, advising
and lecturing to many companies about how to apply sound economic and
marketing science principles to increase their competitiveness. He has also
advised governments on how to develop and position the skill sets and resources
of their companies for global competition.
“It is no longer enough to satisfy customers. You must delight them” –
Philip Kotler

4. AREAS OF EXPERTISE:
Arts Management
Arts Marketing
Brand Management
Business to Business Markets
Development Economics
Distribution Channels
International Business
International Marketing
Marketing Management
Marketing Strategy/Planning/Policy
New Product Development
Nonprofit Marketing
Sales Force Management
Strategy
Urban Development and Economics
THE AWARD WINNER:
Philip Kotler was selected in 2001 as the #4 major management guru by The Times
(behind Jack Welch, Bill Gates, and Peter Drucker,) and has been hailed by the
Management Centre Europe as "the world's foremost expert on the strategic
practice of marketing." In 2008, the Wall Street Journal listed him as the 6th most
influential person on business thinking.
Professor Kotler was the first recipient of the American Marketing Association’s
(AMA) “Distinguished Marketing Educator Award” (1985).
The European Association of Marketing Consultants and Sales Trainers awarded
Kotler their prize for “Marketing Excellence”.
He was chosen as the “Leader in Marketing Thought” by the Academic Members
of the AMA in a 1975 survey.
He also received the 1978 “Paul Converse Award” of the AMA, honoring his
original contribution to marketing.
In 1989, he received the Annual Charles Coolidge Parlin Marketing Research
Award.
“Watch the product life cycle; but more important, watch the market life
cycle” – Philip Kotler.

5. In 1995, the Sales and Marketing Executives International (SMEI) named him
“Marketer of the Year”.
Books by Philip Kotler (chronological order)
• Philip Kotler and Nancy R. Lee, Up and Out of Poverty: The Social Marketing Solution,
Wharton School, June 2009.
• Philip Kotler and John A. Caslione, Chaotics: The Business of Managing and Marketing in
The Age of Turbulence, AMACOM Publishing, May 2009.
• Philip Kotler, Joel Shalowitz, and Robert Stevens, Strategic Marketing for Health Care
Organization: Building a Customer Driven Health Care System, Jossey-Bass, 2008.
• Philip Kotler, Hermawan Kartajaya, and Hooi Den Huan, Think ASEAN: Rethinking
Marketing Toward ASEAN Community 2015, McGraw-Hill,2007.
• Philip Kotler and Nancy Lee, Marketing in the Public Sector: A Roadmap for Improved
Performance, Wharton School Publishing, 2006.
• Irving Rein, Philip Kotler, and Ben Shields, The Elusive Fan: Reinventing Sports in a
Crowded Marketplace, McGraw-Hill, 2006.
• Philip Kotler, David Gertner, Irving Rein, and Donald Haider, Marketing Places, Latin
America, Makron and Paidos, 2006.
• Philip Kotler and Waldemar Pfoertsch, B2B Brand Management, Springer, 2006.
• Philip Kotler, According to Kotler: The World's Foremost Authority on Marketing Answers
All Your Questions, AMACOM, 2005.
• Philip Kotler and Nancy Lee, Corporate Social Responsibility: Doing the Most Good for
Your Company and Your Cause, Wiley, 2005.
• Philip Kotler, Hermawan Kartajaya, and David Young, Attracting Investors: A Marketing
Approach to Finding Funds for Your Business, Wiley, 2004
• Philip Kotler, Ten Deadly Marketing Sins: Signs and Solutions, Wiley, 2004.
• Philip Kotler and Fernando Trias de Bes, Lateral Marketing: A New Approach to Finding
Product, Market, and Marketing Mix Ideas, Wiley, 2003.
• Philip Kotler, Hermawan Kartajaya, Hooi Den Hua, and Sandra Liu, Rethinking
Marketing: Sustainable Marketing Enterprise in Asia, Prentice-Hall, 2003.
• Francoise Simon, Philip Kotler, Global Biobrands: Taking Biotechnoloty to Market, The
Free Press, 2003.
• Philip Kotler, Marketing Insights from A to Z: 80 Concepts Every Manager Needs to
Know, Wiley, 2003.
• Philip Kotler, Dipak Jain, and Suvit Maesjincee, Marketing Moves: A New Approach to
Profits, Growth, and Renewal, Harvard Business School, 2002.
• Philip Kotler, A Framework for Marketing Management, Prentice-Hall, 2001 (subsequent
editions, 2003, 2007, and 2009).
• Philip Kotler, Irving Rein, Donald Haider, and Chrieter Asplund, Marketing Asian Places:
Attracting Investment, Industry, and Tourism to Cities, States, and Nations, Wiley, 2001.
“The successful salesperson cares first for the customer, second
for the products” – Philip Kotler.

6. • Philip Kotler and Hermawan Kartajaya, Repositioning Asia: From Bubble to Suistainable
Economy, Wiley, 2000.
• Philip Kotler, Irving Rein, Donald Haider, and Christer Asplund, Marketing Places Europe,
Financial Times, 1999.
• Philip Kotler, Swee Hoon Ang, Siew Meng Leong, and Chin Tiong Tan, Marketing
Management-An Asian Perspective, Prentice-Hall, 2006, 4th edition.
•
• Philip Kotler, Kotler on Marketing: How to Create, Win, and Dominate Markets, The Free
Press, 1999.
• Neil Kotler and Philip Kotler, Museum Strategy and Marketing: Designing Missions,
Building Audiences, Generating Revenue and Resources, Jossey Bass, 1998, 2008.
• Philip Kotler and Joanne Scheff, Standing Room Only: Strategies for Marketing the
Performing Arts, Harvard Business School Press, 1997.
• Philip Kotler, Gary Armstrong, and Veronica Wong, Principles of Marketing - European
Edition, 1996 (Subsequent editions in 1999, 2001, and 2005).
• Philip Kotler, John Bowen and James Makens, Marketing for Hospitality and Tourism,
Prentice-Hall, 1996, (Subsequent editions in 1999, 2003, and 2006).
• Philip Kotler, Irving Rein, and Donald Haider, Marketing Places: Attracting Investment,
Industry and Tourism to Cities, States and Nations, The Free Press, 1993.
• Philip Kotler, Norman Shawchuck, Bruce Wrenn, and Gustave Rath, Marketing for
Congregations: Choosing to Serve People More Effectively,Abingdon Press 1992.
• Philip Kotler and Eduardo Roberto, Social Marketing: Strategies for Changing Public
Behavior, The Free Press, 1989, 2002, and 2008. (Latest title in Philip Kotler and Nancy
Lee, Social Marketing: Influencing Behaviors for Good, Sage, 2008)
• Irving Rein, Philip Kotler, and Marty Stoller, High Visibility: The Making and Marketing of
Professionals into Celebrities, Dodd, Mead, & Co., 1987. (Subsequent editions 1998,
2006).
• Philip Kotler and Roberta N. Clarke, Marketing for Health Care Organizations, Prentice
Hall, 1987.
• Philip Kotler, Liam Fahey, and Somkid Jatusripitak, The New Competition, 1985
• Philip Kotler and Karen Fox, Strategic Marketing for Educational Institutions, Prentice
Hall 1985, 1995.
• Philip Kotler, Marketing Professional Services,Prentice Hall, 1984 (Paul N. Bloom and
Tom Hayes joined to do a second edition in 2002).
• Philip Kotler, Marketing Essentials, (later changed to Marketing-An Introduction),
Prentice Hall 1984, 1987, 1990, 1993, 1997, 2000, 2003, 2005, 2007, 2009. Gary
Armstrong joined as co-author in 1990.
• Philip Kotler and Gary Lilien, Marketing Models, Harper & Row, 1983. (this is a
substantial revision of Marketing Decision Making. It was revised in 1992, and published
by Prentice Hall with the addition of K. Sridhar Moorthy as third author.)
• Philip Kotler, Principles of Marketing, Prentice -Hall, 1980. (Subsequent editions 1983,
1986, 1989, 1991, 1994, 1996, 1999, 2001, 2004, 2006, 2008. Gary Armstrong joined as
co-author in 1989.)
“The best way to hold customers is to constantly figure out
how to give them more for less” – Philip Kotler.

7. • Philip Kotler, Strategic Marketing for Nonprofit Organizations, Prentice-Hall, 1975.
(Subsequent editions in 1982, 1986, 1991, 1996, 2003, and 2006. Alan Andreasen joined
as co-author in 1986.)
• Philip Kotler, Harold Guetzkow, and Randall L. Schultz, Simulation in Social
Administrative Science: Overviews and Case-Examples, Prentice-Hall, 1972.
• Philip Kotler, Gerald Zaltman, and Ira Kaufman, Creating Social Change, Holt, Rinehart,
and Winston, 1972.
• Philip Kotler, Marketing Management: Analysis, Planning, and Control, Prentice-Hall,
1967. (Subsequent editions 1971, 1976, 1980, 1984, 1988, 1991, 1994, 1997, 2000, 003,
2006, 2009). KeviLane Keller Joined as co-author in 2006.