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Indentification of a Marketing Guru

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Submitted By lizm
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Part 1. Identification of the marketing academic’s work

1. Introduction
Philip Kotler has come to be known as one of the pioneers who has contributed to the field of marketing by broadening the subject as a profession which is now taught in schools and as part of a key area which needs to be incorporated in the business as part of the business plan.

Born in Chicago on the 27th of May in 1931 to Russian Immigrants. He grew up with his three brothers in Chicago, where his parents ran a retail business. At an early Dr Kotler was seen to be someone who enjoyed reading. Dr Kotler is married to Nancy with three children.
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2. Professional Background Kotler earned his Masters degree in economics from University of Chicago and his PhD at M.I.T both in economics. He also did his postdoctoral work in mathematics at the Harvard University and behavioural science at the University of Chicago. In 1962 he joined the Northwestern University which was later named as Kellogg School of Management. He has since been known as the distinguished S.C. Johnson & Son Distinguished of International Marketing at the Kellogg School of Management at Northwestern University. In business he has consultated and researched for IBM, American Bank, General Electrical and Honeywell.

3. Author:
As an author he authored and co-authored 47 books by 2007. Amongst those books is the famous Marketing Management book which was released in 1967 which has since been recognised as the marketing bible, which has been translated into 18 languages. (See Appendix 1) 4. Articles:
Dr Kotler has published many articles and he has also received many awards. Of note was that he was the first recipient of the American Marketing Association’s (AMA) distinguished marketing educator award (1985). (See Appendix 2).

5. Kotlers body of work as an academic in marketing:…...

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...TE AM FL Y Praise for Marketing Insights from A to Z “The bagwan of Marketing strikes again. Leave it to Phil Kotler to revisit all of our blocking and tackling at just the right time . . . and as all great marketers know: ‘timing is everything.’” —Watts Wacker Founder and CEO, FirstMatter Author, The Deviant Advantage: How Fringe Ideas Create Mass Markets “Wide-ranging, readable, pithy, and right on target, these insights not only are a great refresher for marketing managers but should be required reading for all nonmarketing executives.” —Christopher Lovelock Adjunct Professor, Yale School of Management Author, Services Marketing “Kotler tackles the formidable challenge of explaining the entire world of marketing in a single book, and, remarkably, pulls it off. This book is a chance for you to rummage through the marketing toolbox, with Kotler looking over your shoulder telling you how to use each tool. Useful for both pros and those just starting out.” —Sam Hill Author, Sixty Trends in Sixty Minutes “This storehouse of marketing wisdom is an effective antidote for those who have lost sight of the basics, and a valuable road map for those seeking a marketing mind-set.” —George Day Geoffrey T. Boisi Professor of Marketing, Wharton School of Business “Here is anything and everything you need to know about where marketing stands today and where it’s going tomorrow. You can plunge into this tour de force at any point from A to Z and always come up with remarkable insights......

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