One of his first phrases holds that “the organization’s marketing task is to determine the needs, wants and interests of target markets and to achieve the desired results more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s or society’s well-being.” He saw how important this was and pushed for marketing to become its own major at universities and as part of MBA programs. Kotler believed marketing was an essential part of economics and saw that demand was influenced not only by price but also by advertising, promotions, sales forces, direct mail, middlemen and distribution channels.
He pushed for marketing to become a discipline back in the 1960s. He published the first true book on the principles of marketing and later on marketing management. Kotler “literally” wrote the book on marketing. Psychology. All the things about what makes people tick all tied back to the marketing principles Philip Kotler wrote about. It was compelling. The more I learned about Philip Kotler, the more I liked the class, which ultimately impacted me and the path I followed.Ĭonsumer behavior. Phillip Kotler’s principles delved into consumer behavior, why people think a certain way and how you must listen to the customer and adapt your product. I soaked up the information the instructor provided in the classroom. Of course, in the pre-Internet age, I couldn’t simply Google Philip Kotler’s name to learn about him. Instead, I read the bio on the book’s sleeve. I noted the cool marketing design on the cover graced by the name of Phillip Kotler. I purchased what I thought was an expensive textbook. When I was a college student and life was much easier, even though I might not have realized it back then, I walked into one particular class on marketing. In first grade, most of us are taught that George Washington is the “Father of our Country.” Those who have studied management and leadership and moved into management positions know that Peter Drucker is considered the “Father of Modern Management.” Chuck Berry, who died in 2017, was often referred to as the “Father of Rock ‘n Roll.” As a big basketball guy, I know that James Naismith is considered the “Father of Basketball.” He invented the game.
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