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F kotler biography. Philip Kotler: biography, career, personal life

Philip Kotler, considered to be the founder of modern marketing theory, was born on May 27, 1931 in Chicago, USA into a Russian-Ukrainian family of immigrants. He is married and has three daughters.

From 1962 to the present, Philip Kotler is Professor of International Marketing at the J.L. Kellogg Graduate School of Management at Northwestern University, Evanston, Illinois. He received a master's degree in economics in 1953 at the University of Chicago, a doctorate (in Russia corresponds to a candidate of sciences) in 1956 at the Massachusetts Institute of Technology, and then continued his scientific activities (as a Post Doctoral Fellow) at Harvard - in the field of mathematics, as well as at the University of Chicago - in the field of behaviorism (personality behavior).

Professor Kotler was Chairman of the Management Institute's College of Marketing, Director of the American Marketing Association, Trustee of the Marketing Institute, Director of the MAC Group, and a member of the Yankelovich Advisory Board, Copernicus Advisory Board. He was a member board of trustees Schools of the Arts in Chicago and a member of the advisory board of the Peter Drucker Foundation.

Philip Kotler has advised companies such as IBM, General Electric, AT&T, Honeywell, Bank of America, Merck and others on marketing strategy and marketing planning, marketing organization and international marketing. He visited many countries in Europe, Asia and South America, where he lectured and consulted various companies on the application of economic and marketing principles in order to increase their competitiveness. He has also advised governments and authorities different countries on how to develop and position the skills and resources of companies in these countries to be competitive in the global market.

Currently, Philip Kotler, along with his teaching and writing activities, works for the Kotler Marketing Group (KMG), an international marketing consulting company.

The new book of the world famous marketing guru "Marketing 3.0" will be a revelation for many and only for the most sophisticated in marketing it will be a confirmation of what they themselves intuitively guessed for a long time. V developed countries already today (and in developing countries - very soon) only a company that will master and begin to apply marketing 3.0 in business will be able to count on victory over competitors. In short, this is a method of the most subtle, sophisticated impact on the consumer, in which not only the mind and emotions are affected, but also the soul of a person. Take advantage of it, and soon all the buyers and customers of your competitors will go to you.

A huge advantage of Marketing 3.0 over the two previous versions is that it will help any company to connect to the solution global problems humanity (poverty, pollution environment, social injustice, fatal diseases) with a commercial benefit for yourself! Do good - and make money on it.

Who is this book for?

Marketers, managers at various levels, teachers and students.

Philip Kotler, Professor of International Marketing, Graduate School of Management. J.L. Kellogg Northwestern University. One of the world's leading marketing authorities. His work has shaped and guided the development of marketing throughout the world for the past forty years. He was awarded numerous awards and honorary titles educational institutions all over the world. Philip Kotler is widely known in the world, his books have been translated into twenty-five languages, and he himself regularly lectures in many countries.

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People about books

On the shelf of the store, this book is adjacent to another with a similar name, published by the employees of a certain consulting company and is entirely devoted to optimizing sites in terms of user interface and their indexing by search engines. Is it possible that the new work of Kotler and his comrades, equipped with such a broadcast title, is devoted to some of the technical aspects of the practice of creating and promoting websites?

The scope of the book denotes a small, but emotional, energetic and informative foreword by the Indonesian President Yudhoyono, by the way, the author of more than 20 books and an outstanding personality. The preface clearly and bluntly states that we have before us an ambitious and completely scientific work dedicated to meeting global challenges.

About 15 years ago, I talked with a Japanese colleague (at that time I was an employee of a Japanese trading house) about the main difficulty when starting a new business. With the brevity characteristic of the Japanese, a colleague summed up the circumstances as follows: to take out a loan is inexpensive and easy, others technical difficulties are also surmountable. The question is always about the idea of the business.

Japan is a developed and advanced country, although it is experiencing stagnation. Looking around, we can find that our entire planet has acquired some of the features previously identified with Japan. The model of runaway expansion marks the limits of its applicability. Natural resources, thank God, are not yet running out, but the limits are visible here too. The lack of production capacity was forgotten decades ago. What can become the engine of development?

Overall, the book answers the question of what the parameters of a viable business idea should be today. Logically and captivatingly, the book demonstrates, like a disassembled nesting doll, how changes in mechanisms economic activity causes a shift in the foundations of cultural life. I do not share the authors' enthusiasm for the growing influence of the nascent creative class, they seem somewhat premature to me, but it is not necessary to argue with the fact that in our era it is easier to express oneself than ever and with the fact that such self-expression is becoming more and more in demand. ...

The idea of the book can be compared to the spiritual practice of business. Indeed, greater information transparency and infinite resources require a comprehensive understanding of the mutual influences of business and how to manage them. Some time ago, branding or, for example, segmentation, was a step forward, now it is clear that the whole line has stepped up. Only those who are comprehensively prepared, motivated and adequately equipped have a chance of success.

The chapter on shareholder relations seems to provide an explanation of the “Damodaran paradox” - this business valuation classic noted that when assessing the value of a company, it is supposed to rely on the rationality of the investment market, and then neglect it.

Since the assessment is made on the basis of the forecast of financial flows, the optimism of the forecast - half-empty or half-full glass - is directly related to the extent to which the investor shares the values of the company. This belief is the result of the company's work.

The book draws attention to the fact that the market is a more variegated and more varied phenomenon than just the mature market in the United States and the peripheral mature market of the EEC, as could be inferred from earlier writings on marketing. The authors draw attention to the transformation of the pyramidal structure of the developing countries' market into a rhombic one, summarizing in some way the processes of globalization and commodity commoditization.

The book or its Russian translation is not free from shortcomings, for example, when describing a certain joint venture in Bangladesh on page 189, it is indicated that "... the mission was very simple: to save the world by packing yogurt." Page 205 states that "in the late 1800s ... biological weapons became fashionable ..."

The book is conceptual in nature, so some lack of practicality and applicability to everyday tasks cannot be attributed to disadvantages.

Summing up, we can say that we have before us a labor expanding consciousness. A must have for everyone who claims to have fundamental knowledge in business ...

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Philip Kotler

Marketing Basics

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Introduction

In today's complex world, we all need to understand marketing. When we sell a car, look for a job, raise funds for charity or promote an idea, we do marketing. We need to know what the market is, who operates on it, how it functions, what its needs are.

We need to understand marketing and our role as consumers and our role as citizens. Someone is constantly trying to sell us something, and we must be able to recognize the applied methods of selling. Knowledge of marketing allows us to behave more intelligently as consumers, whether it is buying toothpaste, frozen pizza, personal computer or a new car.

Marketing is one of the foundational disciplines for market professionals such as salespeople, retailers, advertisers, marketing researchers, new and branded product managers, etc. They need to know how to describe a market and break it down into segments; how to assess the needs, demands and preferences of consumers within the target market; how to design and test a product with the right products for this market consumer properties; how through the price to convey to the consumer the idea of the value of the goods; how to choose skilled intermediaries to make the product available and well presented; how to advertise a product so that consumers know it and want to buy it. A professional market figure must, without a doubt, have a wide range of knowledge and skills.

Those wishing to study marketing can find many books on the subject. But even the thickest textbooks barely slide on the surface of this science, because a huge amount of information is needed to know about each marketing tool. Newcomers to the study of marketing need the most general idea about its basics, so as not to drown in the sea of specific details. It is from the standpoint of this approach that the proposed book “Fundamentals of Marketing. Short course ".

At the same time, the book "Fundamentals of Marketing. Short Course ”should not be viewed as just a general excursion. The topic is too exciting to be limited to a schematic representation. The book contains case studies illustrating the drama of modern marketing: the failure of the CBS cable television system; endless confrontation between Coca-Cola and Pepsi-Cola; rise in the beer market of the Miller firm from seventh to second place; the influence of Avon women traveling salesmen on home shopping; a long-term campaign by Columbia Records to popularize the Main at Work Orchestra; price war in the home computer market, etc. Each chapter begins with a description of a significant marketing event. Real-world examples cited throughout each chapter fill dry marketing knowledge with the heartbeat of life.

While working on this book, I was guided by several principles. It should be fun to read. It should cover all the main points that both the market figure and the ordinary citizen need to know. The story should develop logically from chapter to chapter. The presentation should be based on scientific research data, and not on hearsay or speculation and should be focused on management problems. My goal is to prepare the reader to make better marketing decisions.

Philip Kotler

Means to facilitate the assimilation of the material

The book uses many special techniques to make it easier for students to learn marketing. Here are the main ones.

Statement of goals. To prepare for the perception of the material, each chapter is preceded by a statement of the goals set for it.

Initial splash screen. Each chapter begins with a short marketing story leading up to the core material.

Digital data, tables. The main provisions and principles discussed in the book are illustrated.

Sidebars. Throughout the book, additional examples and other interesting information are given in a special way.

Summary. Each chapter concludes with a brief review of its key points and principles.

Issues for discussion. Each chapter is provided with a selection of questions covering the entire volume of the material presented in it.

Basic concepts. Definitions of new concepts are provided at the end of each chapter.

Applications. Two appendices, Marketing Arithmetic and Marketing Careers, provide additional material of practical interest.

Chapter 1. Social foundations marketing: meeting human needs

Goals

After reading this chapter, you should be able to:

1. Define marketing and talk about its role in the economy.

2. Compare five approaches to marketing management.

3. Explain what buyers, sellers and ordinary citizens expect from the marketing system.

4. Explain how organizations use marketing.

The day-to-day impact of marketing on consumers

Marketing affects the interests of each of us on any day of our life. We wake up when the Sears clock comes on to a song by Barbra Streisand, followed by a United Airlines commercial for a Hawaii vacation. In the bathroom, we brush our teeth with Colgate paste, shave with a Gillette razor, freshen our mouths with Listerine antiseptic, spray our hair with Revlon varnish, and use many other toiletries and accessories made in different parts of the world. We put on Calvin Klein jeans and Bass boots. In the kitchen, we sip a glass of Minute Made orange juice, put Kellogg crunchy rice on a plate, and fill it with Borden milk. After a while, we have a cup of Maxwell House coffee with two teaspoons of Domino granulated sugar while munching on a Sara Lee bun. We buy oranges grown in California, coffee imported from Brazil, a newspaper made from Canadian wood, and the news reaches us on the radio from as far away as Australia. Sorting through the mail, we find in it another catalog of the Metropolitan Museum, a letter from sales representative insurance company "Prudential" with an offer various services and coupons to save money on our favorite branded items. We leave the house and go to shopping center Northbrook Court with Neyman-Marcus, Lord & Taylor, Sears and hundreds of stores crammed with floor-to-ceiling merchandise. Then we work out in the Nautilus health and fitness center, get our hair cut in the Vidal Sassoon salon and, with the help of the Thomas Cook travel agents, plan a trip to the Caribbean.

All this became possible thanks to the marketing system, and with minimal effort on our part. It provided us with a standard of living that our predecessors could only dream of.

What is Marketing

What is behind the concept of "marketing"? Most people mistakenly equate marketing with sales and advertising.

And no wonder! After all, Americans are constantly harassed by television commercials, newspaper ads, direct mail advertisements, and salesman visits. Someone is trying to sell something all the time. There seems to be no escape from death, taxes and commerce.

Therefore, many are surprised to learn that the most important element marketing is not sales at all. Sales is just the tip of the marketing iceberg, one of its many functions, and often not the most essential. If the market maker has done a good job in marketing areas such as identifying consumer needs, designing and pricing suitable products, setting up a distribution system and efficient incentives, such products will surely go easy.

Everyone knows about the so-called special hot goods that consumers hunt in droves. When the Eastman Kodak company created the Instamatic type cameras, the Atari company created the first video games, and the Mazda company created the PX-7 sports car, they were inundated with orders because they offered exactly the goods that were in that time is needed. Not imitation products, but products that clearly differ from existing ones and offer consumers new benefits.

One of the leading management theorists, Peter Drucker, puts it this way: “The goal of marketing is to make sales efforts unnecessary. Its goal is to get to know and understand the client so well that the product or service will exactly fit the latter and sell itself. "

Philip Kotler is a renowned researcher who has made tremendous contributions to the development of marketing area... Below, this person will be discussed in more detail.

Biographical information

Kotler was born in 1931 in one of the American cities. His parents were Ukrainians who moved to the United States in 1917. Philip received an excellent education. He graduated from the University of Chicago, of which he later became, and was also able to defend his scientific work at Harvard.

For a long time, Kotler's place of work remained graduate School management at Northwestern University in the United States, where he was engaged in teaching and scientific activities... It is noteworthy that the above-mentioned educational institution has been repeatedly recognized as the best American business school. This is certainly Philip's contribution.

Kotler is the author of many books on marketing and management, and total scientific articles, written by him, exceeds a hundred. Latest in different time were published in well-known magazines. Kotler's merits were highly appreciated, so Philip received the prestigious Alpha Kappa Psi award, which is received by the authors best articles on the topic of marketing. As for Kotler's books, the most famous of them is called Marketing Management. This tutorial, which is studied by students of higher educational institutions from different countries.

At one time, Kotler was involved in the provision of advisory services. His clients are such companies as:

Bank of America;

Coca Cola;

Motorola;

General Electric.

Also, the governments of many states did not fail to use the services of Philip. In most cases, Kotler was involved in creating marketing programs for state-owned companies operating in an intensely competitive environment.

Learn more about marketing contributions

Marketing is one of the activities that allows you to satisfy desires and needs through exchange processes.

Kotler was of the opinion that marketing is one of the greatest inventions of the 20th century. The main merit of the scientist is that he was able to prove that efficient management company without using marketing tools impossible. In addition, Philip identified the main functions of marketing, namely:

1. Market segmentation;

2. Collecting market data;

3. Positioning of the product;

4. Market forecasting.

In his works, Kotler focused on the fact that marketing thinking develops thanks to political, managerial, economic, international and behavioral concepts. The researcher has always emphasized that the main thing in marketing is exchange. This means that this area exists in order to increase the number of transactions between companies and consumers. As for the future of marketing, Kotler believed that over time, this science would become a reflection of human behavior in society.

Kotler's marketing concept

Marketing is a process that consists of:

Planning and implementation of an idea;

Pricing;

The promotion and sale of a product or service through an exchange that meets the needs of the parties.

Planning is an important part of marketing. Its current and strategic option is of great importance, because it is the only way analyze the market situation, search for and select new sales markets, create marketing programs. All this is required in order for the company's goal to be achieved. Philip believed that initially all marketing strategies are unique, but later they are copied, and this negatively affects the level of their effectiveness. Combining strategies is impossible, because this can cause them to "rot".

Kotler's concept has been heavily criticized many times. Some scholars still believe that Philip looked too simply at the market and its components. Not everyone agrees with them. Many marketers are convinced that Kotler's idea was widespread for the reason that it clearly showed the need to develop theory in practice. In this regard, simple definitions and formulations are a huge plus, because it makes it easier to understand what actions need to be taken.

There is hardly a person today who has done more than ( Philip kotler). Perhaps it will not be an exaggeration to say that without F. Kotler there was no marketing either. It was he who first spoke of marketing as a separate science. It was he who systematized and generalized the disparate marketing knowledge, techniques and principles developed in the framework of other sciences. There is currently no greater authority on marketing theory than Kotler. And his "Fundamentals of Marketing" has withstood a dozen reprints and has long become the reference book of any marketer.

The main scientific achievements of F. Kotler

As already mentioned, the main merit of Kotler is that he was the first to collect in unified system scattered knowledge about marketing from many other sciences (management, psychology, etc.). Today he is rightfully considered the "father" of marketing; human, who singled out marketing as a separate independent science.

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Philip Kotel is the founder of Science Marketing.

F. Kotler has written many books on management and marketing, as well as over 100 scientific articles for leading world magazines.

His most famous work in Russia is the book “ Marketing Basics "(" Principles of Marketing ") has gone through about a dozen reprints and has become a marketing classic.

Of the others important works Professor Kotler is worth noting the textbook " Marketing manager t "(" Marketing Management "), which is also very popular all over the world.

Philip's contribution to the development of marketing is, in fact, very large. In addition to being the founder of modern marketing, he has developed such marketing concepts as mega-marketing, de-marketing, synchromarketing, turbomarketing and others.

Biography of Philip Kotler

(Philip Kotler) was born on May 27, 1931 in the USA, in the city of Chicago. Philip's parents lived in the Russian Empire until 1917, and after the Bolshevik revolution they emigrated to America.

Having entered the University of Chicago, in 1953 F. Kotler graduated from it with a master's degree in economics. And in 1956 he received his Ph.D. from the famous MIT (Massachusetts Institute of Technology). Further, Kotler continues his scientific research, studying mathematics at Harvard and the theory of personality behavior (in the field of behaviorism) at the University of Chicago.

From 1962 to the present day, Kotler is professor of international marketing.

This work is licensed under the Creative Commons Attribution 2.0 Generic (CC BY 2.0) license. Attribution: Marcio Okabe, on Flickr.com

Philip Kotler signs his book "Marketing 3.0" at HSM Expo 2010.

In 1967 his first book, Marketing Management, was published.

Having become famous in the world of economics, F. Kotler begins to advise many successful and large companies such as General Electric, Samsung, IBM, Coca-Cola and others.

Kotler travels a lot. He visited countries in Europe, Asia and South America. In 1998, Kotler paid a visit to Russia.

Currently F. Kotler, along with his teaching and writing activities, works in the company " Kotler Marketing Group »(KMG) - an international marketing consulting company.

book " Marketing Basics"F. Kotler is often called the" Bible "of marketing;
Kotler considers Virgin CEO to be his inspirations Richard Branson and for many years leading Apple Steve Jobs;
Kotler estimates his hour of work at $50 000 .

useful links

Philip Kotler's official website - http://www.pkotler.org/
The official website of the company "Kotler Marketing Group" - http://www.kotlermarketing.com/

Galyautdinov R.R.