Philip Kotler

Philip Kotler (born May 27, 1931) is an American marketing author, consultant, and professor emeritus; the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University (1962–2018).

He is known for popularizing the definition of marketing mix.

He is the author of over 80 books, including Marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Market Your Way to Growth, Winning Global Markets, Strategic Marketing for Health Care Organizations, Social Marketing, Social Media Marketing, My Adventures in Marketing, Up and Out of Poverty, and Winning at Innovation. Kotler describes strategic marketing as serving as "the link between society's needs and its pattern of industrial response."

Kotler helped create the field of social marketing that focuses on helping individuals and groups modify their behaviors toward healthier and safer living styles.

He also created the concept of "demarketing" to aid in the task of reducing the level of demand.

He developed the concepts of "prosumers," "atmospherics," and "societal marketing."

He is regarded as "The Father of Modern Marketing" by many scholars.

Kotler's latest work focuses on economic justice and the shortcomings of capitalism.

Philip Kotler was the oldest of their three sons; he was born in Chicago on May 27, 1931.

He studied at DePaul University for two years and was accepted without a bachelor's degree into the Master's program at the University of Chicago (1953) and completed his PhD at Massachusetts Institute of Technology (1956), earning both degrees in economics.

He studied under three Nobel Laureates in Economic Science: Milton Friedman, Paul Samuelson, and Robert Solow.

He did a year of postdoctoral work in mathematics at Harvard University (1960) and in behavioral science at the University of Chicago (1961).

Kotler began teaching marketing in 1962 at the Kellogg School of Management, Northwestern University.

He believed marketing was an essential part of economics and saw demand as influenced not only by price but also by advertising, sales promotions, sales forces, direct mail, and various middlemen (agents, retailers, wholesalers, etc.) operating as sales and distribution channels.

In 1967, Kotler published Marketing Management: Analysis, Planning, and Control, now in its 15th edition,{2016} and the world's most widely adopted textbook in graduate schools of business.

Whereas previous marketing textbooks were highly descriptive, this text was the first to draw on economic science, organizational theory, psychology of behavior and choice, and analytics.

It described theory and practice, and drew on findings from empirical studies and cases.

On December 9, 1996, the Financial Times cited Marketing Management as one of the 50 greatest business books of all time {December 9, 1996}

Kotler is the author and co-author of over 166 published articles and 80 books.

Kotler has also written books on such subjects as corporate social responsibility, education, environment, government marketing, healthcare, hospitality, innovation, museums, performing arts, place marketing, poverty alleviation, professional services, religious institutions, tourism, capitalism, and democracy.

He was invited to be the first Legend in Marketing.

In 2003, the Financial Times described Kotler's three contributions to marketing and to management:

"First, he has done more than any other writer or scholar to promote the importance of marketing, transforming it from a peripheral activity, bolted on to the more 'important' work of production. Second, he continued a trend started by Peter Drucker, shifting emphasis away from price and distribution to a greater focus on meeting customers' needs and on the benefits received from a product or service. Third, he has broadened the concept of marketing from more selling to a general process of communication and exchange, and has shown how marketing can be extended and applied to charities, museums, performing arts organizations, political parties and many other non-commercial situations."

Kotler argued for "broadening the field of marketing" to cover not only commercial operations but also the operations of non-profit organizations and government agencies.

He held that marketing can be applied not only to products, services, and experiences, but also to causes, ideas, persons, and places.

Thus a museum needs the marketing skills of Product, Price, Place, and Promotion (the 4P's) if it is to be successful in attracting visitors, donors, staff members, and public support.

Kotler and Gerald Zaltman created the field of social marketing, which applies marketing theory to influence behavior change that would benefit consumers, their peers, and society as a whole.

Kotler and Sidney Levy developed the idea of demarketing, which organizations must employ to reduce overall or selective demand when demand is too high.

Thus, when water is in short supply, the government needs to persuade various water consumers to reduce water usage so that enough water will be available for essential uses.

His published articles are presented, analyzed, and commented on in the nine-volume Legends in Marketing Series: Philip Kotler, edited by Professor Jagdish Sheth (2012).

He published Confronting Capitalism: Real Solutions for a Troubled Economic System in 2015, Democracy in Decline: Rebuilding its Future in 2016, "Advancing the Common Good" in 2019, and Brand Activism: From Purpose to Action in 2018.

Philip Kotler's parents, Betty and Maurice, emigrated from Ukraine as teenagers and settled in Chicago.

In 2016, he co-founded (with Christian Sarkar) The Marketing Journal, an online site dedicated to sharing insights and next practices in marketing.

In 2017, Kotler published his autobiography, My Adventures in Marketing, an account of his experiences from his formative years to the present, including his views on topics such as demarketing, brand activism, marketing of the arts, place marketing, as well as the challenges facing capitalism, democracy, and the common good.

In 2018, Christian Sarkar and Kotler began promoting brand activism, the idea that businesses must go beyond Corporate Social Responsibility to tackle the world's most urgent problems.

In 2021 Kotler launched the Regenerative Marketing Institute with Christian Sarkar and Enrico Foglia.

The Institute promotes the practice of regeneration of the Common Good in institutions, businesses, and communities.

In 2023, Kotler co-authored Regeneration: The Future of Community in a Permacrisis World, with Sarkar and Foglia.

In 2018, he co-founded a think tank with futurist David Houle and Jason Voss called The Sarasota Institute.

The TSI sponsors public meetings and publishes peer-reviewed articles in ten areas: Technology, Public Policy, Natural Resources, Marketing and Media, Intelligence, Health Care, Education, Democracy, Climate Change, and Economics.