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Philip Kotler's Contributions to Marketing Theory and Practice

2011; Emerald Publishing Limited; Linguagem: Inglês

10.1108/s1548-6435(2011)0000008007

1944-7035

Philip Kotler,

Marketing and Advertising Strategies

The author describes how he entered the marketing field and describes his contributions in four sections: articles written, books published, students nurtured, and executives consulted and trained. He describes his contributions to the marketing field in nine areas: marketing theory and orientations, improving the role and practice of marketing, analytical marketing, the social and ethical side of marketing, globalization and international marketing competition, marketing in the new economy, creating and managing the product mix, strategic marketing, and broadening the concept and application of marketing.