Born in 1931, Philip Kotler is considered the marketing guru.
He is one of the most important figures on the world management scene.
In fact, his scientific approach and the consequent framing and structuring of marketing itself as a scientific discipline led the Financial Times to define him as one of the four “management gurus”.
A prominent figure along with Jack Welch, Bill Gates and Peter Drucker.
The Management Center Europe, on the other hand, hailed him as “the world’s leading expert in marketing strategies”.
THE ACADEMIC EDUCATION OF KOTLER, MARKETING GENIUS
The thought elaboration and the development of the critical analysis tools that Kotler used have certainly been affected by the influences coming from his academic career.
He holds a BA from the University of Chicago and a Ph.D. from the Massachusetts Institute of Technology, both in economics.
Then Kotler completed his postdoc in mathematics at Harvard University and in behavioral science at the University of Chicago.
They are disciplines that, combined, have certainly had a great impact on the elaboration of his later theories.
KOTLER, THE MOST FAMOUS MARKETING PUBLICATION
Kotler has written several books on the subject. The publication that had – and still has – major scientific and international relevance is entitled “Marketing Management”.
It was first published in 1967 and contains some of his most important contributions.
And, since then, it has been used in most universities and business schools around the world (with an adoption rate close to 60%).
In 1971, “ Marketing Decision-Making ” was published , a volume in which Kotler illustrates the evolution of the study of marketing.
From company function to management process of the whole company, with particular emphasis on the need to be based on a more scientific approach.
MARKETING 3.0: THE HISTORY OF MARKETING GOES ON
The publication of “Marketing 3.0” in 2010 marks another important step forward in the history of marketing.
It is in fact an innovative analysis on recent changes in society, on the new macroeconomic system and on new entrepreneurial strategies and techniques.
An analysis that finds its concretization in a new concept of marketing from an emotional point of view, a strategy attentive to the social problems and values that most interest customers.
We can say that the texts of the fourth marketing guru, whose contents will be explored in the following paragraphs, have been an important pillar in the academic path of many students.
It is a valuable contribution to the work of many professionals in the economic sector.
THE NEW ECONOMY: MARKET ORIENTATION IN KOTLER MARKETING
Kotler was able to revolutionize the concept of marketing by identifying a need never exploited before: companies must be receptive to the needs of the market.
Initially, marketing only meant “selling” and was seen as a one-to-one process from the company to the consumer.
He overturned this linear vision by proposing the results of his research, which were not long in being defined as a whole as “the new economy”.
These results in fact aimed to overcome the old economic model based on production and sales by shifting the focus on the needs of consumers.
“The new economy ” – says the fourth marketing guru – “takes into account the problem dictated by the need to perfect the perception of the market and establish a faster reaction to changes.
In other words, we are preparing to capture the stimuli coming from consumers and decrease the response time “ .
The traditional direction of the marketing process is thus reversed.
No longer from inside the company to the outside, but on the contrary, thus shifting the focus of the company from the product to the market and to the customer.
THE TRANSITION FROM A PRODUCTION ORIENTED COMPANY TO A MARKETING ORIENTED COMPANY
In “Marketing Management”, Kotler offers a concise definition of marketing.
“Marketing is the identification and satisfaction of human and social needs”, which can however vary according to the point of view from which the concept of marketing is analyzed.
To simplify it, it also provides a broader definition, intended as a “tool for understanding, creating, communicating and distributing value”.
Therefore it extends its field of action beyond simple business management.
His studies ranged from marketing to nations to people and professions.
THE MODEL OF THE FOUR “P”
Philip Kotler was responsible for the spread of the now well-known “four P model” of the marketing mix.
That is, the set of techniques and tools necessary to achieve certain marketing objectives.
Although it is perhaps less well known that it was not the fourth economic guru who invented it, but Professor Jerome McCarthy in the early 1960s.
The model organizes all operational marketing activities under four elements:
- Product
- Price
- Placement (Point of Sale)
- Promotion
As marketing studies continued, various additions to the model were proposed.
Some made by Kotler himself in an essay dating back to the 1980s.
Here he defines the importance of concepts such as “public relations”, the main presentation tool of the company.
And the “power”, or those systems of protection or favoritism of a product in the market by government systems.
THE MODEL OF THE FOUR “C”
Thanks to the continuation of the analysis of the various models, a criticism of the “four Ps” model emerged.
However, it represents outputs generated by a company and directed to the market, and is therefore still too “company-centric”.
This criticism was accepted by Kotler and used by him to evolve the previous model.
In other words, it has set up a subsequent one focused primarily on the customer and on the ability that the product must assume to concretely respond to his needs.
The new model therefore associates to the four “P” as many “C”:
- Customer value
- Cost for the customer
- Convenience
- Communication
The points above therefore highlight a step preceding the “P”.
The company should therefore think first in terms of customer value, and only then set up the marketing activities of the company.
A MORE HUMAN AND LONG LASTING MARKETING
As previously stated, Philip Kotler has a vision of marketing as a humanistic phenomenon, a process that has the customer and their needs at the center.
And in which companies are able to open a two-way dialogue between company and consumer.
But marketing changes.
In this regard, Kotler, trying to listen to the needs of the constantly evolving market, has outlined a more humane concept of marketing.
And he summarized it in ten main points, which allow companies to adopt a new emotional approach that leverages the customer’s humanity.
They are:
- Treat customers with love and competitors with respect.
- Be ready for transformation and change.
- Make the values clear and support them.
- Focus on the segment that can deliver the most benefits.
- Practicing honest prices to make your qualities understood.
- Help potential customers reach the company and its products.
- Seeing customers as customers for life.
- See each business as a service, because each product is linked to a service.
- Improve your business process every day.
- Consider various aspects and information (not just financial) before making a decision.
Sharing these latest findings helped designate Philip Kotler as one of the pioneers of social marketing.
