Happy International Day of Marketing!

27/05/2024

Why May 27th?

May 27th is celebrated as Marketing Day to honor the birth of Philip Kotler, born on this day in Chicago in 1931. Kotler, acclaimed as the “father of modern marketing,” has significantly influenced the field through his extensive work, including over 80 books. His contributions have shaped the development and practice of marketing worldwide, making his birthday a fitting occasion to celebrate the discipline he helped pioneer.

Who is Philip Kotler?

Philip Kotler, a distinguished North American professor, is celebrated as the creator of Marketing as an academic discipline. Indeed, it is thanks to Kotler that universities worldwide now incorporate Marketing into their academic programs. Born in Chicago, Illinois, Kotler has held the International Marketing chair at Northwestern University since 1988, a testament to his influence in one of the world’s leading business schools.

Key Insights from Philip Kotler: A Modern Marketing Icon

To truly leverage Marketing and gain significant business advantages, it’s essential to understand the core concepts from the world’s most renowned marketing scholar:

Marketing Definition by Kotler: What is Marketing?

In his book “Marketing Management,” Kotler defines Marketing as

an administrative and social process through which individuals and groups obtain what they need and desire by the generation, offering, and exchange of valuable products with their equals.

What is Segmentation?

Kotler and Armstrong, in “Principles of Marketing,” describe segmentation as recognizing that you can’t satisfy all customers equally. To maximize satisfaction, you must define a “Target Market,” which consists of buyers with common needs or characteristics that a company decides to serve. This principle is evident in platforms like Facebook, which offers detailed segmentation through personalized ads.

What is Positioning?

According to Kotler, Positioning involves making your target audience aware of how you stand out from competitors. For example, Starbucks not only ensures fresh coffee but also offers a superior overall experience with a variety of choices, embodying their unique market position.

What is Marketing 1.0?

In an insightful interview, Kotler discusses three types of Marketing outlined in his book “Marketing 3.0: From Products to Customers to the Human Spirit.” Marketing 1.0 focuses on reaching customers’ minds by offering quality products and generating profits.

What is Marketing 2.0?

Kotler explains that some companies evolve to Marketing 2.0 by deeply understanding their customers through data analytics, offering tailored services based on consumer behavior and preferences.

What is Marketing 3.0?

The most advanced form, Marketing 3.0, involves understanding that customers exist in a world with economic and ecological challenges. Companies practicing Marketing 3.0 aim not only to sell products but also to contribute positively to the world, providing products, services, and value with a commitment to social betterment.

Kotler advises companies still operating at the Marketing 1.0 stage to progress step-by-step through Marketing 2.0 before fully embracing the principles of Marketing 3.0

Kotler’s legacy as the Father of Marketing and the Grandfather of Digital Marketing is a testament to his visionary thinking and enduring impact on the industry.

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