Philip Kotler: The Father of Modern Marketing

People refer to Philip Kotler as the ‘father of modern marketing’. His contribution to marketing is vast and his ideas are foundational. What really stands out was his analytical approach to what was, before Kotler, a woolly and vague social science.

Watching this video is worth 2 Management Courses CPD Points*.
🔎 See below for details

Marketing for Managers
This video is part of course module number 8.3.6
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 6: Masters of Marketing

Other videos in this section include:

LESSON NOTES

Kotler’s 4 Big Ideas
1. Marketing as a Core Business Function
2. Focus on Your Customer’s Needs
3. Marketing as a Process of Exchange and Communication
4. Five Product Levels

Levitt believed that corporations should standardize their products globally, and build global brand messages and marketing campaigns.
Kotler saw the value of this but argued that corporations must embrace cultural and other local differences. He advocates a mixture of global and local marketing that has become known as ‘glocal’.

RECOMMENDED EXERCISE
1. What is the status of marketing in your organization? To what extent is it core? And, in the case of your organization, what are the pros and cons of Kotler's assertion that it should be? (3 MC CPD Points)
2. To what extent does your organization prioritize understanding the needs of its customers or clients? What else could it do, to improve this? (3 MC CPD Points)
3. How do the products or services your organization offers fit into Kotler's 5 product levels? (3 MC CPD Points)

DOWNLOADS
Free Resources
Paid resources

RECOMMENDED READING
📖 Very quick overview
📖 Good general overviews
📖 Small business marketing
📖 For a textbook, you can’t go wrong with Kotler’s name on it!

⭕️ Links to our book recommendations are affiliated through Amazon

MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS
You can record your Management Courses CPD points on our free, downloadable CPD record log.
Each video has two levels of MC CPD points. For this video:
- If you simply watched the video, record 2 MC CPD points
- If you also carried out all of the recommended exercises, score a total of 11 MC CPD points

00:00 - Philip Kotler, the Father of Modern Marketing
00:50 - About Philip Kotler
01:52 - Kotler’s 4 Big Ideas
02:06 - Marketing as a Core Business Function
03:00 - Focus on Your Customer’s Needs
03:52 - Marketing as a Process of Exchange and Communication
04:45 - Five Product Levels
06:52 - Summing up Philip Kotler

#Marketing #ManagementCourses #PhilipKotler

[ManagementCourses]

In this video, I describe 4 big marketing ideas from the giant of the field, Philip Kotler.
Thank you for watching - please do like, subscribe, and hit the notification bell so YouTube knows to let you know when I produce more videos. And you can now use the $ Thanks button, under the video, to make a small donation with a highlighted comment.