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Purpose: This paper presents an autobiographical sketch of Philip Kotler. Design/methodology/approach: I use an autobiographical narrative. Findings: This sketch focuses on my contributions to the marketing discipline in teaching and, especially, in book publishing while including some of the many scholars who have collaborated with me. Originality/value: This paper is a condensed sketch based on the full-length autobiography titled My Adventures in Marketing forthcoming on Kindle.
Philip Kotler
S.C. Johnson & Son Distinguished Professor of
International Marketing
Kellogg School of Management
Northwestern University
A. Books
1. Philip Kotler, Marketing Management:Analysis,
Planning, and Control, Prentice-Hall, 1967.
(Subsequent editions 1971, 1976, 1980, 1984, 1988,
1991, 1994, 1997, 2000, 2003, 2006, 2009, 2012,
2015). Kevin Lane Keller Joined as co-author in 2006.
2. Philip Kotler, Gerald Zaltman, and Ira Kaufman,
Creating Social Change, Holt, Rinehart, and Winston,
3. Philip Kotler, Marketing Decision Making: A Model-
Building Approach, Prentice-Hall, 1972.
4. Philip Kotler, Harold Guetzkow, and Randall L.
Schultz, Simulation in Social Administrative Science:
Overviews and Case-Examples, Prentice-Hall, 1972.
5. Philip Kotler, Strategic Marketing for Nonprofit
Organizations, Prentice-Hall, 1975. (Subsequent
editions in 1982, 1987, 1991, 1996, 2003, 2008). Alan
Andreasen joined as co-author in 1986.
6. Philip Kotler, Principles of Marketing, Prentice-Hall,
1980. (Subsequent editions 1983, 1986, 1989, 1991,
1994, 1996, 1999, 2001, 2004, 2006, 2008, 2010,
2012, 2014, 2016). Gary Armstrong joined as co-
author in 1989.)
7. Philip Kotler and Gary Lilien, Marketing Models,
Harper & Row, 1983. It was revised in 1992 and
published by Prentice-Hall with the addition of K.
Sridhar Moorthy as third author.)
8. Philip Kotler and Keith Cox, Marketing Management
and Strategy: A Reader, Prentice-Hall, 1980.
9. Philip Kotler, Marketing Essentials, (later changed to
Marketing-An Introduction), Prentice-Hall 1984, 1987,
1990, 1993, 1997, 2000, 2003, 2005, 2007, 2009.
2011, 2013, 2015. Gary Armstrong joined as co-
author in 1990.
10. Philip Kotler, Marketing Professional Services,
Prentice-Hall, 1984 (Paul N. Bloom in the first edition
and Tom Hayes joined us in the second edition in
11. Philip Kotler and Karen Fox, Strategic Marketing for
Educational Institutions, Prentice-Hall 1985, 1995.
12. Philip Kotler, The New Competition: What Theory Z
Didn’t Tell You About – Marketing, Prentice-Hall,
13. Philip Kotler and Roberta N. Clarke, Marketing for
Health Care Organizations, Prentice-Hall, 1987.
14. Irving Rein, Philip Kotler, and Marty Stoller, High
Visibility: The Making and Marketing of Professionals
into Celebrities, Dodd, Mead, & Co., 1987.
(Subsequent editions 1998, 2006).
15. Philip Kotler and Eduardo Roberto, Social Marketing:
Strategies for Changing Public Behavior, The Free
Press, 1989.
16. Philip Kotler, Norman Shawchuck, Bruce Wrenn, and
Gustave Rath, Marketing for Congregations:
Choosing to Serve People More Effectively, Abingdon
Press, 1992. (Revised in 2009 as Philip Kotler, Bruce
Wrenn and Norman Shawchuck, Building Strong
17. Philip Kotler, Irving Rein, and Donald Haider,
Marketing Places: Attracting Investment, Industry,
and Tourism to Cities, States, and Nations, The Free
Press, 1993.
18. Philip Kotler, John Bowen, and James Makens,
Marketing for Hospitality and Tourism, Prentice-Hall,
1996. (Subsequent editions in 1999, 2003, and 2006).
19. Philip Kotler, Gary Armstrong, and Veronica Wong,
Principles of Marketing - European Edition, Prentice-
Hall Europe, 1996. (Subsequent editions in 1999,
2001, and 2005).
20. Philip Kotler, Swee Hoon Ang, Siew Meng Leong,
Chin Tiong Tan, Marketing Management: An Asian
Perspective, Prentice-Hall, 1996, 1999, 2003.
21. Philip Kotler, Somkid Jatusripitak, and Suvit
Maesincee, The Marketing of Nations: A Strategic
Approach to Building National Wealth, The Free
Press, 1997.
22. Philip Kotler and Joanne Scheff, Standing Room
Only: Strategies for Marketing the Performing Arts,
Harvard Business School Press, 1997.
23. Neil Kotler and Philip Kotler, Museum Marketing and
Strategy: Designing Missions, Building Audiences,
Generating Revenue and Resources, Jossey Bass,
1998, 2008.
24. Philip Kotler, Kotler on Marketing: How to Create,
Win, and Dominate Markets, The Free Press, 1999.
25. Philip Kotler, Swee Hoon Ang, Siew Meng Leong,
and Chin Tiong Tan, Marketing Management-An
Asian Perspective, Prentice-Hall, 1999, 2006.
26. Philip Kotler, Irving Rein, Donald Haider, and
Christer Asplund, Marketing Places Europe, Financial
Times, 1999.
27. Philip Kotler and Hermawan Kartajaya, Repositioning
Asia: From Bubble to Sustainable Economy, Wiley,
28. Philip Kotler, Michael Hamlin, Irving Rein, and
Donald Haider, Marketing Asian Places: Attracting
Investment, Industry, and Tourism to Cities, States,
and Nations, Wiley, 2001.
29. Philip Kotler, A Framework for Marketing
Management, Prentice-Hall, 2001 (Subsequent
editions in 2003, 2007, and 2009).
30. Philip Kotler, Dipak Jain, and Suvit Maesincee,
Marketing Moves: A New Approach to Profits,
Growth, and Renewal, Harvard Business School,
31. Philip Kotler, Nancy Lee and Eduardo Roberto, Social
Marketing: Improving the Quality of Life, The Free
Press, 2002. (Latest title is Philip Kotler and Nancy
Lee, Social Marketing: Influencing Behaviors for
Good, Sage, 2008).
32. Philip Kotler, Marketing Insights from A to Z: 80
Concepts Every Manager Needs to Know, Wiley,
33. Francoise Simon and Philip Kotler, Global Biobrands:
Taking Biotechnology to Market, The Free Press,
34. Philip Kotler, Hermawan Kartajaya, Hooi Den Hua,
and Sandra Liu, Rethinking Marketing: Sustainable
Marketing Enterprise in Asia, Prentice-Hall, 2003.
35. Philip Kotler and Fernando Trias de Bes, Lateral
Marketing: A New Approach to Finding Product,
Market, and Marketing Mix Ideas, Wiley, 2003.
36. Philip Kotler, Ten Deadly Marketing Sins: Signs and
Solutions, Wiley, 2004.
37. Philip Kotler, Hermawan Kartajaya, and David Young,
Attracting Investors: A Marketing Approach to
Finding Funds for Your Business, Wiley, 2004.
38. Philip Kotler, Linden Brown, Stewart Adam, Gary
Armstrong, 6th edition, Marketing Management,
Pearson, 2004.
39. Philip Kotler and Nancy R. Lee, Corporate Social
Responsibility: Doing the Most Good for Your
Company and Your Cause, Wiley, 2005.
40. Philip Kotler, Philip Kotlers FAQs on Marketing,
Scriptum, Amsterdam, 2004
41. Philip Kotler, According to Kotler: The World's
Foremost Authority on Marketing Answers All Your
Questions, AMACOM, 2005.
42. Philip Kotler, Gary Armstrong, Swee Hoon Ang, Siew
Meng Leong, Chin Tiong Tan, David K. Tse,
Principles of Marketing: An Asian Perspective,
Pearson, 2005.
43. Philip Kotler and Waldemar Pfoertsch, B2B Brand
Management, Springer, 2006.
44. Philip Kotler, David Gertner, Irving Rein, and Donald
Haider, Marketing Places, Latin America, Makron and
Paidos, 2006.
45. Irving Rein, Philip Kotler, and Ben Shields, The
Elusive Fan: Reinventing Sports in a Crowded
Marketplace, McGraw-Hill, 2006.
46. Philip Kotler and Nancy R. Lee, Marketing in the
Public Sector: A Roadmap for Improved Performance,
Wharton School Publishing, 2006.
47. Gary Armstrong, Philip Kotler, and Geoffrey da Silva,
Marketing: An Introduction; An Asian Perspective,
Prentice=Hall, 2006.
48. Philip Kotler, Kevin Lane Keller, Peggy Cunningham,
Marketing Management: Canadian 12th edition,
Pearson, 2006.
49. Philip Kotler, Hermawan Kartajaya, and Hooi Den
Hua, Think ASEAN: Rethinking Marketing Toward
ASEAN Community, McGraw-Hill, 2007. Updated in
50. Philip Kotler, Joel Shalowitz, and Robert Stevens,
Strategic Marketing for Health Care Organizations:
Building a Customer Driven Health Care System,
Jossey-Bass, 2008.
51. Philip Kotler and John A. Caslione, Chaotics: The
Business of Managing and Marketing in the Age of
Turbulence (New York: AMACOM, Spring 2009).
52. Philip Kotler, Kevin Lane Keller, Abraham Koshy, and
Jha Mithileshwar, Marketing Management: A South
Asian Perspective, Pearson, 2009.
53. Philip Kotler and Nancy R. Lee, Up and Out of
Poverty: The Social Marketing Solution (Philadelphia:
Wharton School Publishing, Spring 2009). (A winner
in the 800-CEO-Read Business Book Awards for
54. Philip Kotler, Kevin Lane Keller, and Taihong Lu,
Marketing Management in China, Pearson, 2009.
55. Hong Cheng, Philip Kotler and Nancy R. Lee, Social
Marketing for Public Health: Global Trends and
Success Stories, Sudbury, Ma. Jones and Bartlett,
56. Philip Kotler, Hermawan Kartajaya, and Iwan
Setiawan, Marketing 3.0: From Products to
Customers to the Human Spirit (Wiley, 2010).
57. Bruce Wrenn, Philip Kotler, and Norman Shawchuck,
Building Strong Congregations, Autumn House
Publishing, 2010.
58. Philip Kotler and Waldermar Pfoertsch, Ingredient
Branding: Making the Invisible Visible, Springer 2011.
59. Philip Kotler, Roland Berger, and Nils Bickhoff, The
Quintessence of Strategic Management, Springer,
2010, 2016
60. Doug McKenzie-Mohr, Nancy R. Lee, P. Wesley
Schultz, and Philip Kotler, Social Marketing to
Protect the Environment: What Works. Sage 2012.
61. Fernando Trias de Bes and Philip Kotler, Winning at
Innovation: The A to F Model , Palgrave, 2012.
62. Philip Kotler, David Hessekiel, and Nancy R. Lee,
Good Works! Marketing and Corporate Initiatives
that Build a Better World...and the Bottom Line,
Wiley, 2013. (Voted 4th best marketing book of the
year by Expert Marketing Magazine EMM)
63. Adam Lindgreen, Philip Kotler, Joelle Vanhamme and
Francoise Maon, A Stakeholder Approach to
Corporate Social Responsibility: Pressures, Conflicts
and Reconciliation, London, UK, Gower, 2012.
64. Philip Kotler and Milton Kotler, Market Your Way to
Growth: Eight Ways to Win, Wiley, 2013.
65. Philip Kotler, Kevin Keller, Salah S. Hassan, Imad B.
Baalbaki, and Hamed M. Shamma, Marketing
Management (Arab World Edition), Pearson Higher
Education, 2012.
Marketing Management (Arab World Editions)
with MyMarketingLab Access Card
Salah S. Hassan, Chairman & Professor
Department of Marketing School of
Business The George Washington
Imad B. Baalbaki, Marketing Professor
Assistant Vice President O$ce of
Development. American University of
Hamed M. Shamma, Assistant Professor of
Marketing, American University of Cairo
Philip Kotler, Northwestern University
Kevin Lane Keller, Amos Tuck School of
Business, Dartmouth College
ISBN-10: 1447925211 • ISBN-
13: 9781447925217
©2012 • Pearson Higher Education
• Kit/Package/ShrinkWrap
Published 02 Aug 2012 • Instock
66. Philip and Milton Kotler, Winning Global Markets:
How Businesses Invest and Prosper in the World’s
High Growth Cities, Wiley 2015. Voted #3 of the 20
top marketing books in 2015.
67. Philip Kotler, Confronting Capitalism: Real Solutions
for a Troubled Economic System, AMACOM, 2015.
68. Philip Kotler, Waldemar Pfoertsch, and
Transformational Sales, Springer 2016.
69. Philip Kotler, Democracy in Decline: Rebuilding its
Future, Sage 2016 (July).
70. Philip Kotler, Hermawan Kartajaya, and Iwan
Setiawan, Marketing 4.0: Moving from Traditional to
Digital, Wiley, 2017.
71. Philip Kotler, Hermawan Kartajaya, and Den Huan
Hooi, Marketing for Competitiveness: Asia to the
World: In the Age of Digital Consumers, World
Scientific Press, 2017.
72. Philip Kotler, My Adventures in Marketing: The
Autobiography of Philip Kotler, Idea Bite Press, 2017.
73. Svend Hollensen, Philip Kotler, and Marc Oliver
Opresnik, Social Media Marketing: A Practitioner’s
Guide, Amazon Direct Publishing, 2017.
74. Philip Kotler and Giuseppe Stigliano, Retail
Marketing 4.0., Mondadori, Milan, 2018.
75. Christian Sarkar and Philip Kotler, Brand Activism:
From Purpose to Action, Houston, TX, Idea Bite
Press, 2018.
76. Philip Kotler, Hermawan Kartajaya, and Den Huan
Hooi, Asian Competitors: Marketing for
Competitiveness, World Scientific Press, 2019.
77. Philip Kotler, Advancing the Common Good:
Strategies for Business, Governments, and NonProfits,
Praeger, 2019.
78. Philip Kotler and Shigetaka Komari, Never Stop –
Winning Through Innovation, Kotler Impact (Story of
Fujifilm) 2020
79. Philip Kotler and Giuseppe Stigliano, Fashion 4.0,
Mondadori, Milan, 2020
80. Philip Kotler and Den Huan Hooi, Winning the
Future: Marketing and Entrepreneurship in Harmony,
World Scientific Press, 2020.
81. Philip Kotler, Marc Oliver Opresnik, and Kahzon
Takaoko, Digital Marketing Management and
Transformation by Innovation (2020)
82. Philip Kotler and Christian Sarkar, Losing Our
Democracy (2020)
83. Philip Kotler, Hermawan Kartajaya, and Iwan
Setiawan, Marketing 5.0 Wiley (2021)
84. Philip Kotler, Waldemar Pfoertsch, and Uwe
Sponholz, H2H Marketing: The Genesis of Human-to-
Human Marketing (2021)
85. Nancy Lee and Philip Kotler, Success in Social
Marketing: 100 Case Studies from Around the Globe,
86. Philip Kotler, Japan and the Future of Marketing –
Strategies to Predict What Comes Next, Kadokawa,
87. Svend Hollensen, Philip Kotler, and Marc Oliver
Opresnik, Social Media Marketing: A Practitioner’s
Guide, Amazon Direct Publishing, 2017.
88. Philip Kotler and Giuseppe Stigliano, Retail
Marketing 4.0., Mondadori, Milan, 2018.
89. Christian Sarkar and Philip Kotler, Brand Activism:
From Purpose to Action, Houston, TX, Idea Bite
Press, 2018.
90. Philip Kotler, Hermawan Kartajaya, and Den Huan
Hooi, Asian Competitors: Marketing for
Competitiveness, World Scientific Press, 2019.
91. Philip Kotler, Advancing the Common Good:
Strategies for Business, Governments, and NonProfits,
Praeger, 2019.
92. Philip Kotler and Shigetaka Komari, Never Stop –
Winning Through Innovation, Kotler Impact (Story of
Fujifilm) 2020
93. Philip Kotler and Den Huan Hooi, Winning the
Future: Marketing and Entrepreneurship in Harmony,
World Scientific Press, 2021.
94. Philip Kotler, Marc Oliver Opresnik, and Kahzon
Takaoko, Digital Marketing Management and
Transformation by Innovation (2020)
95. Philip Kotler and Christian Sarkar, Losing Our
Democracy, Idea Bite Press 2020.
96. Philip Kotler, Waldemar Pfoertsch and Uwe Sponholz,
H2H Marketing: The Genesis of Human-to-Human
Marketing, Springer 2021.
B. Journal Articles
1. Philip Kotler, “Elements in a Theory of Growth Stock
Valuation,” Financial Analysts Journal, May-June,
1962, pp. 3-10. (Winner of the 1962 Graham and Dodd
Award for best article of the year in the Financial
Analysts Journal.).
2. Philip Kotler. “The Use of Mathematical Models in
Marketing,” Journal of Marketing, October 1963, Vol.
27. Issue 4, pp. 31-41.
3. Philip Kotler, “Marketing Mix Decisions for New
Products,” Journal of Marketing Research, February
1964, Vol. 1, Issue 1, pp. 43-49.
4. Philip Kotler, “Toward an Explicit Model for Media
Selection,” Journal of Advertising Research, March
1964, Vol. 4, No. 1, pp. 34-41. (Winner of the 1964
MacLaren Advertising Research Award and the 1964
Media/Scope Merit Award.)
5. Philip Kotler, “Quantitative Analysis in Marketing
Research,” in Reflections on Progress in Marketing, ed.
L. George Smith, (Chicago: American Marketing
Association, 1965), pp. 651-663.
6. Philip Kotler, “The Competitive Marketing Simulator -
A New Management Tool,” California Management
Review, Spring 1965, pp. 49-60. (Winner of the
McKinsey Award for the second best article for the year
1964-65 and winner of the 1964 Merit Award of the
Chicago Chapter of the American Marketing
7. Philip Kotler, “Phasing Out Weak Products,” Harvard
Business Review, March-April 1965, Vol. 43, Issue 2,
pp. 107-118.
8. Philip Kotler, “Behavioral Models for Analyzing
Buyers,” Journal of Marketing, October 1965, Vol.29,
Issue 4, pp. 37-45.
9. Philip Kotler, “Competitive Strategies for New Product
Marketing Over the Life Cycle,” Management Science,
December 1965, Vol. 12, No. 4, pp. 104-119.
10. Philip Kotler, “Diagnosing the Marketing Takeover,”
Harvard Business Review, November-December 1965,
Vol. 43, Issue 6, pp. 70-72.
11. Philip Kotler, “Profits and the Marketing Concept,”
Synopsis, Journal of the Belgian National Productivity
Center, December 1965, pp. 1-16.
12. Philip Kotler, “Evaluating Competitive Marketing
Strategies through Computer Simulation,” in Marketing
and Economic Growth, ed. Peter D. Bennett, (Chicago:
American Marketing Association, 1966), pp. 338-352.
13. Philip Kotler, “Computerized Media Selection: Some
Notes on the State of the Art,” Occasional Papers in
Advertising, (Applications of the Sciences in Marketing
Management, Special Editor C. H. Sandage) Vol. 1, No.
1, January 1966, pp. 45-52. (Babson Park, MA:
American Academy of Advertising, The Babson
Institute). (Winner of a Silver Award in the 1965
Thomson Media Research Award Program.)
14. Philip Kotler, “A Guide to Long-Range Product-
Market Planning,” Synopsis, Journal of the Belgian
National Productivity Center, July-August 1966, pp. 13-
15. “New Mathematics for Marketing Planning,” in New
Ideas for Successful Marketing, ed. John S. Wright and
Jack L. Goldstucker, (Chicago: American Marketing
Association, 1966), pp. 507-528.
16. Philip Kotler, “A Design for the Firm’s Marketing
Nerve Center,” Business Horizons, Fall 1966, Vol. 9,
Issue 3, pp. 63-74.
17. Philip Kotler, “Operations Research in Marketing,”
Harvard Business Review, January-February 1967, Vol.
45, Issue 1 pp. 3-188.
18. Philip Kotler, “Computer Simulation in the
19. of New-Product Decisions,” in Applications of the
Sciences in Marketing Management, ed. Frank M. Bass,
Charles W. King and Edgar A. Pessemier, (NY: John
Wiley & Sons, 1968), pp. 281-331.
20. Philip Kotler, “Decision Processes in the Marketing
Organization,” in Systems: Research and Applications
for Marketing, Ed. Daniel Slate and Robert Ferber,
(Urbana, IL: University of Illinois, Bureau of Economic
and Business Research, 1968), pp. 57-70.
21. Philip Kotler, “Mathematical Models of Individual
Buyer Behavior,” Behavioral Science, July 1968, Vol.
13, No. 4, pp. 274-287.
22. Philip Kotler, “Marketing Education in the 1970s,” in
Changing Marketing Systems: Consumer, Corporate,
and Government Interface, Ed. Reed Moyer, (Chicago,
IL: American Marketing Association, 1969.)
23. Philip Kotler, “Some Needed Extensions in the Theory
of Marketing Programming,” Proceedings of the 1968
Fall Conference of the American Marketing Association
(Chicago, IL: American Marketing Association, 1969.)
24. Philip Kotler and Sidney J. Levy, “Broadening the
Concept of Marketing,” Journal of Marketing, January
1969, Vol. 33, Issue 1, pp.10-15. (Winner of the 1969
Alpha Kappa Psi Foundation Award for the best 1969
paper in the Journal of Marketing.)
25. Philip Kotler, “Coping with the Complexities of
Marketing,” The Conference Board Record, January
1969, Vol. 1, Number 1, pp. 53-59.
26. Philip Kotler, “Operations Research and Model
Building in Marketing,” in Evelyn Korad and Others,
Computer Innovations in Marketing,. American
Management Association, 1970, pp. 10-32
27. Philip Kotler, “The Future of the Computer in
Marketing,” Journal of Marketing, January 1970, Vol.
34, Issue 1, pp. 11-14.
28. Sidney J. Levy and Philip Kotler, “Beyond Marketing:
The Furthering Concept,” California Management
Review, Winter 1969, Vol. 12, No. 2, pp. 67-73.
29. Philip Kotler and Randall L. Schultz, “Marketing
Simulations: Review and Prospects,” Journal of
Business of the University of Chicago, July 1970, Vol.
43, No. 3, pp. 237-295.
30. Philip Kotler, “Corporate Models: Better Marketing
Plans,” Harvard Business Review, July-August 1970,
Vol. 48, Issue 4, pp. 135-149.
31. Philip Kotler, “A Guide to Gathering Expert
Estimates: The Treatment of Unscientific Data,”
Business Horizons, October 1970, Vol. 13, Issue 5, pp.
32. Philip Kotler, “The Elements of Social Action,”
American Behavioral Scientist, May-June 1971, Vol. 14,
Issue 5, pp. 691-717.
33. Philip Kotler and Gerald Zaltman, “Social Marketing:
An Approach to Planned Social Change,” Journal of
Marketing, July 1971, Vol. 35, Issue 3, pp. 3-12.
(Winner of the 1971 Alpha Kappa Psi Foundation Award
for the best 1971 article in the Journal of Marketing.)
34. Philip Kotler, “Metamarketing: The Furthering of
Organizations, Persons, Places, and Causes,” Marketing
Forum, July-August 1971, pp. 13-23.
35. Philip Kotler and Sidney J. Levy, “Demarketing, Yes,
Demarketing,” Harvard Business Review, November-
December 1971, Vol. 49, Issue, 6, pp. 74-80.
36. Philip Kotler, “A Generic Concept of Marketing,”
Journal of Marketing, April 1972, Vol. 36, Issue 2, pp.
46-54. (Winner of the 1972 Alpha Kappa Psi
Foundation Award for the best 1972 article in the
Journal of Marketing.)
37. Philip Kotler, “What Consumerism Means to
Marketers,” Harvard Business Review, May-June 1972,
Vol. 50, Issue 3, pp. 48-57.
38. Philip Kotler and Sidney J. Levy, “Buying is
Marketing, Too!” Journal of Marketing, January 1973,
Vol. 37, Issue 1, pp. 54-59.
39. Philip Kotler, Fred C. Allvine, and Paul N. Bloom,
“It’s Time to Cut Down on Advertising Waste,”
Business and Society Review, Winter 1972-73, Number
4, pp. 9-18.
40. Philip Kotler, “Atmospherics as a Marketing Tool,”
Journal of Retailing, Winter 1973-74, Vol. 49, Issue 4,
pp. 48-64.
41. Philip Kotler and Bernard Dubois, “Education
Problems and Marketing,” in Marketing Analysis For
Societal Problems, ed. Jagdish N. Sheth and Peter L.
Wright, (Urbana, IL.: Bureau of Business and
Economic Research, 1974), pp. 186-206.
42. Philip Kotler, “The Major Tasks of Marketing
Management,” Journal of Marketing, October 1973,
Vol. 37, Issue 4, pp. 42-49.
43. Philip Kotler, “Marketing During Periods of
Shortage,” Journal of Marketing, July 1974, Vol. 38,
Issue 3, pp. 20-29.
44. Philip Kotler, “Advertising in the Nonprofit Sector,” in
Advertising and Society, ed. Yale Brozen, (NY: New
York University Press, 1974), pp. 169-189.
45. Paul N. Bloom and Philip Kotler, “Strategies for High
Market-Share Companies,” Harvard Business Review,
November-December 1975, Vol. 53, Issue 6, pp. 63-72.
46. Philip Kotler and Michael Murray, “Third Sector
Management - The Role of Marketing,” Public
Administration Review, September-October 1975, Vol.
35, Issue 5, pp. 467-472. (Part winner of the Dimock
Award, awarded to articles judged to present the most
“innovative solutions for the 70s.”)
47. Philip Kotler and V. Balachandran, “Strategic
Remarketing: The Preferred Response to Shortages and
Inflation,” Sloan Management Review, Fall 1975, Vol.
17, Issue 1, pp. 1-17.
48. Philip Kotler, “Judging Quality in Netsuke,” Arts of
Asia, March-April, 1976, pp. 34-46.
49. Philip Kotler and Gerald Zaltman, “Targeting
Prospects for a New Product,” Journal of Advertising
Research, Feb 1976, Vol. 16, Issue 1, pp. 7-20.
50. Philip Kotler and Richard A. Connor, Jr., “Marketing
Professional Services,” Journal of Marketing, January
1977, Vol. 41, Issue 1, pp. 71-76.
51. Philip Kotler, “Applying Marketing Theory to College
Admissions,” in A Role for Marketing in College
Admissions, by the College Entrance Examination
Board, pp. 54-72, (NY: College Entrance Board, 1976).
52. Philip Kotler, William Gregor, and William Rodgers,
“The Marketing Audit Comes of Age,” Sloan
Management Review, Winter 1977, Vol. 18, Issue 2, pp.
53. Philip Kotler, “From Sales Obsession to Marketing
Effectiveness,” Harvard Business Review, November-
December 1977, Vol. 55, Issue 6, pp. 67-75.
54. Philip Kotler, “Marketing’s Drive to Maturity,” in
Changing Marketing Strategies in a New Economy, ed.
Jules Backman and John A. Czepiel, (Indianapolis:
Bobbs-Merrill Education Publishing, 1977), pp. 43-64.
55. Philip Kotler and Lenore Borzak, “The Market for
Personal Growth Services,” in Advances in Consumer
Research, ed. H. Keith Hunt, Vol. 5, (Ann Arbor, MI:
Association for Consumer Research, 1978), pp. 290-
56. Philip Kotler, “Axioms for Societal Marketing,” in
New Frontiers for Marketing, ed. George Fisk, Johan
Arndt, and Kjell Gronhaug, 1978.
57. Philip Kotler, “Marketing,” in Handbook of
Operations Research, Chapter 3, Section 1, Vol. 2 (NY:
Van Nostrand Reinhold Company, 1978).
58. Philip Kotler, “Harvesting Strategies for Weak
Products,” Business Horizons, August 1978, Vol. 21,
Issue 4, pp. 15-22.
59. Philip Kotler and William Mindak, “Marketing and
Public Relations: Should They Be Partners or Rivals?”
Journal of Marketing, October 1978, Vol. 42, Issue 4,
pp. 13-20.
60. Philip Kotler, “Educational Packagers: A Modest
Proposal,” The Futurist, August 1978, Vol. 12, No. 4,
pp. 239-242.
61. Philip Kotler, “A Critical Assessment of Marketing
Theory and Practice,” in Diffusing Marketing Theory
and Research: The Contributions of Bauer, Green,
Kotler and Levitt, ed. Alan R. Andreasen and David M.
Gardner, (Champaign, IL: The University of Illinois
Press, 1978).
62. Philip Kotler, “Strategies for Introducing Marketing
into Nonprofit Organizations,” Journal of Marketing,
January 1979, Vol. 43, Issue 1, pp. 37-44.
63. Philip Kotler, “The Future Marketing Manager,” in
Proceedings of the American Marketing Association, ed.
Betsy Gelb, 1978.
64. Philip Kotler, “Market Challenger Strategies,” in
Handbook of Business Planning and Budgeting for
Executives with Profit Responsibility, ed. Thomas S.
Dudick and Robert V. Gorski. (NY: Van Nostrand
Reinhold, 1980) pp. 66-70.
65. Arthur Sterngold and Philip Kotler, “A Marketing
Approach to Energy Conservation,” in The Conserver
Society, ed. Karl Henion II and Thomas Kinnear,
(Chicago, IL: American Marketing Association, 1979),
pp. 193-207.
66. Karen F.A. Fox and Philip Kotler, “The Marketing of
Social Causes: The First 10 Years,” Journal of
Marketing, Fall 1980, Vol. 44, No. 4, pp. 24-33.
67. Philip Kotler and Patrick E. Murphy, “Strategic
Planning for Higher Education,” Journal of Higher
Education, September-October 1981, Vol. 52, No. 5, pp.
68. Philip Kotler and Ravi Singh (Achrol), “Marketing
Warfare in the 1980s,” Journal of Business Strategy,
Winter 1981, Vol. 1, Issue 3, pp. 30-41.
69. Philip Kotler and Neil Kotler, “Business Marketing for
Political Candidates,” Campaigns and Elections,
Summer 1981, pp. 24-33.
70. Karen F.A. Fox and Philip Kotler, “Reducing Cigarette
Smoking: An Opportunity for Social Marketing?”
Journal of Health Care Marketing, Winter 1980-81, Vol.
1, Issue 1 pp. 8-17.
71. Philip Kotler and Liam Fahey, “The World’s
Champion Marketers: The Japanese,” Journal of
Business Strategy, Summer 1982, Vol. 3, Issue 1, page
72. Philip Kotler and Leslie A. Goldgehn, “Marketing: A
Definition for Community Colleges,” in New Directions
for Community Colleges: Marketing the Program, ed.
William and Marybelle Keim, (San Francisco: Jossey-
Bass Inc., 1981).
73. Philip Kotler, ““Dream” Vacations: The Booming
Market for Designed Experiences,” The Futurist,
October 1984, Vol. 18, Issue 5, pp. 7-13.
74. Philip Kotler and G. Alexander Rath, “Design: A
Powerful But Neglected Strategic Tool,” Journal of
Business Strategy, Fall 1984, Vol. 5, Issue 2 pp. 16-21.
75. Somkid Jatusripitak, Liam Fahey, and Philip Kotler,
“Strategic Global Marketing: Lessons from the
Japanese,” Columbia Journal of World Business, Spring
1985, Vol. 20, Issue 1, pp. 47-53.
76. Philip Kotler and Murali K. Mantrala, “Flawed
Products: Consumer Responses and Marketer
Strategies,” Journal of Consumer Marketing, Summer
1985, Vol. 2, No. 3, pp. 27-36.
77. Philip Kotler and Liam Fahey, “Japanese Strategic
Marketing: An Overview,” in Strategic Marketing and
Management, ed. Howard Thomas and David Gardner
(NY: John Wiley & Sons, Inc., 1985), pp. 441-451.
78. Karen F.A. Fox and Philip Kotler, “Strategic
Marketing for New Programs,” Selections (The
Magazine of the Graduate Management Admissions
Council), Autumn 1984, pp. 15-22.
79. Philip Kotler and Karen F.A. Fox, “The Marketing
Planning Process,” Journal of Higher Education
Management, Summer/Fall 1985, pp. 33-55.
80. Philip Kotler, “Megamarketing,” Harvard Business
Review, March/April 1986, Vol. 64, Issue 2, pp. 117-
81. Philip Kotler, “Prosumers: A New Type of
Consumer,” The Futurist, September/October 1986, Vol.
20, Issue 5, pp. 24-28.
82. Philip Kotler, “How to Set the Hospital’s Marketing
Budget,” Journal of Health Care Marketing, March
1986, Vol. 6, No. 1 pp. 7-12.
83. Philip Kotler and Roberta E. Clark, “Creating the
Responsive Organization,” Healthcare Forum,
May/June 1986, pp. 26-32.
84. Philip Kotler, “Idea Management,” AWH Healthcare
Forum, March/April 1986, pp. 45-48.
85. Philip Kotler, “Global Standardization - Courting
Danger,” Journal of Consumer Marketing, Spring 1986,
Vol. 3, No. 2, pp. 13-15.
86. Philip Kotler, “Global Marketing Strategies,” in
Protectionism: Can American Business Overcome It, ed.
Douglas Lamont (Indianapolis, In: Books Craft, Inc.,
87. Philip Kotler, “Meeting the New Competition from
Japan and the Far East,” Journal of Global Marketing.
88. Philip Kotler, “Semiotics of Person and Nation
Marketing,” in Marketing and Semiotics, ed. by Jean
Umiker-Sebeok, (Berlin; Paris: Mouton de Gruyer,
1987) pp. 3-12.
89. Philip Kotler, “The Convenience Store: Past
Developments and Future Prospects,” in Historical
Perspectives in Marketing: Essays in honor of Stanley
C. Hollander, ed. Terrence Nevett and Ronald A.
Fullerton (Lexington, MA: Lexington Books, 1988), pp.
90. Philip Kotler, “Humanistic Marketing: Beyond the
Marketing Concept,” in Philosophical and Radical
Thought in Marketing, ed. A. Fuat Firat, Nikhilesh.
Dholakia, and Richard P. Bagozzi, (Lexington, MA:
Lexington Books, 1987), pp. 271-288.
91. Philip Kotler, “Broadening the Concept of Marketing
Still Further: The Megamarketing Concept,” in
Contemporary Views on Marketing Practice, ed. Gary
L. Frazier, and Jagdish N. Sheth. (Lexington, MA:
Lexington Books, 1987), pp. 3-18.
92. Philip Kotler, “The Potential Contributions of
Marketing Thinking to Economic Development,” in
Marketing and Development: Toward Broader
Dimensions (Research in Marketing, Supplement 4), ed.
Erdoğan Kumcu and A. Fuat Firat (Greenwich, Conn.
JAI Press Inc., 1988), pp. 1-10.
93. Philip Kotler and Nikhilesh Dholakia, “Ending Global
Stagnation: Linking the Fortunes of the Industrial and
Developing Countries,” Business in the Contemporary
World, Spring 1989, pp. 86-97.
94. Philip Kotler, “From Mass Marketing to Mass
Customization,” Planning Review, September-October
1989, Vol. 17, No. 5, pp. 10-13.
95. Howard Barich and Philip Kotler, “A Framework for
Marketing Image Management,” Sloan Management
Review, Winter 1991, Vol. 32, No. 2, pp. 94-104.
96. Philip Kotler, “Globalization - Realities and
Strategies,” Die Unternehmung, February 1990, pp. 79-
97. Philip Kotler and Paul J. Stonich, “Turbo-Marketing
Through Time Compression,” Journal of Business
Strategy, September/October 1991, Vol. 5, Issue 5, pp.
98. Philip Kotler, “It’s Time for Total Marketing,”
Business Week Advance Briefs, Vol. 2, September 1992
pp. 1-21.
99. Philip Kotler, “Marketing’s New Paradigm: What's
Really Happening Out There,” Planning Review (a
Publication of the Planning Forum), Conference Special
Issue, September-October 1992, Vol. 20, No. 5, pp. 50-
100. Philip Kotler and Bruce Wrenn, “The Marketing
of Parochial School Modeled as an Exchange Process,”
Journal of Research on Christian Education, Spring
1993, pp. 119-134.
101. Bruce Wrenn, Norman Shawchuck, Philip Kotler,
and Gustave Rath, “What Does It Mean for Pastors to
Adopt Market Orientation?” Journal of Ministry
Marketing, and Management, Summer 1995, Vol. 1, No.
1, pp. 5-23.
102. Philip Kotler, Donald Haider, and Irving Rein,
“There’s No Place Like Our Place! The Marketing of
Cities, Religions, and Nations,” The Futurist,
November-December 1993, Vol. 27, No. 6, pp. 14-21.
103. Philip Kotler, Bruce Wrenn, Norman Shawchuck,
and Gus Rath, “Can (Should) Religion Be Marketed?”
Quarterly Review, Summer 1994, pp. 117-134.
104. Philip Kotler and Alan Andreasen, “Strategic
Marketing for Non-Profit Organizations,” in Companion
Encyclopedia of Marketing, ed. Michael J. Baker,
(London: Routledge, 1995), pp. 930-950.
105. William H. Rodgers, Gerard A. Osborne, and
Philip Kotler, “Auditing the Marketing Function,” in
AMA Management Handbook, ed. John J. Hampton,
(3rd edition) (N.Y.: AMACOM, 1994).
106. Philip Kotler, “Reconceptualizing Marketing: An
Interview with Philip Kotler,” European Management
Journal, December 1994, Vol. 12, No. 4, pp. 353-361.
107. Philip Kotler, “Marketing and Merchandising,”
Encyclopedia Britannica, 1995, pp. 495-508.
108. Philip Kotler, “From Mass Marketing to Self-
Marketing,” in Markt-und Menschenorientierte
Unternehmensführung, ed. Bruno Staffelbach and Hans
Peter Wehrli, (Essays in honor of Krulis-Randa,
University of Zurich, 1996).
109. Joanne Scheff and Philip Kotler, “How the Arts
Can Prosper through Strategic Collaborations,” Harvard
Business Review, January-February, 1996, Vol. 74, Issue
1, pp. 52-62.
110.Joanne Scheff and Philip Kotler, “Crisis in the Arts:
The Marketing Response,” California Management
Review, Fall 1996, Vol. 39, No. 1, pp. 28-52.
111. Philip Kotler, “Mapping the Future Marketplace,” in
Rethinking the Future: Rethinking Business, Principles,
Competition, Control & Complexity, Leadership,
Markets, and the World, ed. Rowan Gibson, (London:
Nicholas Brealey Publishing, 1997), pp. 196-210.
112.Philip Kotler, “Competitiveness and Civic Character,”
in The Organization of the Future, ed. Frances
Hesselbein, Marshall Goldsmith, and Richard Beckhard
(San Francisco: Jossey-Bass, 1997), pp. 151-58.
113.Philip Kotler and Alan R. Andreasen, “Not-for-Profit
Marketing,” International Encyclopedia of Business and
Management, ed. Malcolm Warner. (London: Thompson
Publishing, 1996), pp. 3696-3707.
114.Philip Kotler, “Role of the Marketing Department in
the Organization of the Future,” in Marktorientierte
Unternehmensführung: Reflexionen, Denkanstöße,
Perspektiven (Frankfurt: Germany, Gabler, 1997), pp.
115.Philip Kotler, “Managing Direct and Online
Marketing,” in Handbuch Database Marketing, ed. Jörg
Link, Dieter Brändli, Christian Schleuning, and Roger
E. Kehl. IM Fachverlag, Auflage, 1997, pp. 492-511.
116.Philip Kotler and Bernard Dubois, “Le Marketing
Direct Interactif: Marketing du 21 ème Siècle?” Revue
Francaise de Marketing, No. 164, 1997/4, pp. 43-58.
117.Philip Kotler and Neil Kotler, “Political Marketing—
Generating Effective Candidates, Campaigns, and
Causes,” in Handbook of Political Marketing, ed. Bruce
Newman. Sage, 1999, pp. 3-18.
118.Philip Kotler, “The Marketing of Leadership,” Leader
to Leader, Winter 1999, pp. 22-27.
119.Philip Kotler, “Boards Should Tune in to Corporate
Marketing Programs,” Directorship, July/August 1999,
Vol. 25, (7), pp. 12-13 and 19.
120. Ravi S. Achrol and Philip Kotler, “Marketing in
the Network Economy,” Journal of Marketing, Special
Issue 1999, Vol. 63, (4) pp.146-163.
121. Nirmalya Kumar, Lisa Sheer, and Philip Kotler,
“From Market Driven to Market Driving,” European
Management Journal, April 2000, Vol. 18, No. 2, pp.
122. Mohanbir Sawhney and Philip Kotler,
“Marketing in the Age of Information Democracy,” in
Kellogg on Marketing, ed. Dawn Iacobucci. Wiley,
2000, Chapter 13, pp. 386-408.
123. Swee Hoon Ang, Siew Meng Leong, and Philip
Kotler, “The Asian Apocalypse: Crisis Marketing for
Consumers and Businesses,” Long Range Planning,
February 2000, Vol. 33, (1), pp. 97-119.
124. Philip Kotler, Dipak Jain, and Suvit Maesincee,
“Nine Major Shifts in the New Economy,” in Electronic
Customer Relationship Management, ed. Andreas
Eggert and Georg Fassott. Schäffer-Poeschel, 2001, pp.
125. Philip Kotler and Hermawan Kartajaya, “Only
the Sustainable Succeed: Lessons from Asian
Survivors,” Nanyang Business Review, Vol. 1, Number
1, 2002.
126. Neil Kotler and Philip Kotler, “Can Museums Be
All Things to All People? Missions, Goals, and
Marketing’s Role,” Museum Management and
Curatorship, Vol. 18, No. 3, 2000, pp. 271-287.
127. Philip Kotler and David Gertner, “Country as
Brand, Product and Beyond: A Place Marketing and
Brand Management Perspective,” Journal of Brand
Management, April 2002, Vol. 9, (4/5), pp. 249-261.
128. Philip Kotler and Robert Spekman, “The
Marketing Consultant,” in Handbook of Management
Consulting: The Contemporary Consultant, Insights
from World Experts, ed. Larry E. Greiner and Flemming
Poulfelt. South-Western College Publishing, 2004.
129. Philip Kotler and Nancy Lee, “Best of Breed,”
Stanford Social Innovation Review, Vol. 1, No. 4, Spring
2004, pp. 14-23.
130. Philip Kotler, “Wrestling with Ethics: Is
Marketing Ethics an Oxymoron?” Marketing
Management, November-December 2004, Vol. 13, (6),
pp. 30-35.
131. David Gertner and Philip Kotler, “How Can a
Place Correct a Negative Image,” Place Branding,
January 2005, Vol. 1, No 1, pp. 50-57.
132. Philip Kotler, “A Three-Part Plan for Upgrading
Your Marketing Department for New Challenges,”
Strategy and Leadership, Vol. 32, No. 5, 2004, pp. 4-9.
133. Philip Kotler, “The Role Played by the
Broadening of Marketing Movement in the History of
Marketing Thought,” Journal of Public Policy and
Marketing, May 2005, Vol. 24, (1), pp.114-116.
134. Ravi S. Achrol and Philip Kotler, “The Service-
Dominant Logic for Marketing: A Critique,” in The
Service-Dominant Logic of Marketing: Dialog, Debate,
and Directions, ed. Robert F. Lusch and Stephen L.
Vargo. M.E. Sharpe, 2006.
135. Philip Kotler, “Ethical Lapses of Marketers,” in
Does Marketing Need Reform, ed. Jagdish N. Sheth and
Rajendra S. Sisodia. M.E. Sharpe, 2006, pp. 153-157.
136. Kevin Lane Keller and Philip Kotler, “Holistic
Marketing: A Broad, Integrated Perspective to
Marketing Management,” in Does Marketing Need
Reform, ed. Jagdish N. Sheth and Rajendra S. Sisodia.
M.E. Sharpe, 2006, pp. 300-05.
137. Philip Kotler, “Alphabet Soup,” Marketing
Management, 2006, Vol. 15, (2), p. 51.
138. Philip Kotler, Neil Rackham, and Suj
Krishnaswamy, “Ending the War Between Sales and
Marketing,” Harvard Business Review, July 2006, Vol.
84, (7/8), pp. 68-78.
139. Philip Kotler, Ned Roberto, and Tony Leisner,
“Alleviating Poverty: A Macro/Micro Marketing
Perspective,” Journal of Macromarketing, December
2006, Vol. 26, No. 2, pp. 233-39.
140. Philip Kotler and John C. Westman, “What
CEO’s Need to Know and Do About Marketing,”
Leader to Leader Journal, No.42, Fall 2006.
141. Philip Kotler and Nancy R. Lee, “Marketing in
the Public Sector: The Final Frontier,” The Public
Manager, Spring 2007, Vol. 36, (1), pp. 12-17.
142. Philip Kotler and Waldemar Pfoertsch, “Being
Known or Being One of Many: The Need for Brand
Management for Business-to-Business (B2B)
Companies,” The Journal of Business & Industrial
Marketing, 2007, Vol. 22, No. 6, pp. 357-362.
143. Philip Kotler, “Marketing: The Unappreciated
Work Horse,” Market Leader, Quarter 2, 2009, pp. 2-4.
144. Philip Kotler, Rob Wolcott, and Suj
Chandrasekhar, “Masters of Value and Possibility:
Optimizing the Marketing and Research & Development
Relationship, Business Insight,
145. Robert Shaw and Philip Kotler, “Rethinking the
Chain: Make Marketing Leaner, Faster and Better,”
Marketing Management, July-August 2009, pp.18-23.
Republished in Market Leader, Quarter1, 2010.
146. Philip Kotler and John Caslione, “How Marketers
Can Respond to Recession and Turbulence,” Journal of
Consumer Behavior, Vol 8- Summer 2009, pp. 187-191.
147. Nancy R. Lee and Philip Kotler, “Ending
Poverty: “What’s Social Marketing Go to Do With It?”
SMQ, Winter 2009, pp. 134-40.
148. Kevin Lane Keller and Philip Kotler, "Branding
in B2B Firms," in Business to Business Marketing
Handbook, eds. Gary L. Lilien and Rajdeep Grewal,
Edward Elgar Publishing, forthcoming.
149. Philip Kotler and David Gertner, “A Place
Marketing and Brand Management Perspective
Revisited,” in Nigel Morgan and Annette Prichard’s
Destination Brands: Managing Place Reputation, 3rd
ed., Elsevier, 2011.
150. R. Craig Lefebvre and Philip Kotler, “Design
Theory, Demarketing, and Behavioral Economics:
Fostering Interdisciplinary Growth in Social
Marketing,” in Hastings and Bryants, The SAGE
Handbook of Social Marketing, 2012.
151. Philip Kotler and Ravi Achrol, " The Frontiers of
the Marketing Paradigm in the Third Millennium,”
Journal of the Academy of Marketing Science (JAMS),
152. Philip Kotler, “Philip Kotlers Contributions to
Marketing Theory and Practice”, for volume 8 of
Review of Marketing Research: “Special Issue –
Marketing Legends”.
153. Philip Kotler, “Re-Inventing Marketing to
Manage the Environmental Imperative,” Journal of
Marketing, July 2011 volume 75, pp. 132-135.
154. Philip Kotler, Bobby J. Calder, Edward C.
Malthouse and Peter J. Korsten "How Chief Marketing
Officers Rate Their Influence,M.I.T. Sloan
Management Review, Sept. 18, 2012, October 27
155.Philip and Milton Kotler, “The Global Economy of
Cities,” Cambridge Review, 2013.
156.Philip Kotler, “The Problem of Questionable
Marketing Outputs,” Journal of Business Economics,
157.Philip Kotler, “What the Presidential Candidates Are
Failing to Address About CEO Pay,” Fortune Insider,
November 11, 2015.
158.Ravi Achrol and Philip Kotler, “Marketing’s Last
Frontier: The Poor,” International Society of Markets
and Development (ISMD), Vol.1, No.1, 2016
159.Philip Kotler, “Customer Value Management,”
Journal of Creating Value, 2017.
160.Philip Kotler, “Is American Capitalism Still Working
for Us? Kindai Management Review, Vol. 6, 2018, pp. 9-
161.Philip Kotler, “Why Broadened Marketing has
Enriched Marketing,” AMS Review, June 2018.
162.Philip Kotler, “Should Government Regulate
Questionable Goods and Services?” in Essays in Honor
of Jagdish Sheth, 2019.
163.Philip Kotler, Lalita A. Manrai, Dana Nicoletal, Ajay
K. Manrai, “Influence of country and company
characteristics on international business decisions: A
review, conceptual model, and propositions,”
164.Philip Kotler, “The Market for Transformation,”
Journal of Marketing Management, March 2019.
165.Philip Kotler, “Which Economic/Political System Do
You Favor?”, Journal of Economics and Development
Studies, Vol. 7, No. 1, April 30, 2019.
166.Philip Kotler, “The Consumer in the Age of
Coronavirus,” The Sarasota Institute, March 2020. A
briefer version of this article was published in the
Journal of Creating Value, pp. 100-104, 2020.
167.Philip Kotler, “Where Does Consumerism Stand Today,”
Journal of Creating Value, September 2020.
168.Philip Kotler, “Philip Kotler: Some of My Adventures in
Marketing,” Journal of Historical Research in Marketing, May
... According to Kotler (2017) brand personality is a description of human nature that can be associated with a particular brand. Lumba (2019) states that a brand that is successful in building a personality that is different from other brands will enable consumers to see the personality of the brand and will form a strong relationship with it. ...
... According to Rahmawati (2017) brand love is a level of emotional arousal owned by consumers where the consumer is satisfied with a brand. Kotler (2017) states that consumers who feel they already have feelings of love for a brand will have the opportunity to form a strong relationship with that brand. The higher the consumer's love for a brand, it will lead to brand loyalty. ...
... This study presents four research variables, namely: brand personality, brand love, brand loyalty, and capital ratios. The researcher also presents the Grand Theory of the relationship between the variables studied using a book from Kotler (2017) Based on the grand theory (Grand Theory) from Kotler (2017), the researcher took three sub-reference theories to move on to the variables of this study. The sub-reference theory that the researcher takes is brand personality, brand love, and brand loyalty. ...
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This study aims to analyze the health of Bumdes based on marketing and financial aspects (Case Study of BUMDes Dukuh Dempok, Wuluhan District, Jember Regency). The research design used in this research is descriptive research with a quantitative approach. The population of this study is population used in this study are all consumers of Bumdes Dukuh Dempok products in Jember Regency. The method used in this research is purposive sampling. The number of samples in this study was 65 respondents. The data analysis method used in this study is the Structural Equation Model (SEM). The results showed that Brand Personality on Brand Love showed a significant positive effect. Brand Personality on Brand Loyalty shows a significant positive impact. Brand Love on Brand Loyalty shows a significant positive effect. Brand Love plays a role in mediating the influence of Brand Personality on the Brand Loyalty of BUMDes Dukuh Dempok products. Based on the capital ratio at BUMDes Dukuh Dempok, Wuluhan District, the financial aspect is classified as excellent and appropriate.
... Com base nas mudanças impostas pela globalização, surgem novas ferramentas de gestão que acarretam impactos no processo administrativo e acadêmico das instituições de ensino. É urgente estudar e analisar a influência dos fatores ofertados nos cursos profissionalizantes na empregabilidade, principalmente pela falta de consenso sobre o que realmente determina o acesso ou ascensão dos alunos no atual mercado de trabalho (Kotler, 2017;Lemos, Rocha-Pinto, & Dubeux, 2014). ...
... O marketing educacional está diretamente ligado às bases e conceitos do marketing de serviços, por isso é importante analisar o mercado e atender o público-alvo. Portanto, deve-se considerar o preço cobrado, o serviço oferecido, se o local atende a sociedade exigente e como será promovido(Kotler, 2017).Kotler (2009) argumenta que o marketing tem tanto críticos quanto defensores. Alguns educadores sentem que é incompatível com a missão educacional e subestima a educação e as instituições que a utilizam. ...
... There are some definitions of service quality. Some define it as "an effort to meet consumer needs and desires and delivery accuracy in balancing consumer expectations" (Huang et al., 2019;Kauppinen-Räisänen et al., 2020), Meanwhile, according to Kotler "service quality is the overall nature and character of a product based on their ability to express satisfaction or need indirectly" (Kotler, 2017(Kotler, , 2018Kotler et al., 1993). ...
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This study aims to analyze and prove the influences of Green Marketing, Brand Image, Store Atmosphere, and Service Quality on Customer Loyalty at Bojongsari Starbucks, either partially or simultaneously. This research applied associative approach. There were 100 respondents as samples involved in technique of determining sample. And methods of regression analysis, determination test, t-test, and f-test are used to analyze the data. From this research, there were some findings. They were green marketing showed to have a positive and significant effect on customer loyalty. This is shown by the t-count value of 8.268 and the significance value of 0.000. Brand image is proven to have a positive and significant effect on customer loyalty. This is shown by the t-count value of 7.967 and the significance value of 0.000. Still, store atmosphere is proven to have a positive and significant effect on customer loyalty, which is shown by the t-count value of 4.663 and a significance value of 0.000. The last, service quality is proven to positively and significantly affects customer loyalty. This can be seen from the t-count value of 8.839 and the significance level of 0.000. Green marketing, along with brand image, store atmosphere and service quality shows positive and significant effects on customer loyalty at Bojongsari Starbucks. This is shown by the F-count value of 33.737 and a significance value of 0.000. With an R-Square value of 0.569 which means that green marketing, brand image, store atmosphere and service quality all together can contribute to influence customer loyalty by 56.9%. This proves that if green marketing, brand image, store atmosphere and the quality of service are carried out and synergized properly, they will significantly affect the increase of customer loyalty at Bojongsari Starbucks.
... According to (Kotler 2017) consumer satisfaction is; " a persons feeling of pleasure or disappointment resulting from comparing a products received performance ( or ourcome) in relations to the persons' expectation. Kotler also stated the characteristics (indicators) of satisfied consumers as follows: ...
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This study aims to find out how the destination business is to place he is always in the minds of consumers so that perceptions are different from competitors. This strategy to get achieve customer satisfaction in the long term, therefore it is needed PIB approach that is strung through the creative economy to achieve communicating uniqueness of the destination. This research was conducted in Kartikajaya Village in Kendal, Central Java. Source The data of this research are primary and secondary data. This research was obtained through interviews directly and filling out the questionnaire using the google form to strengthen the result data study. The principle of data collection is to reveal the variables to be studied. Method data collection through direct observation to the field, interviews, questionnaires. This research is an action research panel of previous researchers where a potential study model was found the attractiveness of the creative economy has strength in tourism development, and then followed by the importance of building a positioning strategy with a PIB approach (Positioning-Image-Branding) where 3 related concepts are united with the creative economy in marketing strategy. Indonesia has designated Kendal as a Special Economic Zone (SEZ). With With this status, investors are increasingly interested in developing their business in the Kendal SEZ. By because it will certainly have an impact on the development of the creative economy in the surrounding area Kendal, especially Kartika Jaya Village, has opportunities for economic development that will can contribute to the country's foreign exchange through its tourism programs. Data source Government, community organizations, local communities, and tourists. Research output, a document that reviews the potential of the destination, describes a list of attractions (for mapping potential), competitive analysis, including situation analysis. The document is the basis to start brand development. Furthermore, the imaging (image) of tourist destinations is agreed upon This in turn strengthens its brand positioning among the local community and the market. Process branding involves all individuals/institutions in the tourism industry to identify themselves with the brand to be established, so that local stakeholders become guard of the brand development process.
... Al vivir en un mundo donde existe cada vez mayor competencia, es preciso encontrar nuevas formas de mejorar la imagen de la ciudad con el propósito de atraer visitantes. Muchas ciudades y pueblos están decayendo o se encuentran deprimidos crónicamente, otros pueden experimentar características de cúspide y desplome, mientras que pocas ciudades alrededor del globo son favorecidas y disfrutan de un crecimiento continuo y fuerte a través de esfuerzos de la marca ciudad (Kotler, 2017). ...
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El fútbol es uno de los deportes más populares del mundo, genera al año ganancias millonarias a través de sus equipos profesionales, además de crear empleos, cambios sociales e inclusive como generadores de paz. En nuestros días, la marca de lugares y más específicamente de ciudades, ha ganado un impulso extraordinario entre los funcionarios de la ciudad. A diferencia de los mega eventos deportivos como los mundiales de futbol y los juegos olímpicos, los equipos profesionales de balompié han aplicado escasamente la práctica y la investigación las estrategias de city branding o marca ciudad. El propósito de la investigación es identificar la relación entre los equipos profesionales de futbol y la estrategia para transformar y promocionar la imagen de una ciudad a través de una revisión de literatura. Los resultados de la revisión de la literatura permiten visualizar el estatus teórico, evolución y rol de los equipos profesionales de futbol en el desarrollo de una marca ciudad. Los resultados de la revisión literaria dejan ver que los clubes de balompié profesionales influyen en la marca de una ciudad y en varios de sus stakeholders, como turistas, inversores y residentes.
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In the context of a global pandemic, social inequalities such as health disparities, systemic racism and economic shutdowns are amongst the challenges of a harsh reality. Given these myriad societal issues, consumers are becoming increasingly distrustful of governments and public service support systems. Consequently, there is a call for the corporate world to take a stand on significant societal issues. Yet, brand activism can be precarious ground. In seeking to address the question of brand activism, this paper presents three cases that demonstrate the range from progressive to regressive brand activism. The Patagonia case shows progressive brand activism with a foundational brand purpose of environmentalism. The National Rifle Association (NRA) case also shows a strong brand purpose of gun rights but demonstrates regressive brand activism. The National Football League (NFL) case demonstrates both progressive and regressive brand activism with a weakened brand purpose of a national football league. Theoretically, the dimensions of brand activism are shown to include social, legal, business, economic, political and environmental dimensions. More practically, brand activism consistently demonstrated in an authentic and transparent manner over time reinforces brand purpose. Values based organisations demonstrating brand purpose in an active and activist manner will engage increasingly discerning consumers who hold similar values. Consumers supporting progressive brand activism will generate momentum. Conversely, consumers withdrawing support for regressive brand activism will also make an impact. Collectively, brand activism may positively influences society’s most urgent challenges and effectively build societal resilience.
This study aims to examine and analyze the effect of e-Customer Relationship Management as anvariable Intervening Trust, Brand Image, Behavioral Control on Student Satisfaction (a case study on students of the Accounting S1 Study Program at PTS Lamongan Regency. The sample used in this study was 306 using a questionnaire to collect data. The sampling technique used Proportional Rondom Sampling. In this study The estimation used is generalized Least Square Estimation, which is the subject available to researchers when data collection is carried out. Data analysis techniques using SmartPLS - SEM analysis produce validity, reliability tests, classical assumption tests using Multicollinearity tests and hypothesis testing. The results of this study indicate that thevariable Trust has a positive and significant effect on e-CRM and student satisfaction, but has a negative and insignificant effect on service quality, the brand image variable has a positive and significant effect on e-CRM and service quality, and has a positive and significant effect on t on student satisfaction, behavioral control variables have a positive and significant effect on e-CRM, and can mediate non-positively and insignificantly on e-CRM and student satisfaction, and mediate positively and significantly between service quality.
In business, customer satisfaction with a product or service is essential. It is especially effective in campaigns to analyze customer sentiment and satisfaction with the brand or measure customer service quality. Nowadays, users can efficiently perform transactions such as shopping, ordering food and drink online, and then leave feedback on the company's e-commerce websites. Businesses want to analyze customers' opinions and feelings to determine users' sentiment and views towards a specific product or service. This study proposes a customer satisfaction analysis method based on sentiment analysis and net promoter score (NPS). First, a dataset consisting of 48,471 online reviews in Vietnamese on websites in the online food ordering service sector was collected. Next, the pre-processed data is put into experimental machine learning models to evaluate and select the best model. Experimental results show that the proposed method has an accuracy of up to 90%. Finally, NPS is calculated based on customer rating. The result is visualized on dashboards with critical information dimensions.
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In the current technological era, it is possible to make digital payments in the economic aspect and many people have used digital wallets or electronic money, because making payments using cash on a macro scale is considered inefficient and can increase the risk of crime for some people. One application that supports non-cash or electronic money payment transactions is OVO. OVO is an application that we can use to make purchases made. The purpose of this study was to determine the effect of lifestyle, convenience, and trust either partially or simultaneously on the satisfaction of OVO application users in Sidoarjo. This research uses quantitative data because the data presented is related to numbers or scoring. In this study, samples were taken as many as 100 respondents from OVO application users in Sidoarjo. The data analysis technique in this study uses data processing assistance from IBM SPSS version 25 software. The tests carried out are validity test, reliability test, classical assumption test which includes normality test, linearity test, autocorrelation test, heteroscedasticity test, and multicollinearity test, then using multiple linear regression analysis, hypothesis testing includes t-test and f-test, then the multiple correlation coefficient and multiple determination coefficients are tested. The results of the study prove that Lifestyle affects consumer satisfaction, Ease affects consumer satisfaction, Trust affects consumer satisfaction, as well as Lifestyle, convenience, and trust simultaneously affect consumer satisfaction of OVO application users in Sidoarjo
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