A Lifetime in

Y
ou can learn marketing in a week, but it
takes a lifetime to master. After fifty years
of teaching marketing, I am still trying
Marketing: Lessons to master it. Do not be fooled by my title
“Father of Modern Marketing.” If I stop

Learned and the

following the latest developments and ideas, my marketing
knowledge will quickly lose value.
I have seen many changes in the theory and practice

Way Ahead of marketing, ever since I received my Master’s Degree in

Economics at the University of Chicago in 1953. In 1960,
three years after receiving my PhD in Economics from
BY PHILIP KOTLER MIT, I joined the marketing department in the Kellogg
School of Management at Northwestern University and
was in the company of distinguished faculty such as Sidney
Levy, Stewart Henderson Britt, Richard Clewett, Ralph
Westfall, and others.

WINTER 2024 | MARKETING NEWS 5

Figure 1
CREATING
VALUE

PRODUCT SERVICE BRAND

PRICE VALUE INCENTIVES

COMMUNICATION DISTRIBUTION

COMMUNICATING DELIVERING
VALUE VALUE

For my classes, I drew on material from many textbooks,

which well-described marketing institutions and practices
How Did the Marketing Mix (of Tools) Develop?
and included prescriptive advice. However, the textbooks Professor Neil Borden at Harvard had listed 12 tools
lacked a good theory of consumer behavior, cited too few of marketing that influence the level of demand. Then
findings from academic journals, and inadequately described Professor Jerry McCarthy, who published “Basic
how companies actually made their marketing decisions. Marketing” in 1960, proposed the 4P marketing mix—
In 1963 I started to write my own textbook titled namely product, price, place, and promotion. I adopted
“Marketing Management: Analysis, Planning and Control.” these and helped popularize the 4Ps of Marketing.
When my publisher Prentice-Hall launched it in 1967, Today, I prefer to use a 7-components marketing mix,
I felt that it would either be a strong winner or another as shown in Figure 1, above.
losing textbook. It turned out to be successful beyond Creating value is the central concept of marketing.
my expectations. Marketing professors told me that they The marketing mix model includes service as separate
adopted “Marketing Management” because it raised from product. It also adds brand as supplying extra
respect for the marketing discipline, centered marketing value to the customer because they can trust the
on creating value for the customer, contained better theory brand. Furthermore, this mix recognizes incentives
on how customers make decisions, used academic findings as an addition to price. The created value must be
on marketing, explained how professional marketers made effectively communicated (for which the old term was
their decisions, and contained great stories of successful “promotion”). The product and service must also be
marketing companies. effectively distributed and delivered (for which the old
The 16 editions of “Marketing Management” reveal a term was “place”). The new model includes the old 4Ps
history of how marketing refined itself over these last 56 years. and adds three other tools to create value.

WINTER 2024 | MARKETING NEWS 6

What Was Marketing Like in the Past? organizations such as Greenpeace, the Nature Conservancy,
and the Sierra Club aim to influence more “green” behavior
In the early 1900s, marketing appeared in some textbooks, from citizens. Religious organizations use marketing
written mainly by economists. These textbooks described to attract new members to their congregation. These
wholesaling and retailing, sales force, pricing, advertising, organizations need to use marketing tools to attain their
and promotion. objectives. Several books were subsequently published that
In the 1960s, marketing was a fairly simple discipline. A applied marketing thinking to broadened areas.
company would:
• Decide the product’s features and set the price,
• Seek a strong position in the distribution channels, The Digital Age of Marketing
• Hire an agency to create advertisements and campaigns, Marketing went through a revolution when radio and
and TV appeared. Next came the computer, a marketing and
• Run a strong sales force to pursue sales. financial tool during the digital revolution. The “internet”
emerged and enabled social media (Facebook, Google,
Students at business schools would choose either Instagram, etc.), which meant millions of strangers around
finance, marketing, operations, strategy, or information. the world could communicate with one another, and
Mathematically inclined students chose finance or eventually buy and sell to each other. Instead of visiting
operations. Less mathematically inclined students chose stores to buy products, consumers could simply order
marketing. Marketing was easy to understand and a product and get it delivered to their home. The age of
supplied human interest stories. e-commerce was upon us.
Over time, marketing grew more sophisticated and Companies moved from collecting information on
scientific. Two important books advanced marketers’ market segments to collecting information on individual
understanding of customer behavior and reminded customers. Machine learning (ML) emerged for converting
practicing marketers of the numerous factors shaping consumer data into useful marketing insights for
customer attitudes and behavior: planning, customizing, personalizing, and sequencing
• James F. Engel, David T. Kollat, and Roger D. Blackwell, company marketing actions and responses.
“Consumer Behavior,” 1968. For measuring their success rate on social media,
• John A. Howard and Jagdish N. Sheth, “The Theory of companies needed to develop new metrics: click rates,
Buyer Behavior,” 1969. click times, and conversion rates. The marketer’s
computer screen was packed with key metrics and current
Three other books appeared to strengthen the quantitative information flows to enable predictive analytics and
side of marketing: propose new marketing actions to improve company sales
• Frank Bass et al., “Mathematical Models and Methods in and margins. Companies also applied artificial intelligence
Marketing,” 1961. (AI) to improve marketing operations. They prepared
• Philip Kotler, “Marketing Decision Making – A Model algorithms that promised to improve managers’ marketing
Building Approach,” 1971. decisions.
• Gary L. Lilien, Philip Kotler, and K. Sridhar Moorthy, The last two years have brought in ChatGPT, another
“Marketing Models,” 1992. AI advance. The marketer can write a prompting question
and the computer will offer a full answer in text or even
Ironically, where many students chose marketing produce a preliminary image in a matter of minutes.
because it did not require mathematical thinking, new age ChatGPT (also called generative AI) enables copy writers,
marketing (NAM) needs students who can comfortably graphic artists, and other marketers to produce initial
apply quantitative analysis. work in a much shorter time. Companies can either
produce more messages in the same time period or
achieve their marketing goals with a smaller staff.
The Broadening Concept Enters Marketing
In January 1969, Professor Sidney Levy and I proposed a
broadened concept of marketing.[i] We said marketing The Digital Revolution Produces a Radically
activities occur everywhere in life and should not be limited
to commercial marketing. Marketing planning is carried
Different Breed of Customers and Marketers
on by nonprofit organizations such as churches, colleges, The digital revolution has created more knowledgeable
museums, performing arts organizations, city governments, and sophisticated customers, and most of them carry their
social agencies, and social action groups. Political mobile phones everywhere they go. They can look up any
parties conduct marketing campaigns. Environmental company and see product details and prices and even read

WINTER 2024 | MARKETING NEWS 7

the comments of consumers who have bought that product. Before online sales are growing faster. During COVID, consumers
purchase, customers can look up prices that different competitors avoided physical stores. Post-COVID, these stores have to find
would charge for the same product. If a competitor’s price is lower, new strategies to attract shoppers.
the consumer asks the salesperson to match the lower price. If the Entrepreneurs are starting digital businesses to sell products
salesperson says no, the customer leaves. The customer might even directly to consumers, completely bypassing the need to sell
broadcast to friends and acquaintances that a specific competitor through retail stores. Amazon grew by creating the Kindle
has the lowest price in that product category. system that enabled them to immediately deliver any book
Companies have also become more knowledgeable and ordered by a consumer. Direct-to-consumer marketing by
sophisticated. They have much more information about market startups is a threat to retail stores.
demand, competitors’ features and prices, multiple marketing
channels, and forces affecting their business. Marketers instantly
know about competitors who change their ads or prices, and they Features of the New Marketing
can quickly buy ads from Facebook or Google to announce lower An important step is the mapping of customer journeys. How
prices or newer features. Companies can respond faster if they apply did your current customers end up choosing your company and
marketing automation to carry out the clerical work of marketing. brand? Obviously, your product or service came to the attention
of some prospects who saw ads. Prospects often talk to friends
about their interest in purchasing a product, say a car. The
E-Commerce Continues its Rapid Growth prospect may visit some dealerships to see the cars and take a
Today’s consumers can purchase from stores around the world. They test drive. The company should ask new customers to describe
can view a store’s catalog online and place orders to be delivered to their journey that brought them to the company and brand. Here
their home with the right to return the goods if not satisfied. (Figure 2) is a useful pictorial of the major influences occurring
In-store sales are still much larger than online sales, but during a customer’s journey.[iii]

Figure 2

MARKETING TOOLS FOR A CUSTOMER JOURNEY

AWARE APPEAL ASK ACT ADVOCATE

ADVERTISING
Al-powered audience targeting | AI-enhanced ad creation
Programmatic media buying | Contextual ad

CONTENT MARKETING
Al-powered audience targeting | Predictive journey
Content personalization | Content optimization

DIRECT MARKETING
Product recommendation engine | Marketing copy personalization
Direct marketing automation | Forecasting and analytics

SALES CRM
Lead management chatbot | AI-powered account management
Sales forecasting and analytics

DISTRIBUTION CHANNEL
Self-service kiosk | Frontline robot | Drone logistics | Biometric payment
loT-powered retail | Virtual experience

PRODUCT & SERVICE

Mass customization | Dynamic pricing | Everything-as-a-service
Predictive product development

SERVICE CRM
Service chatbot | Al-enhanced helpdesk
Predictive social listening

WINTER 2024 | MARKETING NEWS 8

 The consumer passes through five stages, or the five A’s Three other forces affect the customer’s journey:
(Aware, Appeal, Ask, Act, and Advocate). The prospect
needs to become aware of the company and its product, 1. The company’s language effectiveness in describing
find it appealing, and then ask questions. These three its offer. The company needs to choose words that fit
A’s are highly influenced by the company’s advertising, the prospect’s talking style. Companies need to create
content marketing, and direct marketing. If the company’s artificial personas with age, income, education, and
answers to the prospect’s questions are satisfactory, the other features describing the intended customer for
prospect makes the first purchase. If the first purchase the message.
is satisfying, the prospect is likely to buy again. This
likelihood is supported by the company’s direct marketing, 2. Effective content marketing. The company not only
its salesforce, and its customer relations management sends ads to touchpoints but also sends interesting
(CRM). If continuously satisfied, the consumer becomes a stories about the company and/or sports, music, or
habitual customer and boasts to others, thereby becoming other interesting developments to target customers.
an advocate. Advocacy is supported by the company Such content shows that the company cares about the
continuing to produce good products and good service particular customer.
performance. Most successful companies have a significant
number of customers who are outspoken advocates. 3. The role of influencers. Most people follow those
Advocates carry on unpaid marketing work on the whom they admire or trust. Singer Taylor Swift has
company’s behalf. The diagram below (Figure 3) presents millions of followers who are influenced by what
a more elaborate picture of the touchpoints along the Swift says, wears, and does. Some companies are now
customer’s journey. paying commissions to certain high influencers who
The five A’s are shown again. The customer’s journey bring attention to the company’s products.
includes potential physical, digital, and virtual touchpoints.
If the company fails to be present or effective at an
important touchpoint, it will lose the customer.

Figure 3

PHYSICAL AND DIGITAL TOUCHPOINTS ALONG THE 5A CUSTOMER PATH

WEBSITE REVIEWS
& RATING

SOCIAL
DIGITAL MEDIA
TOUCHPOINTS SOCIAL CONTENT E-COMMERCE
MEDIA SITES
BANNER BLOG
ADS WEBSITE
WEB
COMMUNITIES

AWARE APPEAL ASK ACT ADVOCATE

WORD CONTACT STORE

OF MOUTH CENTER
STORE POST-
PURCHASE
PHYSICAL SERVICES
TOUCHPOINTS RADIO, TV, PRINT

FAMILY & CONSUMPTION/

PUBLIC RELATIONS FRIENDS USAGE

© PHILIP KOTLER, WALDEMAR PFOERTSCH, UWE SPONHOLZ 2021

WINTER 2024 | MARKETING NEWS 9
 Or the owner of an autonomus vehicle may want to be
The Next Tech is Martech driven to work, dropped off, and rely on the vehicle to park
More companies are now using new marketing tools itself. Other Martech developments are described in Raja
(Martech) such as voice and facial recognition. Most people Rajamannar’s book “Quantum Marketing.” Rajamannar
can pose a question to Siri or Alexa on their smartphone is the Chief Marketing Officer (CMO) of Mastercard, one
and get an answer. Companies are also adding in facial of the leading credit card companies. In this book, he
recognition features. Faces reveal gender, race, age, describes his experiences in using marketing and Martech
education, and mood. in worldwide settings to win new users for Mastercard.
Another Martech is chatbots. A chatbot is software that
anticipates common questions. A sign in the store might
read: “You can ask Alexa any question you want about the Marketers Face a New Crisis: An Overheated
new product. She will answer you.” This chatbot saves the
expense of a live marketer answering questions.
Planet and “Degrowth”
Companies should test new product ideas virtually. Businesses and marketers aim to pursue endless business
If they design a new automobile, they can invite the growth. Today, however, more people are questioning the
prospect to experience the product virtually through wisdom of this. Economic growth produces increased
special glasses. The prospect will proceed to open the car pollution in the air and sea, and more carbon. More
door, start the engine, and drive off. If enough prospects carbon produces more heat, and increased heat is causing
love the virtual experience of this new car, the company oceans to rise and climate disturbances such as floods,
would gain confidence to actually produce this car. fires, hurricanes, and desertification. Those living near the
Another new Martech is the virtual assistant. While the equator will find the heat unbearable and rush to enter
marketer is asleep, their virtual assistant is monitoring cooler countries. Migration wars may grow in intensity and
developments and initiating responses. The virtual assistant cause many fatalities.
can also be a robot carrying out activities for the marketer. Humans must practice more sustainability. There must
Also consider sensors and the internet of things (IoT). be less waste piling up in mountains of junk. Companies
Product designers should make things easy to use. A new and individuals must recover, recycle, and reuse their
car should have the ability to back itself into a tight space. materials. Environmentalists plead for reducing the

WINTER 2024 | MARKETING NEWS 10

Figure 4

Marketing 1.0 Marketing 2.0 Marketing 3.0

MOVING PURPOSE MARKETING

TOWARD

MIND HEART SPIRIT • Use water more carefully.

• Minimize the use of packaging and plastic.
• Use more efficient lighting, heating, and air conditioning.
• Minimize and share your driving. Use public
PRODUCT- CUSTOMER- VALUES- transportation more often.
CENTERED ORIENTED DRIVEN

What are The Major Tenets of Modern

ECONOMIC- PEOPLE- ENVIRONMENT-
Marketing?
VALUE VALUE VALUE Today’s marketers are guided by several ideas:
• The company aims to satisfy or delight their target
customers.
• The company selects markets in which they can be
SOCIAL HUMAN
PROFITS strong in the 4As (Awareness, Accessibility, Acceptability,
PROGRESS HAPPINESS
Affordability).
• The company will build value using the seven
components of the marketing mix.
• Where is your company now?
• The company’s decisions take into account the 4Cs
• Where do you want it to be? (Company, Customers, Collaborators, Competitors).
• Why? • The company will use Segmentation, Targeting, and
• What would steps would you take? Positioning (STP) to chose its target customers.
• The company will move its target prospects through the
five A stages (Aware, Appeal, Ask, Act, Advocate).
• The company’s marketing planning process consists
dependence on coal, oil, and gas for energy and increasing of moving through MR → STP → TM → VP → MP →
the use of solar panels and wind turbines. Replacing our I → C, namely Marketing Research, Segmentation/
fuel-driven cars with electric cars would greatly reduce Targeting/Positioning, Target Market, Value Proposition,
pollution. The aim is to prevent the world’s heat level from Marketing Plan, Implementation, and Control.
rising more than 1% to 2% a year. Otherwise ice from the • If the company fails to attain its sales and profit goals,
North and South Poles will melt and produce huge floods it should work the planning process backwards to
in major coastal cities. understand which of these elements were at fault.
How does the world move from endless growth to
slower growth or even to “degrowth”? Governments
could urge companies and customers to focus on eating How Much Heart and Spirit Need to be Built
healthier foods, buying smaller cars, buying less clothing,
and buying fewer new gadgets while the old ones work.
into the Planning and Execution Process?
Demographers warn that an earth with 8 billion people The diagram above (Figure 4) distinguishes three different
cannot possibly deliver a middle class life to most of marketing aspirational levels:
the earth’s people. Several books have made the case for Marketing 1.0 describes a rational planning process
degrowth and reducing the world’s population, including where marketers use their mind to produce a product-
“A Planet of 3 Billion” that the demographer Christopher centered plan that creates economic value and produces
Kevin Tucker published in 2019. Recently, Outerknown satisfactory profits.
announced that it is making a new line of men’s clothing Marketing 2.0 describes the planners developing their
entirely from plastic trash. When the clothes wear marketing purpose from their heart and emotions. They
out, they can be fully upcycled into a brand-new shirt focus on the customers’ well-being, people values, and
or jacket. Companies need to read Tim Jackson’s two social progress.
books—”Prosperity without Growth” and “Post Growth– Marketing 3.0 describes the planners’ purpose coming
Life After Capitalism”—and use circularity to guide the from their spirit to be values-driven, respectful of the
use of resources. They need to recover, recycle, and reuse environment, and aiming to produce human happiness.
their materials and components, and the drive for profits Marketers need to consider the company’s current stage
must be tempered by sustainability. At the most basic and whether it should move to a higher stage of market
level, they can take the following steps: planning and aspiration.

WINTER 2024 | MARKETING NEWS 11

 We may reach a point in human
New Concepts in Marketing
history where demarketing will
Many new concepts continue to come into marketing. Let
us start with societal marketing. This term seeks to cover almost be as active as marketing.
all the “good” and “bad” impacts of marketing on society.
To its credit, marketing has helped advance the quantity
and quality of goods and services in society. It encourages government made every effort to get people to use less
the development of innovations and solutions to improve water. People were urged to take fewer showers and to
material life. Earlier societies consisted of a small upper class convert their grass lawns into stone lawns. As certain
of royal members and a huge class of peasants and serfs. commodities or resources become scarce, effort is applied
Marketing’s major achievement is creating a middle class of to demarket the use of these scarce materials. We may
citizens having good incomes and owning private property. reach a point in human history where demarketing will
But marketing also has its “bads” from a societal point of almost be as active as marketing.
view. Marketing glamorizes an acquisitive and accumulative A recent concept—regenerative marketing—describes
orientation where “more” is better than “less.” People are efforts to breathe new life into a community or
rated by their wealth, the quality of their homes, and the organization. Consider the Sicilian capital of Palermo.
extent of their property. Admiration of millionaires and Palermo has a fabled history and contains many ancient
billionaires can drive people to work deviously. Greek and Roman ruins. Palermo’s government lacks the
Marketing constantly reminds people of what they capital to preserve these ruins that help attract tourists.
do not have and should have. Marketing does not think Many neighborhoods in Palermo need to recapture their
well of people who want to live a simple and quiet life. former glory. Regenerative marketing provides tools
Marketers want people to buy more clothes, drink and concepts for bringing new purpose and energy to a
more liquor, travel to more distant locations, and spend neighborhood, community, or organization.[viii]
everything they earn. Marketers overstate the benefits that Another recent concept is entrepreneurial marketing.[ix]
any product or service will deliver without mentioning Most companies recruit efficient professional marketers
any disbenefits. A new concept is social marketing (= whose job is to achieve the company’s sales and profit
social cause marketing). Gerald Zaltman and I proposed goals. They have little time for thinking expansively about
that marketing tools could be used to reduce social new sources of growth. Entrepreneurial marketers spot
problems such as smoking, alcoholism, drug abuse, new opportunities for the company. Companies with some
dangerous driving, overeating, and so on.[iv] Social entrepreneurial marketers will outperform companies with
marketers use the social sciences to analyze the factors only professional marketers.
contributing to harmful behavior to self and others and
experiment with ways to reduce this behavior. Today there
are several thousand social marketers working to reduce How Are Companies Managing Marketing?
harmful behaviors.[v] Marketing plays varying roles in different companies. In
Another concept is atmospheres. Much purchasing Procter & Gamble, marketing is the key function. P&G’s
takes place in stores or service centers. A store carries an Chief Executive Officer (CEO) fully understands marketing
atmosphere that will be pleasant or disturbing. A funeral and supplies marketing with a generous budget. P&G’s
home needs a quiet atmosphere, quiet colors, and a sedate CMO is a key member of the senior executive group.
mood. A department store needs bright colors, good Other companies are frequently led by a CEO who is
background music, and lots of action. A psychiatrist office trained in finance, operations, or law. That CEO might
should have quiet colors and few distractions so that the think of marketing as largely the sales force, some
patient can concentrate on the questions.[vi] advertising, and some clever pricing. One CEO told
A growing concept is demarketing. “Demarketing” me that if he could raise the product’s price by 5%, his
aims to reduce or eliminate demand. When California profits would be excellent. Such CEOs usually have a poor
experienced a major water shortage in the 1970s, its understanding of marketing.

WINTER 2024 | MARKETING NEWS 12

 Figure 5

CUSTOMER PRODUCT
MANAGEMENT MANAGEMENT

POSITIONING DIFFERENTIATION

er
ek
se

Ri
y-

sk
nit

-ta
rtu

ke
po

r
ENTREPRENEURSHIP
Op

Network-
collaborator

When these three managers BRAND

work well together, the company
is likely to be highly successful.

BRAND
MANAGEMENT

CEOs wonder how much to spend on marketing. It is crucial that the CMO and
They hope that the CMO could supply a reliable report
on marketing’s ROMI (return on marketing investment). the CFO act as partners to
The CEO is less interested in customer awareness levels, develop a good measure of
click rates, and other key metrics that marketers use.
Today’s CMOs must lead in growth, data analytics, marketing’s contribution to
customization, personalization, and optimization of sales and profits.
digital campaigns. CMOs need to spend 50% of their time
managing marketing personnel and 50% interacting with
other company officers (CEO, CFO, CIO, etc.). A most Some companies are replacing CMOs with other titles,
critical relationship is that between the CMO and the such as Chief Revenue Officer, Chief Growth Officer, or
Chief Financial Officer (CFO). If the CFO isn’t satisfied Chief Customer Officer. However, CMO remains the most
with the marketing results, they tell the CEO, who in turn popular designation for those leading company marketing.
ends up less satisfied with the CMO. Or the CFO might CMOs frequently exchange views with each other, hold
strongly favor spending more to build the sales force CMO meetings, and publish marketing articles.
and less on advertising, while the CMO wants more to A company needs to achieve a good working
be spent on advertising. It is crucial that the CMO and relationship between customer management, product
the CFO act as partners to develop a good measure of management, and brand management. This is shown in
marketing’s contribution to sales and profits Figure 5, above.

WINTER 2024 | MARKETING NEWS 13

 References

[i] Kotler, Philip and Sidney J. Levy

(1969), “Broadening the Concept of
Marketing,” Journal of Marketing, 33
(1), 310–15.

[ii] Kotler, Philip, Hermawan Kartajaya,

and Iwan Setiawan (2021), Marketing
5.0: Technology for Humanity. Wiley,
124.

[iii] Kotler, Philip, Waldemar Pfoertsch,

Uwe Sponholz, and Maximilian Haas
What Actions Can Marketers Take to Help (2023), H2H Marketing: Case Studies

Companies Succeed on Human-to-Human Marketing.

Springer, 22.
• Apply AI and use algorithms and ChatGPT for
marketing decision making. [iv] Kotler, Philip and Gerald Zaltman
• Automate routine marketing processes. (1971), “Social Marketing: An
• Use metrics that help management measure marketing’s Approach to Planned Social Change,”
impact on sales volume and margin performance. Journal of Marketing, 35 (3), 3–12.
• Develop chatbots and voice assistants (Siri, Alexa) and
facial recognition. [v] Lee, Nancy R., Philip Kotler, and Julie
• Use immersive marketing and virtual reality. Colehour (2024), Social Marketing:
• Use more biometric and neuroscientific tools to Behavior Change for Good, 7th ed.
understand customers and evaluate messages and Sage Publications.
messengers.
• Employ entrepreneurial marketers along with [vi] See Kotler, Philip (1974),
professional marketers. “Atmospherics as a Marketing Tool,”
• Use customer journey mapping, touchpoint marketing, Journal of Retailing, 49 (4), 48–64,
personas, content, influencers, and machine learning to and Steadman, Chloe and Jack Coffin
identify and convert the best prospects. (2024), Consuming Atmospheres:
Designing, Experiencing, and
Researching Atmospheres in
Predictions of Future Company Success Consumption Spaces. Routledge.
• Buyers will increasingly be able to select the best
brands while relying less on advertising or salespeople. [vii] Kotler, Philip and Sidney J.
Marketing success will depend mostly on smart pricing, Levy (1971), “Demarketing, Yes,
strong branding, owning dominant channel positions, Demarketing,” Harvard Business
and innovating continuously. Review, 49 (6), 74–80.
• Continuous creativity, innovation, and improvement
will contribute greatly to company success. [viii] Sarkar, Christian, Philip Kotler, et al.
• Successful companies will earn their profits by (2023), Regeneration: The Future of
carefully recovering, recycling, and reusing their Community in a Permacrisis World.
materials and components in their pursuit of Idea Bite Press.
sustainability in the long run. MN
[ix] Kotler, Philip, Hermawan Kartajaya,
Colloquially known as “the Father of Modern Marketing,” Hooi Den Huan, and Jacky Mussry
Phil Kotler is an American marketing author, consultant, (2023), Entrepreneurial Marketing:
and professor emeritus; the S. C. Johnson & Son Beyond Professionalism to Creativity,
Distinguished Professor of International Marketing at the Leadership, and Sustainability. Wiley.
Kellogg School of Management at Northwestern University.

WINTER 2024 | MARKETING NEWS 14

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