![]() ![]() Now in its 15th edition, Kotler typically revises it thoroughly every three years. ![]() In Marketing Management, he created a best-selling textbook, that is by far the dominant choice of business schools throughout the world. Frustrated with the lack of intellectual rigour and analysis of all marketing textbooks then available, Kotler brought his mathematical training to bear on the evidence base of the marketing curriculum. Also in that year, he published a major work on marketing. In 1967, he became the Johnson & Son Professor of International Marketing, a post he still holds today. There, he chose to teach marketing and by 1962 was Professor of International Marketing. ![]() He held post-doctoral positions at Harvard (in maths) and the University of Chicago (in behavioural science) before accepting an academic post at the Kellogg Graduate School of Management at Northwestern University. He then took a PhD in economics at MIT, before realising that economics was the wrong subject for him. Philip Kotler was born in Chicago in 1931 and received his MA in Economics from the University of Chicago in 1953, studying with three Nobel Laureates. ![]() I’d characterise his principal innovation as bringing the analytical approach of a mathematical economist to what was a woolly and vague social science. His contribution to the field is enormous. Philip Kotler is often viewed as the ‘father of modern marketing’. ![]()
0 Comments
Leave a Reply. |