Purpose and benefits

Philip Kotler was one of the first people to recognise that marketing is a central business function. Like such other marketing gurus as Ted Levitt, he urged companies to think in a customer-oriented fashion and attach greater importance to meeting customer needs, retaining customer loyalty, and innovating to keep in step with evolving needs. Perhaps his major contribution to marketing and marketing management is to have analysed and defined the basic concepts and functions involved in the discipline. The author of many books, which have been translated into over 20 languages, and of over 100 articles, he has also been vitally instrumental in spreading the message about marketing more widely.

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Method

Abstract. Essay on top management thinker, biographical details, contribution, and context.

Time to Complete

10 mins

Length

5 Pages

Participants

1

Price

£2 Pounds Sterling
(inc. VAT)