“Le parole d'ordine dei responsabili del marketing sono qualità, servizio e valore.”
Trecento risposte sul marketing
Philip Kotler è S.C. Johnson & Son Distinguished Professor of International Marketing presso la Kellogg School of Management della Northwestern University di Evanston, Illinois.
È stato indicato come il quarto "guru del management" di tutti i tempi dal Financial Times e acclamato come "il maggior esperto al mondo nelle strategie di marketing" dal Management Centre Europe.Viene anche considerato uno dei pionieri del marketing sociale.
Kotler ha dato un contributo importante alla strutturazione del marketing come disciplina scientifica, orientando la formazione di moltissimi studenti e manager in tutto il mondo.La sua opera principale è Marketing Management , che viene generalmente riconosciuto come uno dei più autorevoli testi sul marketing, ed è il più diffuso nelle università e nelle business school di tutto il mondo, con una percentuale di adozioni vicina al 60%.
L'edizione italiana di Marketing Management è stata realizzata in collaborazione con il professor Walter Giorgio Scott.Kotler ha pubblicato numerose altre opere e più di cento articoli su diversi aspetti del marketing. Inoltre ha ricevuto importanti premi e riconoscimenti.
Attraverso la sua società di consulenza, il Kotler Marketing Group , Kotler ha collaborato con molte grandi aziende multinazionali, tra cui IBM, General Electric, AT&T, Honeywell, Bank of America, Merck e Motorola.
Wikipedia
“Le parole d'ordine dei responsabili del marketing sono qualità, servizio e valore.”
Trecento risposte sul marketing
Il Marketing dalla A alla Z
“I clienti sono interessati soprattutto a qualità, assistenza e valore.”
Trecento risposte sul marketing
Trecento risposte sul marketing
“Le aziende vincenti trasformano in vincenti anche i propri clienti.”
Trecento risposte sul marketing
Il Marketing dalla A alla Z
Il Marketing dalla A alla Z
Il Marketing dalla A alla Z
“Marketing is a race without a finishing line”
Origine: Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know
Cited in: Robert W. Price (2001), Internet and Business, 2001-2002. p. 117
Marketing Management: Analysis, Planning, Implementation and Control, 1967
“Good companies will meet needs; great companies will create markets.”
Philip Kotler, cited in: Stuart Crainer (2002), The 75 Greatest Management Decisions Ever Made, p. 37
As cited in: Jay Conrad Levinson (1999), Mastering Guerrilla Marketing. p. 218
Marketing Management: Analysis, Planning, Implementation and Control, 1967
Philip Kotler (1999), as cited in: Dennis Adcock, Al Halborg, Caroline Ross (2001), Marketing: Principles and Practice. p. 208
Industry scope: The industry or range of industries in which a company will operate. For example, DuPont operates in the industrial market... and 3M will go into almost any industry where it can make money.
Products and applications scope: The range of products and applications that a company will supply. St. Jude Medical aims to “serve physicians worldwide with high-quality products for cardiovascular care.”
Competence scope: The range of technological and other core competencies that a company will master and leverage. Japan’s NEC has built its core competencies in computing, communications, and components to support production of laptop computers, televisions, and other electronics items.
Market-segment scope: The type of market or customers a company will serve. For example, Porsche makes only expensive cars for the upscale market and licenses its name for high-quality accessories.
Vertical scope : The number of channel levels from raw material to final product and distribution in which a company will participate... [or] may outsource design, manufacture, marketing, and physical distribution.
Geographical scope: The range of regions or countries in which a company will operate. At one extreme are companies that operate in a specific city or state...
A company must redefine its mission if that mission has lost credibility or no longer defines an optimal course for the company
Origine: Marketing Management, Millenium Edition, 2001, p. 41 ; Chapter 3. Corporate and Division Strategic Planning
Origine: Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know, 2011, p. 127; Quote in the context of new product development.
Philip Kotler cited in: Michael R. Czinkota (1999), Marketing: Best Practices. p. 11
Philip Kotler cited in: Morgen Witzel, "First Among Marketers". Financial Times. August 6, 2003.
Philip Kotler (1993), as cited in: Gerald A. Cole (2003), Strategic Management, p. 131
Philip Kotler (2012). Kotler On Marketing, p. 125: About defining the Target Market
Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman & Torben Hansen. (2009). Marketing Management. p. 819
Origine: Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know, 2011, p. xiv