Philip Kotler's Contributions to Marketing Theory and Practice

Abstract

The author describes how he entered the marketing field and describes his contributions in four sections: articles written, books published, students nurtured, and executives consulted and trained. He describes his contributions to the marketing field in nine areas: marketing theory and orientations, improving the role and practice of marketing, analytical marketing, the social and ethical side of marketing, globalization and international marketing competition, marketing in the new economy, creating and managing the product mix, strategic marketing, and broadening the concept and application of marketing.

Citation

Kotler, P. (2011), "Philip Kotler's Contributions to Marketing Theory and Practice", Malhotra, N.K. (Ed.) Review of Marketing Research: Special Issue – Marketing Legends (Review of Marketing Research, Vol. 8), Emerald Group Publishing Limited, Leeds, pp. 87-120. https://doi.org/10.1108/S1548-6435(2011)0000008007