Mar 18, 2013, 08.39 AM IST
Philip Kotler, faculty, Kellogg School of Management in a class said old marketing that involved "mass production, mass distribution, mass marketing and lots of 30 second commercials which would put everyone to sleep," is now dead.
Philip Kotler is a man synonymous with modern marketing. His book, 'Marketing Management', now in its 14th edition, has been translated into 25 languages and is a must-have for students being initiated into the world of business.
Having co-authored more than 40 other books, Kotler has deconstructed the concepts of TV marketing, social marketing, turbo marketing, mega marketing and nation marketing. Some of the best companies in the world like Apple, IBM, Bank of America, AT&T, Ford and General Electric turned to Kotler for advice and strategy.
Impressing upon management students the purpose of marketing, Kotler put the wide and complex world of marketing in a simple line- Marketing is there to help us sell more goods and services. According to him modern marketing is about selling a dream- a dream of good life. "We have to figure out how to sell to the poor. Five billion people of the seven billion today on the earth are poor and marketing has offered them nothing," said the management guru.
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