Lesson notes, exercises, downloads, and recommended reading are below the video. On mobile, the video will rescale when you play it.

Philip Kotler: The Father of Modern Marketing

People refer to Philip Kotler as the ‘father of modern marketing’. His contribution to marketing is vast and his ideas are foundational. What really stands out was his analytical approach to what was, before Kotler, a woolly and vague social science.

Watching this video is worth 2 Management Courses CPD Points*.
🔎 See below for details

Marketing for Managers
This video is part of course module number 8.3.6
Program 8: Managing Customers & Clients
Course 3: Marketing for Managers
Section 6: Masters of Marketing

Other videos in this section include:
🎬 Estée Lauder: The Mother of Modern Marketing https://youtu.be/fqMCHag_Cek
🎬 Theodore Levitt: Globalization of Marketing https://youtu.be/J_B42lvxuEc
🎬 Jean-Claude Larréché and Marketing Momentum https://youtu.be/hdnhOOMhL8M
🎬 Seth Godin: Powerhouse of Marketing Ideas https://youtu.be/dkWYPBkB7UI

Kotler’s best-selling textbook, Marketing Management is currently in its 15th edition – https://geni.us/74nCf.
Kotler’s Principles of Marketing just hit its 20th edition – https://geni.us/62Gx

Kotler’s 4 Big Ideas
1. Marketing as a Core Business Function
2. Focus on Your Customer’s Needs
3. Marketing as a Process of Exchange and Communication
4. Five Product Levels

Kotler had a public spat with his contemporary marketing guru, Theodore Levitt – https://youtu.be/J_B42lvxuEc.
Levitt believed that corporations should standardize their products globally, and build global brand messages and marketing campaigns.
Kotler saw the value of this but argued that corporations must embrace cultural and other local differences. He advocates a mixture of global and local marketing that has become known as ‘glocal’.

1. What is the status of marketing in your organization? To what extent is it core? And, in the case of your organization, what are the pros and cons of Kotler’s assertion that it should be? (3 MC CPD Points)
2. To what extent does your organization prioritize understanding the needs of its customers or clients? What else could it do, to improve this? (3 MC CPD Points)
3. How do the products or services your organization offers fit into Kotler’s 5 product levels? (3 MC CPD Points)

Free Resources
🧰 CPD Tools – https://gum.co/MC-CPD
Paid resources
🧳 Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)

📖 Very quick overview
Marketing: A Very Short Introduction https://geni.us/ozSJF
📖 Good general overviews
Kotler on Marketing https://geni.us/JNeVHy
Positioning: The Battle for Your Mind https://geni.us/kGj4KCA
The 22 Immutable Laws of Marketing https://geni.us/RVU1
Marketing For Dummies https://geni.us/sZXAw
📖 Small business marketing
The 1-Page Marketing Plan https://geni.us/Xb4wBk
📖 For a textbook, you can’t go wrong with Kotler’s name on it!
Marketing: An Introduction https://geni.us/q4gzVOw
Principles of Marketing https://geni.us/gsFeMT5
Marketing Management https://geni.us/i3FO

⭕️ Links to our book recommendations are affiliated through Amazon

Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)

You can record your Management Courses CPD points on our free, downloadable CPD record log.
📓 Download it at: https://gum.co/MC-CPD
Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, record 2 MC CPD points
– If you also carried out all of the recommended exercises, score a total of 11 MC CPD points

00:00 – Philip Kotler, the Father of Modern Marketing
00:50 – About Philip Kotler
01:52 – Kotler’s 4 Big Ideas
02:06 – Marketing as a Core Business Function
03:00 – Focus on Your Customer’s Needs
03:52 – Marketing as a Process of Exchange and Communication
04:45 – Five Product Levels
06:52 – Summing up Philip Kotler

#Marketing #ManagementCourses #PhilipKotler


Don Draper: In Mad Men, Advertising is Cool
Vance Packard – The Hidden Persuaders
David Ogilvy: The Father of Advertising
Seth Godin: Powerhouse of Marketing Ideas
Jean-Claude Larréché and Marketing Momentum
Theodore Levitt: Globalization of Marketing
Estée Lauder: The Mother of Modern Marketing
Advertising Campaign Monitoring & Evaluation
Media Buying: The Three Stages
All of the Advertising Media I Can Think of
Top 20 Strategies for Persuasive Ad Copy: Advertising Copy Strategies
The Creative Process: Developing, Writing, and Producing an Advert
Advertising Agencies: What They Offer and How to Select and Brief an Ad Agency
Planning an Advertising Campaign: Campaign Objective and Budget
What is Advertising? And What are its Benefits?
What is SEO? Search Engine Optimization
What is a USP? A Unique Selling Proposition
What is A/B Testing? …and Split Testing?
What is Remarketing? (or Retargeting)
What is Marketing Automation? And How to set it up.
What is Seth Godin’s Permission Marketing? And How to Build Your Campaign
What is Customer Relationship Management (CRM)? …And How to Use it.
What is the Customer Journey? And How to Visualize it
Seth Godin: What are Tribes?
Guy Kawasaki: What is Enchantment?
What is Public Relations (PR)?
What is the Marketing Channel Mix? Promotion Channel Strategy
Marketing Mix: The Fifth P – What is Positioning?
Marketing Mix: Crafting a Message – What is Promotion?
Marketing Mix: Place and Distribution Channels
Marketing Mix: Price and Pricing Strategy
Marketing Mix: Product – What is the Product Marketing?
What is the Marketing Mix – The 4Ps: Product, Price, Place, Promotion?
What is Multi-Level Marketing (MLM)?
What is a Customer Persona? …or Buyer Persona or Marketing Persona
What is Market Segmentation?
What is a Marketing Strategy?
What is Market Research?
What is a Brand Marketing Plan?
What is a Brand Strategy?
What is Brand Management?
What is a Brand? Brands and Branding

Mike Clayton

About Mike Clayton 

Dr Mike Clayton is a (former) Project Manager and now a management educator. Having trained thousands of people at live workshops, seminars, and conferences, he now delivers training mainly via video. He has 14 books with international publishers and runs two successful YouTube channels. He is also the founder of OnlinePMCourses.com

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