Philip Kotler's contributions to marketing theory and practice

Philip Kotler*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter

21 Scopus citations

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.

Original languageEnglish (US)
Title of host publicationReview of Marketing Research
Subtitle of host publicationSpecial Issue - Marketing Legends
EditorsNaresh Malhotra
Pages87-120
Number of pages34
DOIs
StatePublished - 2011

Publication series

NameReview of Marketing Research
Volume8
ISSN (Print)1548-6435
ISSN (Electronic)1944-7035

ASJC Scopus subject areas

  • Marketing

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