Philip Kotler, one of the world’s leading authorities on marketing, and the S.C. Johnson Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University, includes the following three definitions of marketing in his classic textbook, Marketing Management: Analysis, Planning, Implementation and Control:
“1) Marketing is the process by which an organization relates creatively, productively, and profitably to the marketplace. 2) Marketing is the art of creating and satisfying customers at a profit. 3) Marketing is getting the right goods and services to the right people at the right places at the right time at the right price with the right communications and promotion.” *
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I was raised on marketing with Kotler. In fact, the first marketing class I took in graduate school used this text book. In many respects, Kotler is my marketing hero, as he is for many who have read his work. Your thoughts on Dr. Kotler’s definition of marketing? Does this 1991 definition apply to current social media trends? Social media did not exist when he wrote this definition. It exists now. Traditional principles apply to the present as well as the future. Old rules applied to new tools.
Now go define then refine your marketing. Remember: Marketing Is A Verb…
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* Philip Kotler, Marketing Management: Analysis, Planning, Implementation, and Control, 7th ed. (Upper Saddle River, NJ: Prentice Hall, 1991), 31.