kunkun
PHILIP KOTLER
MARKETING: THE CONFESSION OF MAKETERS
REPORT
Lai Dinh Anh Quan
Student ID: A2123650
Philip Kotler (born May 27, 1931 in Chicago, Illinois) is an American marketing author, consultant and professor; currently the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is the author of over 40 marketing books, including Principles of Marketing, Kotler on Marketing: How to Create, Win, and Dominate Markets, and Marketing 3.0: From Products to Customers to the Human Spirit. Kotler is considered as a legend of marketing, retrieved October 5, 2013 from, http://en.wikipedia.org/wiki/Philip_Kotler.
In 2012, Philip Kotler was honorably invited to give a presentation on marketing at the annual Chicago Humanity Festival (CHF) took place at the Northwestern University’s Kellogg. His appearance for a speech on marketing undoubtedly attracted the participation of many audiences from not only Chicago but also other US cities. Regarding his speech, the audiences were given a view of the whole marketing’s history, evolution and influences as well as a very new perspective of how marketing would evolve in the future.
1. THE HISTORY OF MARKETING
In the present, “marketing” has become one of the most popular words in business. But according to Dr. Kotler, until the beginning of 20th century, there is nothing defined as “marketing” in any dictionaries. Marketing only has been developed for over 100 years since people discovered it in 1910. However, marketing has been already existed for a long time in some kinds of another thing. It is “Rhetoric” defined by Aristotle as “the art aims to improve the facility of speakers or writers who attempt to inform, persuade or motivate particular audiences in specific situations. It is the faculty of observing in any given cases the available means of persuasion”. The “marketing” showed up until the first text book about it published in the
MARKETING: THE CONFESSION OF MAKETERS
REPORT
Lai Dinh Anh Quan
Student ID: A2123650
Philip Kotler (born May 27, 1931 in Chicago, Illinois) is an American marketing author, consultant and professor; currently the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is the author of over 40 marketing books, including Principles of Marketing, Kotler on Marketing: How to Create, Win, and Dominate Markets, and Marketing 3.0: From Products to Customers to the Human Spirit. Kotler is considered as a legend of marketing, retrieved October 5, 2013 from, http://en.wikipedia.org/wiki/Philip_Kotler.
In 2012, Philip Kotler was honorably invited to give a presentation on marketing at the annual Chicago Humanity Festival (CHF) took place at the Northwestern University’s Kellogg. His appearance for a speech on marketing undoubtedly attracted the participation of many audiences from not only Chicago but also other US cities. Regarding his speech, the audiences were given a view of the whole marketing’s history, evolution and influences as well as a very new perspective of how marketing would evolve in the future.
1. THE HISTORY OF MARKETING
In the present, “marketing” has become one of the most popular words in business. But according to Dr. Kotler, until the beginning of 20th century, there is nothing defined as “marketing” in any dictionaries. Marketing only has been developed for over 100 years since people discovered it in 1910. However, marketing has been already existed for a long time in some kinds of another thing. It is “Rhetoric” defined by Aristotle as “the art aims to improve the facility of speakers or writers who attempt to inform, persuade or motivate particular audiences in specific situations. It is the faculty of observing in any given cases the available means of persuasion”. The “marketing” showed up until the first text book about it published in the