The Bible Of Marketing Philip Kopler Analysis

You ask any fresh business school graduate about his understanding on marketing and 90% of his jargon are derived from one book- The Bible of Marketing by Kotler, Philip Kotler. For last five decades, Kotler’s views have become widely known and worshiped by students, marketers, consultants, strategists, managers and business tycoons. Period

Then watch the similar graduate for two to three years in the corporate world doing routine and repetitive business analysis, ROI, Brand plans, Ansoff matrix, BCG, SWOT, CRM, Flip charts, Purchasing power, buying behavior, power points, spreadsheets, excel etc. Ask the same person about Kotler?

Who?

Philip Kotler!!! The Great marketer!!!

Oh Yeah!!! Yes !!! Bookish he was!!! Real World is different!!! Marketing has moved forward a lot!!!

And five years down the line. Kotler? No, He is dead!!!

Scary!!! Kotler is Dead

 After almost 5 decades of his first book, we assume that legend Kotler's doctrine do not exist any more. World becomes "Real" from "Ideal theories and concepts" conveniently because of redundancy and moving away from basics. Kotler is not dead, Kotler
As competitors start entering with low cost generics, Novartis felt the heat and focused on another molecule “Tasigna” which was not exactly the same in indication but to live blue ocean strategy, Novartis promoted “Tasigna” as best option in same subtype of cancer where Gleevec was indicated. Gradually with different campaigns and cannibalizing “Gleevec” by positioning over it, Novartis is playing again “Blue Ocean” strategy with no competitor as Tasigna is patented product. Strategically, they have not withdrawn Gleevec as it was first choice of clinicians but supplementing more on “Tasigna” without any low cost model. Only differentiation in uncontested market