Kotler, P. (2016). Philip Kotler: Some of my marketing successes. Journal of Historical Marketing Research. 9(2). pp. 203-208 doi: 10.1108/hrm-11-2016- 0027
2) Be clear and concise in describing the key topic of your article.
It is an autobiographical story about Philip Kotler and his life. The paper’s primary purpose is to explore the author’s journey from his social roots to his academic roots. This will help us understand his passion for and contribution to marketing research, teaching, scholarship, and practice. The author also emphasizes the role of social and cultural variables in branding and marketing. Kotler stated that considering the changes made to the conceptual view, it was important to shift the focus to the value proposition to better meet customer expectations and enhance the effectiveness. Kotler stressed that it was important to consider the entire marketing strategy when designing strategies across different companies, regardless of market or social role differences.
3. Identify the main evidence that was used by the authors to back the principal proposition.
This article describes how marketing ideas can impact brand awareness in the international context using social and cultural marketing concepts. Kotler’s innovative marketing concept combines the perspectives of business and marketing as social activities. Kotler’s brand-creation process has been expanded to allow marketing managers to develop their ideas. Modern marketing objectives aren’t limited only by the sale of specific items. A society moves beyond the point where shelter, food and clothing are its main concerns. It organizes to meet other essential needs.
Kotler suggests that the society marketing concept is an extension of the existing marketing ideas and not a complete restructure. Kotler recognized key marketing concepts, but he modified them for new aspects of community life. Advertising firms should explore Hirschmanthetics and ideologic brands as they are fundamentally significant events that must be explored. This highlights the importance of broadening the marketing scope.
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