Philip Kotler

Introduction
From past 4 decades Kotler is also known as Father of Marketing. Philip Kotler is S.C. Johnson and son distinguished professor of international Marketing at Kellogg's school of management at northwestern university. Kellogg was voted as a Best Business School for six years in business weeks survey of U.S. business school, where Prof. Kotler has significantly contributed to Kellogg's success through his many years of research and teaching there. Prof. Kotler who is the inventor of 4 Ps of Marketing (which now he has transformed to 7 Ps) as well as the inventor of Social Marketing , is involved in research & development of marketing for over last 55 years. Dr. Kotler is the author of Marketing Management , now in its fourteenth edition it is the most widely used marketing textbook in graduate schools of business around the globe, 20 million plus copies are sold.

Early Life:
Name Born place Nationality Occupation Philip kotler May 27 ,1931 Chicago, Illinois. USA Marketing Consultant

Prof. kotler received his Masters degree at the university of Chicago in (1953) and Doctors at Massachusetts institute of Technology in (1956 )both in economics and marketing. He also did his postdoctoral work in mathematics at Harvard university and behavioral science in the university of Chicago.

Career:
Prof. Kotler was a consultant for companies such as

IBM, General Electrics, AT&T Honeywell and others in the areas of Marketing strategy and planning, marketing Organizations and International Marketing.

Contributions to Management
Marketing Management:
Originally published in 1967, Marketing Management, now in its 14th edition, is the worlds leading book in marketing, and is translated into over 25 languages. It has educated millions of students. In 1996, it was judged to be one of the top 50 best business books of all times. His book Marketing Management , thirteenth addition, is widely considered to be the Bible of Marketing.

Kotlers five levels of products(1969)

1. Core

Benefit: The fundamental need or want that consumers satisfy by consuming the product or service. 2. Generic /Actual Product: A version of the product containing only those attributes or characteristics absolutely necessary for it to function. 3. Expected Product The set of attributes or characteristics that buyers normally expect and agree to when they purchase a product. 4. Augmented Product Inclusion of additional features, benefits, attributes or related services that serve to differentiate the product from its competitors. 5. Potential Product All the augmentations and transformations a product might undergo in the future.

Decision Making Process in Consumer Behaivour

A consumer goes through several stages before purchasing a product or service: 1. Need recognition: Need is the most important factor which leads to buying of products and services. 2. Information search: When an individual recognizes his need for a particular product/service he tries to gather as much information as he can.

The next step is to evaluate the various alternatives available in the market. 4. Purchase decision: After going through all the above stages, customer finally purchases the product. 5. Post Purchase behaivour: The purchase of the product is followed by post purchase evaluation
3.

Evaluation of alternatives:

Achievements
Philip Kotler has hailed by the Management Centre

Europe as worlds foremost expert on strategic practice of Management. Prof. Kotler was the first recipient of American Marketing Association[AMA] Distinguished Marketing Award. Profiled as a leading Management Guru in four published books on Management Gurus. The Ultimate Book of Business Gurus, Guide to the Management Gurus, How to Think Like the Worlds Greatest Marketing Minds, Business Minds.

 Professor Kotler was ranked 4th

among the most influential business thinkers. He is the first academic in the list (after Peter Drucker, Bill Gates, and Jack Welch) and the only marketer. In 2009, Kotler published two new books, (1) Chaotic, (2) Up and Out of Poverty. Both were cited as award winning books of 2009 Professor Kotler was honoured on Indonesian postage stamps issued in connection with the launching of the Philip Kotler Centre for ASEAN Marketing.

Honors and Awards:

The European association of marketing consultants

and sales trainers awarded Kotler their price for Marketing Excellence. He was chosen as a Leader of Marketing Thought by the academic members of AMA in a (1975) survey. He also received the 1978 Paul Converse Award of the AMA honoring his original contribution to marketing. In 1995 the sales and marketing executives international[SMEI] named him Marketer of the year. (1985) Kotler received the Award for Excellence in Health Care Marketing. 2002, Kotler received the Marketing Educator of the Year award from the Academy of Marketing Science.

 2003. Kotler received the Award for Innovative

Thinking in Marketing by the Marketing Management Association 2005. Marketer of the Year 2005, awarded by the Czech Marketing Association 2006. Received Telecom Italia Prize for Leadership on Business and Economic Thinking.

Thank you