Philip Kotler (b 1931) is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University, Chicago
“Marketing Management”, was first published in 1967, is a classic textbook which is currently in its 14th edition (2011). Kotler introduced rigorous analysis and mathematical methodology to the practice of marketing, something that had never been done before.
Kotler and his book have been influential over the past four decades, impacting the way companies are run, brands are developed, markets understood, consumer behavior analyzed and even how governments are run. The underlying school of thought is that marketing is applicable (and necessary) in virtually any type of business or organization.
There are few MBA graduates alive who have not ploughed through Kotler’s encyclopaedic textbook and have not benefited enormously from doing so…I can think of few other books…whose insights would be of more practical benefit to the average company.
The art of marketing is the art of brand building. If you are not a brand, you are a commodity. The price is everything and the low-cost producer is the only winner.