Modern marketing was basically laid out by Philip Kotler in his seminal 1967 book, Marketing Management. Now, one of Kotler’s favourite ties bears the title of his magnum opus.
The push to look at marketing came from being taught by Milton Friedman and Paul Samulelson at Chicago. “I concluded that if those two great minds couldn’t agree on economic issues, I probably wasn’t going to make a difference in that field,” he observed. “At the same time, I was attracted to very tangible problems that economists don’t deal with, such as: how much do you spend on advertising? What’s a sensibly-sized salesforce? How do you really set prices intelligently? I got into the mindset of a market.”
Kotler has dominated marketing over the last four decades and remains an energized force on marketing’s behalf, traveling the world continually. Along the way he has pushed the frontiers of where marketing can make a difference.