Essay --

When asked to evaluate the contribution to marketing made by an influential scholar, I decided to choose Phillip Kotler. Phillip Kotler was born on the 27th of May 1931 in Chicago. He was a character who strived during his educational times as he contains a Masters degree from the University of Chicago as well as a PhD from MIT both in the field of Economics. He is known as not just a famous Marketer but a renown author who has published over 55 books such as â€Å"Principles of Marketingâ€Å" â€Å" A Framework for Marketing Managementâ€Å" and â€Å"Marketing 3.0â€Å". The main reason I chose to study Kotler was that over his lifetime he was widely known for his efforts made to the modern marketing era. Of these acknowledgements made I would like to focus in on what I think are his three main contributes to marketing. Firstly, he was given the title as the â€Å"Father of modern marketing† which was seen in the eyes of the nearly all who study marketing. This title was given to him due to his outstanding knowledge and simplest ways to describe and focus in on the future fundamentals of marketing. Secondly, He one of the worlds’s leading authors on marketing placing 4th as an influential character behind the likes of Bill Gates and Peter Drucker. Finally, Kotler is said to be the founders behind the widely known 4 P’s, he is "the world's foremost expert on the strategic practice of marketing" (by Management Centre Europe). Professor Kotler is the expert marketer who discovered the 4 Ps of Marketing. This discovery is one of the most influentia... ...her one of his books â€Å"Marketing Management† is one his widely used graduate level textbook. Many students studying marketing refer to this book, he developed ideas and concepts in marketing including atmospherics (the store's layout, noise level, temperature, lighting), demarketing (reverse marketing in which a company discourages product demand in areas where they cannot realize a desired profit), megamarketing (type of marketing activity required when it is necessary to manage elements of the firm's external environment), and synchromarketing (activity intended to shift the pattern of demand to that it equates more suitably with the ideal pattern of supply). Kotler believes that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes.