Philip Kotler As The Father Of Modern Marketing

Kotler, P., & Keller, K. (2012). Marketing Management (14th ed., pp. 517-518). Essex, London: Prentice Hall.

Armstrong, Gary and Kotler, Philip 2011, Marketing: an introduction, 10th edition (pp. 50-51), Pearson Prentice Hall, USA.

Marketing dates back to 1450, when Gutenberg’s metal movable type production led to the mass-production of flyers and brochures. His invention revolutionized the consumer market. This brilliant idea advanced throughout the years. The marketing course was not offered until 1905, when the University of Pennsylvania allowed it and the course was known as The Marketing of Products. About three years later, Harvard’s Business School opened, which offered a variety of marketing and other business related fields. (“The History.”) A famous marketing manager, Phillip Kotler, who is an author, a consultant, and a Marketing Professor. He has based his entire life about marketing and Kotler once said “Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.” (“Marketing.”) In 1975, Kotler was the first person to receive the Leader in Marketing Thought award, which is a prestigious award, voted by American Marketing Association. Recently, on February 16, 2013, he was the first recipient of the

Kudler Fine Foods is a three-store gourmet grocer in Southern California. Kudler Fine Foods specializes in providing unique and high quality ingredients for the savvy shoppers in search of the finest meats, produce, cheeses and wine (University of Phoenix, 2008). One of the opportunities stated in the Kudler’s strategic plan include offering an expanded catering service. Currently, Kathy Kudler has been providing some catering services through special requests, with very good results both in customer satisfaction and product profit margin. The following market analysis will review Kudler’s existing market research, and present opportunities based on the marketing mix for the expanding catering services.

The fact that currently there exist numerous highly regarded outlets for this study typology is what conceivably demarks the latest marketing shifts most visibly. Although this does not surmount the problem of intellectual fragmentation that goes together with scholars publishing in dissimilar disciplines, or the limitations of page numbers made obligatory by journals. The latter has had a heavy effect on studies of Critical Marketing considering the presence of unrealized intellectual potential in empirical, theoretical and conceptual requisites.

Donnelly, J. & Peter, J. (2014). A Preface to marketing management (14.th ed.). New York, New York.

The article “Marketing: philosophy of science and “epistobabble warfare” is a commentary by the author Michel Rod published as a qualitative research in an International Journal, Vol. 12 Iss. 2, pp. 120- 129.

Perreault, W.D., & McCarthy, E. J. (2005). Basic Marketing (15th ed). [University of Phoenix Custom Edition e-text]. New York: McGraw-Hill/Irwin.

Ferrell, O. C., & Hartline, M. D. (2014). Marketing strategy: Text and cases. Mason, OH: South-Western/Cengage Learning.

There are some powerful lessons that any marketer can learn from this book. But there are some limitations for today 's market. The book focuses mainly on product

The majority of business related disciplines started to consolidate in the first decades of the 20th century (Drucker 2008), so marketing did. However, it was not until after the Second World War that marketing settled down as a discipline within the academia, and the pursuit of a marketing theory emerged (Bartels 1968; Quelch and Jocz 2008). By the end of the 40s, Alderson and Cox expressed the necessity for a marketing theory that should help to both students and practitioners to go further than a mere empirical analysis (Alderson and Cox 1948).

The selection of this event for analysis is based on the fact that it is one of the largest conferences in the marketing area in the United Kingdom. The success of the event has been contributed by the fact that it was held annually for the last 9 years (Chauhan, 2015). The 2015 occasion marked its 9th occurrence. Also, the event brings together marketing professions from different countries. This facilitates the process of enriching the content and the importance of the event within the marketing spectrum globally.

Kotler, P. , Wong, V., Saunders, J., Amstrong, G., 2005. Principles of Marketing 4th, edition Pearson educational editorial.

The article begins by asserting that changes over time in the marketing environment have led to the need for marketers to play multiple roles such as that of a strategist, technologist, and scientist. Until now, marketers experienced issues when marketing ambitions and the company’s capabilities are not paralleled. This gap has served as the driving force behind an innovative approach to marketing which combines the function of marketing with all other functions that it intersects with such as sales, finance, IT, etc. This, however, presents problems such as break downs in communication, stalled processes, and blurred boundaries. More modern and innovative companies have moved toward marketing that is more collaborative and interactive which increases the value and effectiveness of marketing efforts. A more effective approach would be to identify, focus on, and improve the critical decision processes. The three categories of marketing related decisions are strategy and planning, execution, and operations and infrastructure. Because these decisions are positioned at the juncture of different functions, they cannot be made by marketing alone. Some decisions require collaboration of marketing with “sales, product management, pricing, analytic groups, IT, or other functions.”

| In the literature on marketing there is no other functions which attracts more attention than selling. The credit for this definitely goes to