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  2. Megamarketing - Wikipedia

    en.wikipedia.org/wiki/Megamarketing

    Megamarketing is a term coined by U.S. marketing academic, Philip Kotler, [1] [2] [3] to describe the type of marketing activity required when it is necessary to manage elements of the firm's external environment (governments, the media, pressure groups, etc.) as well as the marketing variables; Kotler suggests that two more Ps must be added to the marketing mix: public relations and power.

  3. History of marketing - Wikipedia

    en.wikipedia.org/wiki/History_of_marketing

    More recently, Kotler and Keller added the holistic marketing concept to the list of eras in marketing. [99] Marketing theorists continue to debate whether the holistic era represents a genuine new orientation or whether it is an extension of the marketing concept.

  4. Customer profitability - Wikipedia

    en.wikipedia.org/wiki/Customer_profitability

    Customer profitability (CP) is the profit the firm makes from serving a customer or customer group over a specified period of time, specifically the difference between the revenues earned from and the costs associated with the customer relationship in a specified period.

  5. Marketing mix - Wikipedia

    en.wikipedia.org/wiki/Marketing_mix

    The original marketing mix, or 4 Ps, as originally proposed by marketers and academic Philip Kotler and E. Jerome McCarthy, provides a framework for marketing decision-making. [6] McCarthy's marketing mix has since become one of the most enduring and widely accepted frameworks in marketing. [ 22 ]

  6. Whole product - Wikipedia

    en.wikipedia.org/wiki/Whole_product

    In marketing, the whole product concept is the third iteration of a model originally developed by Philip Kotler, a professor at the Kellogg School of Management at Northwestern University. In his book entitled “Marketing Management” Kotler drew attention to the fact that consumers purchase more than the core product itself. And ...

  7. Societal marketing - Wikipedia

    en.wikipedia.org/wiki/Societal_marketing

    Kotler introduced both the concept of social marketing (extending marketing technologies into non-business areas) and societal marketing, arguing that the marketing concept and its technologies must be tempered and ultimately revised by adopting a more explicit social orientation. [10]

  8. Buyer decision process - Wikipedia

    en.wikipedia.org/wiki/Buyer_decision_process

    According to Kotler, Keller, Koshy, and Jha (2009), [14] the final purchase decision can be disrupted by two factors: negative feedback from other customers and the level of motivation to comply or accept the feedback.

  9. Philip Kotler - Wikipedia

    en.wikipedia.org/wiki/Philip_Kotler

    He also created the concept of "demarketing" to aid in the task of reducing the level of demand. He developed the concepts of "prosumers," "atmospherics," and "societal marketing." He is regarded as "The Father of Modern Marketing" by many scholars. [3] Kotler's latest work focuses on economic justice and the shortcomings of capitalism.