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Philip Kotler (born May 27, 1931) is an American marketing author, consultant, and professor emeritus; the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University (1962–2018). [1]
Kevin Lane Keller (born June 23, 1956) is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. He is most notable for having authored Strategic Brand Management (Prentice Hall, 1998, 2002, 2008 and 2012), a widely used text on brand management .
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]
Marketing management is the strategic organizational discipline that focuses on the practical application of marketing orientation, techniques and methods inside enterprises and organizations and on the management of marketing resources and activities.
The concept of a core product originates from Philip Kotler, in his 1967 book – Marketing Management: Analysis, Planning and Control. [2] It forms the first level of the concept of Three Levels of a Product. Kotler suggested that products can be divided into three levels: core product, actual product and augmented product. [3]
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.
The One Thing: The Surprisingly Simple Truth Behind Extraordinary Results (stylized The ONE Thing) is a non-fiction self-help book written by authors and real estate entrepreneurs Gary W. Keller and Jay Papasan. [1] [2] [3] The book discusses the value of simplifying one's workload by focusing on the one most important task in any given project.
Kaufman Thuma Keller, commonly known as K. T. Keller (27 November 1885 – 21 January 1966), was an American corporate executive who served as the president of Chrysler Corporation from 1935 to 1950 and as its chairman of the board from 1950 to 1956. [3] He is also known for proposing the creation of the Detroit Arsenal. [1]