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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]
A customer value proposition is a business or marketing statement that describes why a customer should buy a product or use a service. It is specifically targeted towards potential customers rather than other constituent groups such as employees, partners or suppliers.
A marketing information system (MIS) is a management information system (MIS) designed to support marketing decision making. Jobber (2007) defines it as a "system in which marketing data is formally gathered, stored, analysed and distributed to managers in accordance with their informational needs on a regular basis." In addition, the online ...
Kotler, Philip and Armstrong, Gary Principles of Marketing Pearson, Prentice Hall, New Jersey, 2007 ISBN 978-0-13-239002-6, ISBN 0-13-239002-7; Berghoff, Hartmut, Philip Scranton, and Uwe Spiekermann, eds., The Rise of Marketing and Market Research (New York: Palgrave Macmillan, 2012), ISBN 978-0-230-34106-7
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]
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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]
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