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DR. PHILIP KOTLER
Father of Modern Marketing
Biography
Philip Kotler is regarded as "The Father of Modern Marketing" by many scholars. He is Professor Emeritus of Marketing at the Kellogg School of Management, where he held the S.C. Johnson & Son Professorship of International Marketing. He received his Master's Degree at the University of Chicago and his PhD Degree at MIT, both in economics. He did post-doctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.
Professor Kotler is the author of 57 books including: Marketing Management: Analysis, Planning, Implementation and Control, the most widely used marketing book in graduate business schools worldwide. He has published over one hundred and fifty articles in leading journals, several of which have received best-article awards.
Kotler helped create the field of social marketing that focuses on helping individuals and groups modify their behaviors toward healthier and safer living styles. He also created the concept of "demarketing" to aid in the task of reducing the level of demand. He also developed the concepts of "prosumers," "atmospherics," and "societal marketing."
