September 14, 2018

Philip Kotler on what’s next for marketing

Widely recognized as the dean of America’s marketing professors, Professor Kotler sees marketers key responsibility in delivering a dependable measure of the Return on Marketing Spend.

Here are today’s major marketing changes, according to Philip Kotler:

1. The Internet, mobile phones and social media are now playing a larger role in influencing consumer and producer behavior.

2. Companies are more interested in producing long-term customers, not just single sales. Companies seek to design a set of engaging customer experiences that leads to customer advocacy. A company is successful when its customers become its best advertisers.

3. Management now recognizes the importance of excellent service in winning customer loyalty.

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