Skip to content

61: Philip Kotler: Marketing’s old guard keeps a constant eye on the future

Over the next three weeks, Alan takes us back to school with a podcast master class in marketing. To do this, he’ll be talking to some of the greatest academic minds in the discipline. And today his conversation is with Philip Kotler. Considered by many as both “The Marketing Guru” and “The Most Influential Marketer of All Time,” Kotler discusses just a few of the many books he’s written on marketing, from “Marketing Management” (now in its 15th edition) to his most recent effort, “Confronting Capitalism.”

In speaking about “Confronting Capitalism,” Kotler touches on the danger he foresees in the growing inequality of income that forces many to live paycheck to paycheck and rely on going into debt to purchase the things they need to survive: “There is such high indebtedness of the working class, and that is going to be fatal to the economy.”

Highlights from this week’s “Marketing Today” podcast include:

  • Kotler talks about why he chose marketing as his profession. (2:26)
  • From a foundational idea to the social impact of marketing to branding: Kotler looks back on the last 50 years. (5:12)
  • “I wanted a thinner book.” — Kotler discusses “Marketing 4.0.” (9:14)
  • What’s in a name? No matter what you call it, the role of the CMO is critical to growth. (13:27)
  • “Opportunity identification is everyone’s job.” (16:59)
  • “Confronting Capitalism” — Kotler talks about the thinking behind his latest book. (20:18)
  • Seeking fresh answers to big problems. (27:33)
  • Anticipating disruption: Big companies should be the attacker of themselves. (30:50)