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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 .
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] He is known for popularizing the definition of marketing mix.
The Washington Post describes The Leadership Challenge as a "business-meets-self help canon." [1] Carmine Gallo and Tom Gerace have cited The Leadership Challenge as an important book in developing their leadership skills. [5] [16] Verne Harnish described the book as "one of the five most important leadership books ever written." [17]
More recently, Kotler and Keller added the holistic marketing concept to the list of eras in marketing. [99] Marketing theorists continue to debate whether the holistic era represents a genuine new orientation or whether it is an extension of the marketing concept.
An executive summary; Situation analysis to summarize facts and insights gained from market research and marketing analysis; The company's mission statement or long-term strategic vision; A statement of the company's key objectives often subdivided into marketing objectives and financial objectives
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Philip Kotler is generally credited with introducing the societal marketing concept to the literature in a 1972 article "What Consumerism Means for Marketers" in the Harvard Business Review of 1972. [7] Certainly Kotler believed that he had coined the term, "societal marketing" and was the first to codify it within the marketing literature. [8]
Rackham’s work as a research fellow led to his first books, The Evaluation of Management Training (Gower Press, 1970), written with Peter B. Warr and Michael William Bird; Developing Interactive Skills (Wellens Publishing, 1971), co-authored with Peter Honey and Michael J. Colbert; and Behaviour Analysis in Training (McGraw-Hill UK, 1977), with Terry Morgan.