Interview with Philip Kotler

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“Companies need to increase their ratio of lateral thinking to old-fashioned vertical thinking.”

- Philip Kotler.

Philip Kotler is the SC Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management, Chicago. Kotler is hailed by Management Center Europe as “the world’s foremost expert on the strategic practice of marketing.” Kotler has authored what is widely recognized as the most authoritative textbook on marketing: Marketing Management, now in its 12th edition. Kotler has also authored, or co-authored, a number of other leading books, including Kotler on Marketing, Lateral Marketing Strategic Marketing for Non-Profits, Marketing for Healthcare Organizations, Marketing Professional Services, Marketing From A to Z, Ten Deadly Marketing Sins, Marketing Moves, Marketing places, The Marketing of Nations, and Social Marketing.

Kotler has recieved many major awards including the “Distinguished Marketing Educator” of the Year Award of the American Marketing Association and Marketer of the Year by the Sales and Marketing Executives International (SMEI). Kotler has consulted many major US and foreign companies-including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, and Motorola, in the areas of marketing strategy and planning, marketing organization, and international marketing.

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