MANAGEMENT GURU

PHILIP KOTLER

Philip Kotler born 27 May 1931 in Chicago

is the S.C. Johnson & Son Distinguished
Professor of International Marketing at the
Kellog School of Management at
Northwestrn University.
 ACHIEVEMENTS
• He was selected as the #4 management guru of
all time by the Finacial Times (behindJack
Welch,Bill Gates and Peter Drucker).
•He has been hailed by the Management Centre
Europe as "the world's foremost expert on the
strategic practice of marketing." Also considered
one of the pioneers of Social Marketing.
 KMG GROUP
The Kotler Marketing Group (KMG), Dr. Kotler
has consulted to many major U.S. 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.
"Today's smart marketers don't sell
products; they sell benefit packages.
They don't sell purchase value only; they
sell use value.“
 Philip Kotler in
“Kotler on Marketing”

Five P’s From PHLIP KOTLER

1.PRODUCT
2.PROMOTION:EFFECTIVE
COMMUNICATION
3.PLACE:PHYSICAL DISTRIBUTION AND
CHANNEL MANGEMENT
4.PRICING THE PRODUCT
5.PACKAGING
 Books by Philip Kotler
• Philip Kotler and Kevin Lane Keller, Marketing Management, Pearson
Education, 2006
• Philip Kotler and Nancy Lee, Marketing in the Public Sector: A Roadmap for
Improved Performance, Wharton School Publishing, 2006.
• Philip Kotler and Waldemar Pfoertsch, B2B Brand Management, Springer,
2006.
• Philip Kotler and Dawn Iacobucci, Kellogg on Marketing, John Wiley &
Sons, 2001
• Building Global Biobrands: Taking Biotechnology To Market BUS
HD9999.B442S56 2003
• Marketing Insights From A to Z: 80 Concepts Every Manager Needs to
Know BUS HF5415.K63127 2003
• Marketing Asian Places: Attracting Investment, Industry, and Tourism to
Cities, States and Nations BUS HC415.I53M37 2002
• Marketing Professional Services: Forward-thinking Strategies for Boosting
Your Business, Your Image, and Your Profits BUS HD8038.A1K67 2002
• "Marketing Professional Services: Forward-Thinking Strategies for Boosting
Your Business, Your Image, and Your Profits," 2nd Edition, rev. by David H
Maister. Consulting to Management Sep 2002. Vol. 13, Iss. 3; p. 57.
• Social Marketing: Improving the Quality of Life BUS HF5414.K67
20002
• Marketing Moves: A New Approach to Profits, Growth, and Renewal
KC HF5415.K68M3 2002
• Marketing Management: Analysis, Planning, and Control RDL
HF5415.13.K64 1976
• Simulation in Social and Administrative Science: Overviews and
Case-examples DBW H61.G83 1972
• Marketing Management; Analysis, Planning, and Control BUS
HF5415.13.K64 1972
• Readings in Marketing Management BUS HF5415.13.K65 1972
• Creating Social Change DBW HM101.Z28 1972
• Marketing Decision Making: A Model Building Approach BUS
HF5415.K63 1971
• Marketing and the Computer RDL HF5415.13.C33 1970
• Marketing Management: Analysis, Planning, and Control BUS
HF5415.1.K67 1967
 AL RIES

Al Ries attended high school in Harvey, Illinois,

before joining the Merchant Marines and later the US
Army where he served in Korea. Upon his return, Al
attended and graduated from DePauw University in
Greencastle, Indiana with a degree in liberal arts in
1950. After school, he accepted a job in the
advertising and sales promotion department of
General Electric in Schnectady, New York.
 ACHIEVEMENTS
• In 1999, Al was named one of the 100 most
influential public relations people of the 20th
century by PR Week magazine. He also was
profiled in the June 28th issue of Business Week
magazine.
• In the year 2000, Al Ries and Laura Ries co-
authored The 11 Immutable Laws of Internet
Branding, published by HarperCollins. The book
uses Ries' marketing knowledge and expertise
in branding and brings it to the Internet.
 PR V/S. Advertising
3 Facts of Life

• Advertising often gets the credit for PR

successes.
• Advertising often gets the credit for
campaigns that don't deserve it.
• Advertising dollars cannot compensate for
the lack of favorable PR.
 JACK TROUT

Jack Trout started his business career in the

advertising department of General Electric.
From there he went on to become a
divisional advertising manager at Uniroyal.
Then he joined Al Ries in the advertising
agency and marketing strategy firm where
they worked together for over twenty-six
years
 ACHIEVEMENTS
• He is president of a prestigious marketing firm with
headquarters in Old Greenwich, Connecticut, and offices in 13
countries. Trout manages and supervises a global network of
experts that apply his concepts and develop his methodology
around the world. His firm has done work for AT&T, IBM,
Burger King, Merill Lynch, Xerox, Merck, Lotus, Ericsson, Tetra
Pak, Repsol, Hewlett Packard, Procter & Gamble, Southwest
Airlines and other Fortune 500 companies.
• With Al Ries, Jack coauthored the industry classic, Positioning:
The Battle for Your Mind, which was published in 1980 by the
McGraw Hill Book Company and subsequently by Warner
Books in paperback. In 1985 Jack and Al wrote a second
bestselling book, entitled Marketing Warfare. Both books are
now published in 14 languages. In 1988 Bottom Up Marketing
was published, and became very popular as the "process"
book, completing what has become known as the "Trilogy" of
marketing books.
 Geert Hofstede

Geert Hofstede,1928 Born at

Haarlem, the Netherlands. He has
done Diploma (M.Sc.) Mechanical
Engineering from Delft Technical
University & Part-time doctoral study
at Groningen University. He is an
influential Dutch writer on the
interactions between national cultures
and organisational culture, and is an
author of several books including
 ACHIEVEMENTS
• 1965-71 Founded and managed the Personnel
Research Department of IBM Europe.
• 1980-93 Co-founder and first Director, IRIC
(Institute for Research on Intercultural
Cooperation), the Netherlands.
• 1992-2000 Honorary Professor, University of
Hong Kong.
 Hofstede's Framework for
Assessing Culture
“Culture is more often a source of conflict than
a synergy. Cultural differences are nuisance
at best and often disaster.”

• Small vs. Large Power Distance

• Individualism vs. collectivism
• Masculinity vs. femininity
• Uncertainty avoidance
• Long vs. short term orientation
 Books by Geert Hofstede
• Hofstede,Geert and Hofstede,Gert-Jan.
cultures and organizations:software of mind.New
York:McGraw-Hill U.S.A.,2004.
• Hofstede,Geert,Culture’s consequences,
comparing values,Behaviors,Institutions &
organizations Across nations thousands
oaks CA:Sage Publications 2001.
 KENICHI OHMAE

Dr. Ohmae born 1943,attended Waseda

University (BS),the Tokyo Institute of
Technology (MS), and the Massachusetts
Institute of Technology (Ph.D. in nuclear
engineering). Honorary doctorate from Notre
Dame University in 1995.
 ACHIEVEMENTS
• Dr. Kenichi Ohmae is the Founder of "Reform of
Heisei", a citizen's socio-political movement
established on November 25, 1992, to promote and
catalyze the fundamental reform of Japan's political
and administrative systems.
• Dr. Ohmae is also founder and Managing Director
of the Ohmae & Associates, EveryD.com, Inc. (an
internet platform for living rooms), Business
Breakthrough (an around-the-clock interactive
satellite television for business and management),
Ohmae Business Developments, Inc.
(entrepreneurial contest and venture incubation),
General Services, Inc. (GSI).
3C's framework of Kenichi
Ohmae

In the construction of any business strategy,

three main players must be taken into account:
• the corporation itself,
• the customer, and
• the competition".
 STRATEGIC TRIANGLE

Three C's or the strategic triangle

• 3C's model: Customer-based strategies

• 3C's framework: Corporate-based strategies
• 3 C's model: Competitor-based strategies
 Books by KENICHI OHMAE

• The Mind of Strategist (McGraw-Hill)

• Triad Power (Free Press)
• The End of the Nation State (Free Press)
• The Evolving Global Economy (editor,
Harvard Business School Press)
THANK YOU…..