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Philip Kotler: Marketing Strategy

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Philip Kotler is the undisputed heavyweight champion of marketing. He's authored or co-authored around 70 books, addressed huge audiences around the world and consulted some of the biggest brands. In this video, he shares his insights with the London Business Forum. London Business Forum offers a programme of fun and insightful events. Presented by some of the world’s most inspired and inspiring people, our events provide a burst of fresh thinking without taking you out of the office for too long. Website: https://www.londonbusinessforum.com/ Follow London Business Forum on Twitter: https://twitter.com/LBFEvents Like London Business Forum on Facebook: https://www.facebook.com/londonbusinessforum Subscribe to our channel: https://www.youtube.com/user/londonbusinessforum
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Text Comments (166)
Awesome Products (1 month ago)
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Muhammad Talha (2 months ago)
I wish Philip Kotler could teach me marketing himself (as in face-to-face), because the teachers I've had so far suck at teaching from his books!
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Paul Wilson (3 months ago)
"The brand is a promise." Love this quote from this video, so very true!
Fokhrul Alam (3 months ago)
CCDVTP= Create(Product Management),Communicate(Brand Management),Deliver Value ( Customer Management) so in a line mantra is Product Management,Brand Management & Customer Management.
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Hashim Abdullahi (3 months ago)
The Today's Pros and Cons of Marketing https://www.arewasound.com/2019/02/the-todays-pros-and-cons-of-marketing.html?m=1
I love it
Muhammad Abdul Rehman (4 months ago)
What a great CCDVTP idea...
asish mohanty (4 months ago)
Hello Mam/ Sir, We are dedicated resource , Associate leader from TOP MNC & Group , We have GMAT - 710 , IEEE, Forbes , GBS leader , Corporate leader from TATA, Capgemini , IBM, Vodafone , BIZ tech 13 + years Teaching , Learning Exp from Corporate , Host faculty with So many Client ! Thank you for Lesson !
Naj clt (5 months ago)
The Best marketing guru in this world is not philip Kotler.It is Narandra Modi, india prime minister.He sold dreams to the indians and most of them bought it and suffering now.So if anybody want to learn how to market something which does not exist,follow Narandra Modi.nobody can beat him.
Christian Bagrou (5 months ago)
6 outstanding minutes
Soumya Nayak (7 months ago)
That's a valuable speech for me... http://www.smarteducation247.com/Topics/digital-marketing-strategy-and-planning/
Ariel Bauer (8 months ago)
Sameer Bhati (8 months ago)
Your video was really helpful and most of my doubts were cleared. http://www.sameersai.com/
George V (8 months ago)
Dr. Kotler, I adore you ! A real marketing guru. You make our profession proud ! Hats off
Ellavette BalTon (9 months ago)
Bought many of your books Mr. Kotler, you are one of my Marketing champs
Ferdous Srabon (10 months ago)
Love you man
manjunatha E (9 months ago)
naffes uddin 99 (10 months ago)
Can u make 1 video upon k p i?
shivaji kolekar (10 months ago)
very nice lecture Professor Philip Kotler
asish mohanty (11 months ago)
Hello Mam, We are learning & leading in Marketing with B2B , B2C , B2E with dynamic , cutting edge Marketing . This was an excellent speech ! Thank you Dr Raman , Krishnan, Rituparna Mam, Ginni Mam !!
Rajesh Kumar (1 year ago)
Marketing is definitely about creating, communicating and delivering value.
Rajesh Kumar (1 year ago)
It an interesting concept and I can clearly identify brands. which are using this tactic in their advertising.
Alex Wright (1 year ago)
I'm getting dizzy watching this guy. Great info though.
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vincentlee (1 year ago)
This vedio is very useful to me. Thank you for sharing.
Abhinav Nandan (1 year ago)
Well Explained Lecture on Product Management, Brand Management, Customer Management. I am grateful to you Sir.
samy bob (1 year ago)
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Gerald Armendariz (1 year ago)
Enjoyed watching this!
Shrikant Radhanpura (1 year ago)
This makes perfect sense,thank you sir
tonya proctor (1 year ago)
Great presentation.
principles of marketing Was a good book back in college
Gol Sam (1 year ago)
Vesta (1 year ago)
Mohan Venkatachalam (1 year ago)
Create communicate and deliver value to a Target market at a profit. -CCDVTP
Vibhu Chaturvedi (7 months ago)
Bhai iss vedio ko koi hindi mein summarise kar do yr
Surawat Rungtao (1 year ago)
Mohan Venkatachalam thanks man
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Vesta (1 year ago)
Hey! Great Stuff. :heart_eyes:
Aditya s v (1 year ago)
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Time Wine&Cigars (1 year ago)
What's the target market today? Because is not the one you preach here! In the real world, poor spend more than rich and who buys are more interested in the product review than the "value" you create! Big words poor results
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Sharie Blanton (2 years ago)
The mantra of marketing: create and communicate value to a target market at a profit. Mr. Kotler is clearly a heavyweight in marketing. His insight is extremely valuable when understanding how to conduct product, branding and customer management. "Spirit share" is an interesting concept and I can clearly identify brands which are using this tactic in their advertising. @Volvo has a recent poetic commercial which has tapped into my spirit and love of poetry. I am looking forward to using these new tools in my job of delivering better local government services.
Ivan Lee (2 years ago)
In the work I do many do not consider church members as customers, nor do they realize that branding is important to churches. The needs of the members are an important aspect of the marketing mix, specifically as we view “customer value” of the 4 “C’s” in marketing. Church members want their place of worship to have events and programs for married couples, youth, singles as well as providing opportunity for members to serve the community they live in. Building a brand that answers questions gives an organization an advantage in reaching its target group.
Ivan Lee (2 years ago)
Successful branding gives companies an incredible edge in competitive markets. Branding communicates the level of quality and values the company stands on.
dinesh dina (1 year ago)
Awesome sir
Kenneth Guyton (2 years ago)
The new direction for branding for the goal of achieving “spirit share” is a fascinating shift in Marketing. As Philip Kotler says, we want to try to build an emotional relationship that goes beyond the ego. I think this is an indicator of the market itself. That is, more consumers are becoming more educated and aware of which companies most align with their values. If a company can tap into this, and truly work towards creating a world imagined by the consumers, then everybody wins (e.g. Tesla).
Abdullah Rehaily (2 years ago)
Cc Dv tp
Yelena Richy (2 years ago)
Very grateful for that useful information... Have made some notes.
Asela Wanniarachchi (1 year ago)
Ajinkya tribhuwan (2 years ago)
Yelena Richy
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Marcom pro (3 years ago)
That makes the loop complete...C.C.D.V.T.P. ,
Paola Restrepo (3 years ago)
Branding yourself is extremely important. It opens doors and creates a lasting impression on other people. By branding yourself you have control over people's initial perception. Not everyone knows who you are, therefore it is important for you to give your skills a bit of recognition. Branding yourself isn't entirely about who you are as an individual, bust mostly about what kind of services and goods you can offer.
Ivan Lee (2 years ago)
Under today's information microscope it is vital to control the narrative by creating and maintaining a positive and informative personal brand. You can assist those seeking to find more information about you and your values by building a strong brand.
Kenneth Guyton (2 years ago)
Paola, I agree with you. If you brand yourself well, you can control people's perceptions. I think it is also important to ensure you are marketing yourself honestly. As important as first impressions are, if one were to discover that you were not truthful in your initial portrayal, then the repercussions are usually very severe. I have found this to occur when someone gets caught lying on their resume.
anganathi ngxabani (3 years ago)
This is just excellent
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LuckyMom (3 years ago)
Excellent presentation. Working in DOD environment, I've always interjected the personal and emotional component in my approach. I was lucky enough to have had managers who were supportive which in turn assisted in my success. The "take-aways" from this presentation can be applied to any environment. I love Kotler's approach and insight. Valuable / useful information!
Sharie Blanton (2 years ago)
Like you, I also work for government, although local, and I am interested in finding ways to apply these concepts to our work. Creating value is a totally different paradigm shift for an organization that is essentially always there and on and can never be closed or discontinued. We have proven that even with sometimes bad customer service we will remain in business. Some municipalities are now becoming more savvy in the area of marketing and it does make a difference. The quality of their service improves and I believe the customer (residents) react and act differently towards the organization. I am hoping to move into the realm of "spirit share" and have more people think of the bigger picture before complaining and understanding their part in the shared solution.
likhit posree (3 years ago)
not come from something he have eaten ,,, just from his diet only.
Narayana Rao (3 years ago)
Marketing Management Articles - Notes on Chapters of Kotler's Marketing Text http://nraomtr.blogspot.com/2011/12/marketing-management-article-list.html
Opeyemi Adeleke (3 years ago)
He is my marketing idol and mentor; so deep and wide in thoughts.
Shelly verma (3 years ago)
I.M. Hound (3 years ago)
The modern age of Online marketing is somehow different. Not all the methods apply!
Vyllage Inc (3 years ago)
I had not considered the emotional connection that Marketing requires. I found the expansion of mind and heart, to now include "spirit share" especially in areas of benevolence or caring to be insightful because of the new emphasis on corporate social responsibility.
Maria Kamboykos (3 years ago)
I agree with both of you, I had not realized how important is to establish an emotional connection. After doing some research I found that 50% percent of every buying decision is driven by emotion. Which, for anyone responsible for bringing a product to market, makes a recent Forrester Research survey a concern. It reported that 89% of the respondents felt no personal connection to the brands they buy. For example, I don't buy coffee from Starbucks ever since I found how their farms in Guatemala operate, it makes me feel bad every time I see their franchise.
Vyllage Inc (3 years ago)
+Cinta rudmat I hadn't realized how heavily the emotional connection plays into our loyalty. Perhaps this is why I shop at Publix. Their ads and marketing convey goodwill and community.
Cinta rudmat (3 years ago)
+Laura Borland I agree with you, I also did not consider marketing to require an emotional connection.  It is important for an organization that their consumers know and like their brand by feeling and having an emotional connection to it.   Emotional connections such as admiration or uniqueness can create consumer’s loyalty to the brand.
Esraa Eid (3 years ago)
I love this marketer :-*
Kennedy Malambo (3 years ago)
Hes simply the best Marketer
MKTDIRECTOR (3 years ago)
No doubt, the father of Marketing, very interesting!
Shankar Baskar (3 years ago)
yah its useful and helpful to all management people
Sau Veikoso (3 years ago)
Its so amazing learning from the Master...we can use this forum eh? and forget about paying the whole $$$$...lol
Mohamud Mohamed Da'ar (4 years ago)
A great lecture
Super Sneak USA (4 years ago)
Wow radical change eh .........why pay guys like this to market your products when you can do a way better job at it and pay your self instead.
David Juris (4 years ago)
Amazing video Philip Kotler these strategies are effective, Customer management Strategy is main strategy in my thinking. thanks
Paola Restrepo (3 years ago)
I agree 100% with you Vinny. Nowadays companies are seeking for external knowledge to be more efficient in order to reduce cost and to be able to compete with what is in the market. Companies are looking for ways to improve their products this is why they look for external sources to achieve their results.
Vinny Costa (3 years ago)
How about the new Project Management Strategy. P&G’s Open innovation/technology is a great example that was mentioned by Philip Kotler of how project management changed. The companies opening their doors to external R&D. Open innovation reduce costs, accelerate products launch time, and it is a more profitable way to innovate. Companies are seeking external knowledge to be more efficient and effective during their “creative phase.”
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Soufiane Erraisse (4 years ago)
I like this thinker.. one of the most important figures of the modern mkt..
Prosper Jean Noël (4 years ago)
Awesome :)
Pandu Bala (4 years ago)
Nice Mantra.. CC->DV_>TP
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This is priceless info!
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Karen Darmon (5 years ago)
I'm using this for an intro class on marketing to a group of students who know nothing about marketing; even in 2013 i find it useful 
xue zhao (3 years ago)
Even in 2016, our teacher put it in the courseware as a powerful presentation.
Gurmay Fraser (5 years ago)
This video is powerful. Marketing strategy should include product management but more important customer management as per Dr. Phillip Kotler.
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