CRONICA

His name is Philip Kotler, he was born on May 27, 1931 in the city of Chicago,
United States; son of the couple of Russian immigrants Maurice and Betty Kotler.
He obtains his master's degree in economics from the University of Chicago in
1953 and in 1956, he received his Ph.D. from the Massachusetts Institute of
Technology, or MIT. He also did a specialization in mathematics at Harvard
University and studied behavioral sciences, also at the University of Chicago.
He began his work as a professor at the Kellogg School of Management at North
Western University in 1962 and a few years later, in 1988, he became a tenured
professor, teaching International Marketing from that moment on. He is the founder
of the American consultancy Kotler Marketing Group (KMG), which advises and
accompanies numerous companies in the areas of marketing planning and
organization.
It was Kotler who brought light to the field of marketing in the sixties. His work and
research led to the inclusion of universities as an area of study, expanding at the
same time the way in which marketing was understood at that time. In 1967, his
first great contribution appeared, the book that would be considered the bible of
marketing, his "Marketing Management: Analysis, Planning and Control". He later
delved into this with "marketing principles" from 1980 and in 1989, he published
"social marketing: strategies to change public behavior", a work in which he
introduces the revolutionary concept of digital marketing.
Other outstanding works are: "Marketing Management and Strategy: A Reader"
(1984); "Marketing: an introduction" (1996); "The marketing of nations: a strategic
approach to the creation of national wealth" (1997); "Marketing Management: An
Asian Perspective" (1998); and "Kotler on Marketing: how to Create, Win and
Dominate Markets" (1999).
Among his numerous contributions to marketing, the following stand out: the 4 “Ps”
of marketing (product, price, point of sale and promotion), the idea of social
marketing, for the benefit of the community and the concepts of desmarketing
(decrease in demand), megamarketing, synchromarketing and turbomarketing.
Likewise, he was the one who pointed out the importance of positioning and
segmentation, in his last years he has opted for the most advanced marketing
(marketing 3.0), which seeks to improve society.