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INSIGHT and Publication

Philip Kotler's article column

2024-02-01

Prof. Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. He is hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing."

Tiger Cao：The AI² Model for B2B Brand Building

2024-04-24

The content of this article is extracted from the speech of Dr. Tiger Cao, a Global Partner of Kotler Consulting Group and CEO for China and Singapore, during the "Winter is Gone, Spring is Coming: 2023 Annual Review and Planning Online Summit for B2B Marketers” conference.

Tiger Cao：Shaping the B2B Brand, the Key to Success.

2024-04-25

Tiger Cao emphasized that branding empowers buyers to make informed decisions and serves as the driving force behind sales empowerment. It transcends basic product indicators, functions, and performance, instilling value in trust and fostering a culture of continuous innovation.

The Core Value: ‘Profitably’ Meeting Customer Needs

2024-04-25

The mission of a company is to create customers! In today’s fast-evolving technological landscape, we need to prioritize ‘human-centered’ marketing even more. Let’s not overlook that the starting point of remarkable brands stems from the heartfelt, human touches that resonate with people’s desires and aspirations for a better life.

• Wang Sai：Scarcity and High-Premium Branding Strategy
• Kotler X Little Red Book | [The Third Paradigm of Marketing] Official Release of Little Red Book Seeding Methodology
• Philip kotler：The Future of Brand America: Lessons from the Super Bowl and Beyond
• Philip kotler：“The Social Purpose of Business: Brand Activism as a CEO Imperative”
• Philip kotler：“Brandshaming: The Kids vs. The NRA”
• Philip kotler：“Risking the Brand: When Companies Value Profits Before People”
• Philip kotler：“Don’t Be Evil: When Employees Stand Up to Save the Brand”
• Philip kotler：“The Regressive Brand: The Dark Side of Brand Activism”
• Philip kotler：“Stand for Something: Brand Activism at Nike”
• Philip kotler：Optimizing Marketing: The Ideas-To-Demand Chain
• Philip kotler：Branding: From Purpose to Beneficence
• Philip kotler：The Executive Guide to Marketing Effectiveness
• Philip kotler：The Relationship between Marketing and Capitalism
• Philip kotler：Will the 4th Industrial Revolution Kill Store-Based Retailing?
• Philip kotler：Marketing 4.0: When Online Meets Offline, Style Meets Substance, and Machine-to-Machine Meets Human-to-Human
• Philip kotler：Criticisms and Contributions of Marketing
• Philip kotler：Welcome to the Age of Demarketing
• Philip kotler：“Finally, Brand Activism!”

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