Over the next three weeks, I’ll be taking us back to school with a master podcast class in marketing. To do so, I spoke with some of the greatest academic minds in the discipline.
We start with Philip Kotler. Considered by many as “the marketing guru” and “the most influential marketer of all time,” Kotler talked to me about just a few of the many books he has written on marketing, from “Marketing Management” (now in its 15th edition) to his most recent effort, “Confronting Capitalism.”
In speaking about “Confronting Capitalism,” Kotler touched on the danger he foresees in the growing inequality of income that forces many to live paycheck to paycheck and rely on going into debt to purchase the things they need to survive: “There is such high indebtedness of the working class, and that is going to be fatal to the economy,” he said.
Highlights from this week’s “Marketing Today” podcast include:
- Why Kotler chose marketing as his profession. (2:26)
- From a foundational idea to the social impact of marketing to branding: Kotler looks back on the past 50 years. (5:12)
- Kotler discusses “Marketing 4.0”—“I wanted a thinner book.” (9:14)
- What’s in a name? No matter what you call it, the role of the CMO is critical to growth. (13:27)
- Why “opportunity identification is everyone’s job.” (16:59)
- The thinking behind “Confronting Capitalism.” (20:18)
- Seeking fresh answers to big problems. (27:33)
- Anticipating disruption: Why big companies should be the attacker of themselves. (30:50)