Marketing according to Kotler

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Philip Kotler is considered the father of modern marketing. With a career spanning over 30 years, he is one of the most influential people in the world of management. His book "Marketing Management" is considered the founder of the discipline. Professor at the Kellogg School of Management and consultant for companies such as GE, IMB, AT&T and Merck, Philip has received countless awards for his contributions to marketing and management.

As every week, I spent several hours looking at videos and books that inspired me to write this article based on his presentations and writings. One of the questions that Kotler frequently addresses is: What is marketing and where is it headed?

The marketing department of a large company in the US all mobile number list or a first world country has approximately 300 people today, but until 1910 the word marketing did not exist. In those years at the beginning of the 20th century the word marketing meant "to take care of the markets" and it arose from a group of university economists who realized that they had a very simplified view of the consumer. And not only a simplified view but in most cases an erroneous view, as their postulates expressed.

The consumer will always increase his profits
Economists didn't know much about distribution channels.
They claimed that the price was set by supply and demand.
They did not mention or analyze the impact of advertising
They did not analyze the sales teams.
In the late 1960s, marketing became an analytical system to help market products and services. It also became more action-oriented than a description of what was happening in the markets. This is when theorists of the subject began to ask: What is marketing and what are sales?

And this question arose naturally because in the beginning, marketing helped salespeople to sell more and better, since salespeople focused on their daily tasks, did not have time to:

Research the market
Writing communication material (brochures, advertisements, etc.) This was the beginning and the appearance of Brands as we know them today, and also the appearance of Brand Managers. Under these circumstances, marketing departments began to grow at the same pace as the explosion of brands and also began to separate from the sales department.