For the 141st episode of The Marketing Book Podcast, I interviewed Philip Kotler, “The Father of Modern Marketing,” about his autobiography, My Adventures in Marketing.
For over 50 years, Philip Kotler has taught at the Kellogg School of Management, Northwestern University, Evanston, Illinois. Kotler’s book “Marketing Management” is the most widely used textbook in marketing around the world.
The author of nearly 60 books, his book and career traces the development of modern marketing, but more importantly outlines where marketing is headed, how to market your way to growth, the problems with modern CMOs, and why many companies still fail at marketing.
Any manager or student who studies only the old marketing will be no match against digital marketers. I expect the average age of professional marketers to get lower as companies recruit young digital natives.
Marketing is changing in another way. The old marketers thought that consumers knew what they liked and even why they liked it. Consumers would make conscious decisions and share their opinions and likes in surveys and focus groups. We are now recognizing the power of unconscious factors shaping their purchase decisions.
Consumers are influenced by deeper frames of mind and metaphors that they are less conscious of. Marketers are using new methods to search out unconscious forces and frames of reference and turning these findings into storytelling and narratives to click in at deeper levels of consumer motivation.
A bit more about the book…