Philip Kotler

What if the way we think about markets is fundamentally changing? And what if the bigger question isn’t just how we sell—but what kind of economy and society we are building? On this episode of The Brian Crombie Hour, Brian sits down with Philip Kotler—widely regarded as the father of modern marketing—for a far-reaching conversation on marketing, artificial intelligence, and the future of capitalism. In Part 1, Kotler reflects on the evolution of marketing—from the classic 4Ps (product, price, place, promotion) to a broader, more human framework centered on People, Purpose, and Planet. As consumers grow more informed and skeptical, branding, pricing, and values are playing an increasingly central role in decision-making. In Part 2, the conversation turns to AI and its growing influence on consumer behavior. As people rely less on traditional advertising and more on AI-driven insights, marketers face a new reality—one that demands a balance between technological efficiency and human creativity. But this discussion goes far beyond business. In Part 3, Kotler explores the state of capitalism itself, raising critical questions about inequality, wealth concentration, and the limits of GDP as a measure of success. He introduces the idea of an “index of the common good” and points to Nordic models as examples of more balanced, humane economic systems. Finally, in Part 4, the focus shifts to democracy—its current challenges, declining civic engagement, and the growing disconnect between institutions and citizens. Because ultimately, economic systems and political systems are deeply intertwined—and both are under strain. This episode asks a bigger question: In a world shaped by AI, shifting markets, and rising inequality… can we build a system that is both innovative—and humane?

Today I'm joined by Philip Kotler, distinguished marketing author, consultant and professor, for an invaluable discussion on how to solve today's wicked problems.

It’s not every day you get to hear from a living legend. This episode features the Godfather of modern marketing, Professor Philip Kotler. Professor Kotler has written 80 books, spent 50 years unpacking how and why marketing works, and evangelized core concepts like the 4 Ps. In addition to a masterclass in classic segmentation, targeting and positioning, in this interview Professor Kotler discusses: Why your company should have a higher purpose The goal of his magnum opus, “Marketing Management” A personal primer to the 4 Ps Why companies should care about social problems What good brand evangelism looks like Two examples of great leadership The inside scoop on “H2H” marketing

When Philip Kotler signed up to our Sustainable Marketer Manifesto - we were absolutely thrilled to have his esteemed support. In his 90 years on the planet, Philip has written over 80 books - and there’s not a trained marketer that hasn’t touched at least one of his tomes. Therefore, it’s no surprise that in this episode he reflects on where marketing started - finding, winning, keeping and growing customers and the two key assumptions that were made - and how now, current day, and given the situation we find ourselves in as a collective, how those two key assumptions are now highly questionable. Philip is candid about the challenges we face and marketing’s role when it comes to really impacting behavioural change. He discusses a potential marketing divide, marketers that want to stop doing marketing as we’ve known it and become what he has termed as ‘de-marketers’ - and those that continue to focus on growth. Whilst the drive to sustainable business is going to require consumer action, business action and governmental action - marketing does have a significant role to play - social, cause related marketing persuade more companies to do social good and to care more about the planet. If this happens, in Philip’s view, we might then have a chance for real change, especially if technology is playing its inventive role. Whilst marketing as a profession can’t conquer the sustainability and climate challenge alone, there is still much that marketers can do. Philip advises how marketing needs to evolve, how marketing training needs to broaden marketing skills to include a wider understanding of the critical commercial aspects and better understanding of where technology fits. In Philip’s words… “It’s not enough to be in your marketing head - I want marketers to think about commercial aspects and technology. Broader training in marketing needs to happen” . Philip’s viewpoints are rich, wise and meaningful. Philip shares how we need to find people, businesses, industries and even countries that are exemplars driving meaningful sustainable change - celebrate those that are doing well and he questions whether those doing well can then collectively put pressure on those that are doing nothing. “As a marketing field - are we part of the problem and if we’re part of the problem, then we should be changing our objectives to become part of the solution. Our objectives should be de-consumption or more sensible consumption. To this end, marketing has to undergo an identity crisis - and really understand what it’s all about.” For more information about Philip Kotler visit https://www.pkotler.org/. Philip’s latest book,’ Marketing 5.0 Technology for Humanity’, talks about the role of technology in supporting sustainable business. Enjoy the podcast - and any comments, questions, ideas, suggestions… get in touch . Due to the COVID19 situation, our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

About this episode Customers care more than ever about the values of the companies they buy from. It is more than purpose. It is more than what you sell. They want to know what kind of company you are, what you care about, and whether your company exists to do more than drive profits. That is why I interviewed Dr. Philip Kotler , known as the father of modern marketing. Dr. Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University and co-author of Brand Activism: From Purpose to Action . In this conversation, Dr. Kotler explains what brand activism is, why trust in institutions has fallen, how customer expectations have changed, and why companies need to think carefully about purpose, reputation, and action. We also talk about what brand activism means for B2B companies, why it cannot be treated as a marketing campaign, and how leaders can use frameworks, scorecards, and customer research to make sure their actions are authentic rather than superficial. About Dr. Philip Kotler Dr. Philip Kotler is widely known as the father of modern marketing. He is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is the author and co-author of many influential marketing books, including Brand Activism: From Purpose to Action . Chapters 00:00 What is brand activism? 02:21 Why brand activism matters now 04:05 The evolution of branding 06:53 How customer expectations changed 09:01 Brand activism in B2B 14:24 Why this is not just marketing 16:59 What marketers can do 20:47 A framework for brand activism 24:49 Authenticity, empathy, and action 28:41 Where to learn more What is brand activism? Dr. Kotler: Brand activism is a movement toward making a brand do more than just tout the virtues of a product or a service, its usual function, and to identify some value or values that the company has and cares about. For example, The Body Shop, when it started under Anita Roddick, was not only selling skincare products. The company was also fighting for animal rights, civil rights, fair trade, and environmental protection. So, her brand was active. I do not mean that all other brands are passive, because they do a lot of work. But the implication is that companies carry reputations, and they want to carry a good reputation. More and more consumers would like to know what kind of company this is and what it cares about. Our society is saddled with many problems. Does the company care about any of these problems, or does it just think it is supposed to make money? An increasing number of companies would like an identity that goes beyond just making the product or service. That is what we are calling brand activism: the brand that connects with some cause or causes. A lack of trust in society Brian: That is a helpful distinction. You recently wrote a book on this topic. I would love to know the story behind why you wrote Brand Activism and why now. Dr

Customers care more about the values of the companies they buy than ever before. It’s more than your purpose. It’s more than what you sell. They want to know what kind of company you are and what do you care about. Does a company want to do more than drive profits? That’s why I interviewed Dr. Philip Kotler , who is known as the “father of modern marketing.” He is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University and co-author of Brand Activism: From Purpose to Action . In this interview, you will hear Dr. Kotler describe brand activism, the importance of focusing on a purpose as a company, and the problems encountered when companies do not use brand activism correctly. To start, what is brand activism? Dr. Kotler: Brand activism is a movement toward making a brand do more than just tout the virtues of a product or a service, its usual function, and to go and even identify some value or values that the company has and cares about. For example, The Body Shop, when it started under Anita Roddick, she made it her point that she’s not only selling skincare products as a retailer, but she really was also fighting for animal rights, civil rights, fair trade, environmental protection. So, her brand was active. I don’t mean that all other brands are passive because they do a lot of work, but the implication is that companies carry reputations, and they want to carry a good reputation. More and more consumers would like to know what kind of company this is, what does it care about. Our society is saddled with many problems, and does the company care about any of these problems, or does it just think it’s supposed to make money? An increasing number of companies would like an identity that goes beyond just making the product or service. And that is what we are calling brand activism, the brand that connects with some cause or causes. A Lack of Trust in Society Brian: That’s a helpful distinction. You recently wrote a book on this topic. I’d love to know the story behind why you wrote the book Brand Activism and why now? <img decoding="async" class="wp-image-22739 alignleft" src="https://spcdn.shortpixel.ai/spio/ret_img,q_orig,to_auto,s_webp:avif,p_h/www.markempa.com/wp-content/uploads/2021/05/pexels-andrea-piacquadio-3808801-scaled.jpg" alt="" width="159" height="239" srcset="https://spcdn.shortpixel.ai/spio/ret_img,q_orig,to_auto

Download for offline listening. His book "Marketing Management: Analysis, Planning and Control", first published in 1967, ranks amongst the most influential, and enduring, business textbooks of all time. Now in its 16th edition (retitled "Principles of Marketing"), it remains the most authoritative guide to the practice of marketing ever written. Other textbooks come and go with the passage of time. But Philip Kotler's tome has stood the test of time, in part because it continues to challenge marketing orthodoxy. Half a century ago marketing played a relatively minor role in influencing business strategy. But Kotler, a trained economist, understood that the growth rate of a company was dictated by much more than simply product and price: it depended on the medley of go-to-market strategies that drove demand (what is commonly referred to as the 4Ps of the marketing mix). Since then, each new edition of his ground-breaking work has reflected the current state of the profession, keeping it as relevant as ever, even to a generation of digital natives raised on social media. His latest (co-authored) book, Marketing 4.0, addresses even more directly the need to transform marketing practices, calling for a more humanistic model, where the goal is to move customers from awareness to advocacy by connecting more closely with their values and needs. "Marketing's job today is to sell materialism and consumption," he writes. "Tomorrow's marketing will be markedly different." Today Philip Kotler is the S.C. Johnson & Son Professor of International Marketing at the Kellogg School of Management at Northwestern University. His reputation as the "Father of Modern Marketing" was earned through his prolific writing, extensive speaking engagements around the world, and the many blue-chip companies he has advised over the years. The American Marketing Association calls him "the most influential marketer of all time". In this charming and insightful interview, Professor Kotler generously shares his perspective on the current state of marketing and the future role it will play in shaping a better world.

Philip Kotler is the S. C. Johnson Distinguished Professor of International Marketing at the Kellog School of Management. He is a trained economist and the author of 55 books, including his most recent book titled Confronting Capitalism. His latest book hopes to give real solutions to the troubled economic system. Philip talks to Jason today on capitalism and how he thinks it can be better. Key Takeaways: [3:20] Jason recommends reading Sapiens by Yuval Noah Harari. [5:00] On the fence about joining Venture Alliance? Come as a guest and check it out. [11:15] Jason introduces Philip. [12:50] Capitalism is a great system, but we should also try to improve it. [19:10] Tax payers are paying for what McDonald’s/Walmart is not paying. [23:30] Consumers want it cheap, but they also want jobs. Can we have both? [28:20] Public education is so bad that Philip is glad we have immigrants coming in with the skills we need. [34:44] There’s a group of people who want to be taxed more, but they don’t want that money going into another battleship. [40:00] Governments should be more localized, because then they’d be more responsive. [48:11] The reason why Philip decided to become an economist was because he wanted to understand how income is generated and distributed. Mentioned In This Episode: Sapiens: A Brief History of Humankind by Yuval Noah Harari VentureAllianceMastermind.com http://www.kotlermarketing.com/ Confronting Capitalism by Philip Kotler

This provocative conversation features best-selling author and Professor Philip Kotler. Professor Kotler’s new book, Confronting Capitalism, looks at the dark side of Capitalism in the U.S. and provides solutions to core areas, which would reverse our troubled economic system. Both Jason and Philip agree that the current government has been hijacked by the modern version of organized crime – better known as Wall Street – and that a smaller, localized government would make for a more efficient system. While Jason and Professor Kotler find difficulty agreeing on every issue, they both recognize the need to preserve the American middle class and the importance of closing tax loopholes. Key Takeaways: [2:46] Americans live under two systems: 1) Capitalism, 2) Democracy [3:28] The supply-side of Capitalism causes the wage/income gap [6:26] The rich should help reduce poverty [7:24] Does the Henry Ford wage increase really work? [9:05] Many low-income workers are on publicly funded programs [13:52] Factories have moved abroad along with the money [17:49] 3 investments the U.S. needs to make: 1) Infrastructure, 2) Public schools, 3) Debt [19:19] Closing tax loopholes – Capital Gains [22:59] Could entrepreneurs scale businesses in the same manner if taxes were doubled? [26:48] Big government and big business are inefficient [28:09] Cities are the engines of growth, not the states [31:22] Democracy is there to protect citizens both rich and poor [33:00] Unions – Good or bad? [34:32] The “Just” index Mentions: Hartman Media Kellogg School of Management Confronting Capitalism Citizens United Patriotic Millionaires Lou Dobbs Books pkotler@aol.com

Winston Churchill said of capitalism, &#8220;The inherent vice of capitalism is the unequal sharing of blessings; the inherent virtue of socialism is the equal sharing of miseries.&#8221; Our esteemed guest, Dr. Philip Kotler&#8211;the great economist from Northwestern&#8211;says that capitalism is still the best system, but that it has to &#8220;have a heart&#8221;. In his latest&#8230;