The Internet has added new terms to the marketing dictionary: SEO (search engine optimization), CTR (click-through rate), conversion rate, hits, advertising banners, e-newsletters, etc. These are only ...

Philip Kotler is a professor of international marketing at the Kellogg School of Management, Northwestern University, in Evanston, Illinois. He is widely recognized as the dean of America’s marketing ...

When was the last time you read a marketing textbook? It might not seem like a high priority, given the daily demands of life, work and a raging global pandemic. It is a worthwhile exercise, though. I ...

Philip Kotler is Professor Emeritus of Marketing at the Kellogg School of Management, where he held the S.C. Johnson & Son Professorship of International Marketing. Kellogg was voted the "Best ...