Philip Kotler is one of the world’s leading authorities on marketing. He is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his master’s degree at the University of Chicago and his Ph.D. at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.
Chapter 1: Broadening the Concept of Marketing Still Further
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Broadening the Concept of Marketing Still Further proposes that since the 1980s, the market has reached a new, grand stage of evolution: the megamarketing stage. This broadening of the market has included covering non-profit organizations and using political scientists as part of market research. The benefits of this movement are monumental to schools, hospitals, churches and museums.