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Philip Kotler's Message

Philip KotlerGreetings to the Attendees of the 6th Annual Great Lakes - NASMEI Marketing Conference:


Marketing is undergoing another transformation. Marketing was dominated in the 1950s-1960s by product-centered thinking. In the 1970s-1980s, the paradigm shifted to customer management thinking. Then in the 1990s-2000, brand management thinking prevailed. Now we are moving into values-management thinking where we consider the purpose and ethics of companies. Is this or that company showing any caring about the larger problems burdening society, such as poverty and pollution and climate warming,


Today people are talking more freely and critically to their social media friends about companies and brands. People are ready to praise a company or impugn a company about whether the company delivers the promised value and practices good values. We might reach the day when no company can last that is not producing good value and practicing good values. And when all companies are good companies, companies will have to move to the next stage of finding new anchors on which to pin their identity.


I wish you a most enjoyable experience at the Conference.


Best wishes,
Dr.Philip Kotler
Kellogg School of Management
Northwestern University