Philip Kotler´s ten points in marketing: the continuous process

The environment in which marketing proposals takes place, is continuously changing, and proposals such as the Philip Kotler one has become one of the most recognized in the marketing world. This “acknowledged as the father of modern marketing“ (Bose, 2010) afirmed statements such as the followings (Kotler, 2010), that turned to be at first polemic among the marketing world. That is why every moment is becoming more interesting and necessary a theoretical analysis of the main proposals by the moment, and that is exactly what it is going to be found in the next paragraphs

Our job is to wake up the customers. If we become predictable, that’s not waking them up…The best advertising is done by satisfied customers…Today you have to run faster to stay in place. (Kotler, 2010)

All these quotes supposed an initial controversy and promoted the “modern marketing” that is used as a basis for this work. Kotler worked also as an enterprise consultant of businesses such as General Electric, General Motors, IBM, At&T, Honeywell or the Bank of America and Merck. This post reclaims a relational perspective through a background, comparison between diverse concepts, ideas and fragments from the conference of the mentioned writer in the Mundial Forum of Marketing and Sales in Barcelona in October 2004. (Peñarroya and Kotler, 2005)

First of all, this post is going to present a clear idea of how the term “marketing” is understood nowadays and the current strategies that are used according to different authors. In a second part of the development, some proposals of change are going to be exposed ending in the ten concise but clear main Philip Kotler´s principles. As a final conclusion, several contrasted ideas regarding to the evolution of this strategies are proposed by different authors from various perspectives and underlining the importance of persuasion in marketing.

Diverse definitions of the concept of “marketing” have been claimed and are nowadays also claimed. Most of them appeal to concepts such as “process”, “needs” and “communication”, suggesting a bond forged between the process of marketing and the aim of communicating and satisfying possible needs. (Cohen, 2011; Wymer, 2010 p.97-98) Philip Cohen definition is currently used from more than one discipline and has been recognized worldwide as one of the post useful and popular ones (Peñarroya, 2005):

The science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.  Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services. (Kotler Marketing Group, 2001)

According to Gauri Sharma (2013), four main marketing strategies are the currently basis of marketing. In order to establish these four, Sharma takes into account her experience as a guest in the Business Marketing Association in 2013 and recovers all points commonly emerged from a discussion among  “Mike McGee, Co-founder of The Started League, Jack Philbin, CEO of  Vibes Media, and Amish Tolia, Founder & Co-CEO of Apparel Media Group.” moderated by the president and CEO of the Chicagoland Entrepreneurial Center, Kevin Willer. (Sharma, 2013)

These four start with several questions in regard to a previous evaluation as a successful strategy as:

  1. Does the initiative help establish credibility for your brand?
  2. Will you be reaching influencers and decision makers?
  3. How you will measure success?

The second point of this package is to propose an “aggressive timeline” where objectives have a concise date to be reached. Being carefully of everything and open to improve any department or section is necessary, so as not to fall into the dangerous statement of “don’t fix what’s not broken.” (Sharma, 2013). Good is never enough, as all can be improved. The last but not least strategy proposed by Sharma consists on being patient, especially when it comes to a new initiative. If it is working then slow down and be patient and observant, since calmness and perseverance are the first strategy that must be learned.

A new reality it needed to be faced when television adds´impact is continuously decreasing in the people who what it. It seems as if consumers were getting accustomed to advertisement in the television, and it does not catched their attention. Moreover, traditional marketing such as marketing through television, coined as “telemarketing”.

Indeed in one of the studies made by Kotler (Peñarroya, 2005), the 60% of the people stated that they hate adds and marketing consequently. A 70% of questioned people claimed that they change the channel or turn off the television when advertisement time. Furthermore, this survey shows how a 60% of people want advertisement to be cut down, whereas a 14% want it to be prohibited. Also a 41% of people is offered to pay in order to omit advertisement, and a 70% would pay for a product that takes advertisement out of their lives.

There are a few point that should be considered according to B.D. (2015) in order to make a change in marketing strategies, as the environment shown in Kotler´s survey edited by Peñarroya (2005) is clear about the change in of people´s attitude towards advertisement. Besides, Philip Kotler (2005; 2010) clarifications are intercalated between the points so as to make them clear, contrasted and supported by comparison.

  1. Clients are important, and they have power, so all enterprises should take it into account, since, as Philip Kotler states (2005), some institutions tend to forget about the aim of “satisfaction of the customer” that they should acquire as a primordial principle.
  2. On the other hand, workers should also be taken into account. Thus, enterprises should pay attention to their workers´ needs and initiatives as much as to their satisfaction and comfortable.
  3. Stockholders are the ones taking risks with their capital, so the institution should make tools and needs for them in order to satisfy the owners of the capital
  4. Society should be in every enterprise agenda, as the institution should help in order to promote social welfare and avoid vulnerations such as prostitutions or drug exchanges, that can profit companies.

Society should be in every enterprise agenda, as the institution should help in order to promote social welfare and avoid vulnerations such as prostitutions or drug exchanges, that can profit companies

The 10 principles that Philp Kotler propuses are in accordance with the reality that information is everywhere and most can be reached by everyone. Thus, marketing should be based on “connecting and cooperating”, not on selling a product using a monologue and establishing the marketing as a director and controller of the costumer. Marketing should be based on a strategy that offers a long-term relationship that consequently provides confidence and loyalty.

Principle number 1: Recognising the power, now the costumer has it.

  • That´s why the first of the Philip Kotler principles is about recognizing the costumer´s power and the advantageous position in which this collective is.

Principle number 2: Developing the supply pointing directly to the objective public of the product/service.

  • This principle is synthesised by one quote of Tony O’Reilly, exCESO of the Heinz Co., paraphrased by the writer Kotler (2005)when claiming to search a niche and then ensure that there is market for the niche, and it is a great market niche.

Principle number 3: Designing marketing strategies from the client´s view

  • Kotler assures in this principle that the first and last action to do regards to the costumer and the fluent communication process.

Principle number 4: Focusing on how to distribute and communicate, not in the product iself.

  • The writes underlines the importance of a constant questioning process and the significance of the distributing network for an enterprise.

Principle number 5: Changing the role; going for the client to improve together.

  • Kotler prupouses a “collaborative marketing” that defines a cooperation between the costumer and the entity in order to adjust the supply and the demand to the objectives not only wanted by needed and agreed.

Principle number 6: Using new forms of getting to the client with our messages.

  • The importance of the communicating process is always highlighted by Kotler, since the main focuses that need attention are: the value of what is wanted to transmit and communicate, the utility of the information for the user, the importance of the entertainment in the product, taking into account the society of entertainment in which all we live.

Kotler points out that provided taken into account and also practice the first six principles, the last three are just “coming along the way”, but anyway, could be concreted.

Principle number 7: Developing metrics and analyzing the ROI (Returning Inversion)

  • In order to make this principle work, Kotler reports that the following three measures should be planned: inform about the product, be informed about the market and divide the clients scope

Principle number 8 and 9: Continuous investigation and technology; active actor.

  • This two points refer to the importance of investigation in technology and the consequence of continuous development and evolution in technology issues but also in other investigation fields.

Principle 10: Look at marketing as a whole structure in life.

  • From a more subjective and abstract perspective, Kotler suggests an understanding of marketing as whole, as a multidisciplinary effect of the marketing.

The tenth point of Philip Kotler´s propouse, could also be used as a conclusión, regarding to the importance of the perspective that should be taken in a different era of marketing strategies and the flexible and contiuous process of changing in which marketing works and takes place.


B.V.,Elsevier . (2015). Science Direct. Retrieved from

Bose, D. (2014). Modern Marketing: Principles and Practice. Nueva Delhi: PHI Learning.

Cohen, H. (29 de March  2011). Heidi Cohen actionable marketing guide. Retrieved from

Kotler Marketing Group. (2001). Kotler Marketing Group. Retrieved from

Kotler, P., & Peñarroya, M. (2005). Philip Kotler: los 10 principios del Nuevo Marketing. Forum Mundial de Marketing y Ventas. Barcelona:

Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From Products to Customers to the Human Spirit. New Jersey: John Wiley & Sons.

Peñarroya, M. (27 de May  2005). Retrieved from

Sharma, G. (12 de February  2013). Forbes Entreprenuers. Retrieved from


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