“The Executive Guide to Marketing Effectiveness” – Philip Kotler

May 14, 2016 Christian Sarkar

NOTE: We asked Professor Kotler about how executives should evaluate marketing effectiveness. We discovered this assessment, developed by Professor Philip Kotler in the late 1970s.  Astonishingly, the assessment works today, despite the onset of Big Data, social media, and digital marketing.  The marketing mindset is not easy to introduce into an organization. It tends to […]

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