Marketing includes market arrangement, market survey and customer relationship management. Kotler once wrote that marketing is the key to "creating value and improving the living standard of the whole world", which can "meet people's needs while making profits." He has been trying to promote the discussion about the marketing of products and services. The release of 1987 high visibility (1998) is centered on the positioning, concept and popularity of marketing. Some of his works are aimed at special audiences, including non-profit organizations, religions and even museums. He is convinced that the most fulfilling marketing work in the world should be "to bring more health and education to people and fundamentally improve their quality of life."
Since the publication of Marketing Management, great changes have taken place in the business world, and the essence of 4p has also changed several times. Kotler believes that although they are still important basic materials in marketing, each item has developed its own subset of tools. Now there are not only market portfolio, but also price combinations and positioning combinations. The market and media are becoming more and more complex and profound, and the power of brands is increasing day by day. Manufacturers and suppliers are constantly inventing new methods to improve the popularity of products. Today's marketing is a global activity, and the world of marketing is full of vitality.
Kotler has devoted himself to studying the influence of Internet on marketing concepts, which is elaborated in his book Marketing Action: A New Method of Profit, Growth and Renewal, 2002. He defined omni-directional marketing as "... the company integrates the arrangement of entrepreneurial resources, supply chain management, customer relationship management and other information energy in exchange for greater success in the market." This requires the use of the Internet, intranet and extranet to form a cooperative network to achieve development, which will be all-round, because marketing is no longer regarded as a unit of various departments, and it must also become "the designer of supply and marketing chain and cooperative network in enterprises."
Marketing must become the center of business activities, and its focus must be on customers: "In a world where products are flooding and customers are in short supply, customer-centric is the key to success." He investigated companies such as Amazon. Because Amazon has no huge fixed assets, it seems to have a great competitive advantage, but it must work hard on marketing, establish a brand image and maintain customer loyalty.
The Financial Times, an authoritative British media, commented that kotler's contribution to marketing and management is mainly reflected in three aspects: first, he has done more than any scholar or business author in advocating the importance of marketing, thus upgrading marketing from a marginal enterprise activity to an important work in the production and operation process.
Secondly, he followed a trend put forward by peter drucker, the father of modern management, and shifted the focus of enterprises' attention from price and distribution to meeting customers' needs.
Third, he broadened the concept of marketing, from the past limited to sales work to a more comprehensive communication and exchange process. In fact, the problem is not at the supply level, but at the demand level. Too many products pursue the favor of too few customers. At the same time, globalization, informationization and networking have also brought about great market changes, which have had a revolutionary impact on the living environment of enterprises, all of which require enterprises to transform. Only by getting rid of the limitations of traditional marketing and building enterprise strategy with marketing can we define the market capacity and enterprise's own positioning more clearly and succeed in this change.