Every year, a large majority of product launches fail. There’s debate about exactly what percentage—some say it is 75%, others claim it’s closer to 95%. Regardless of which number is right, there is ...
Most companies we encounter don't market their product correctly. It's been 42 years since Theodore Levitt first introduced the term Marketing Myopia, and our marketing eyesight has not gotten much ...
Philip Kotler (born 1931 in Chicago, Illinois) is currently the SC Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is the ...
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