Contributed by Philip Kotler
- Performance Branding in B2B
Philip Kotler ("the father of modern marketing") and co-author Waldemar Pfoertsch argue that "performance branding" is reshaping B2B marketing by ...
About the Contributor
Philip Kotler
Philip Kotler is S. C. Johnson Distinguished Professor of International Marketing (Emeritus) at the Kellogg School of Management, Northwestern University, where he has taught for six decades. Often called "The Father of Modern Marketing," he is author of 100 books and 150+ articles. His book Marketing Management is the most widely used textbook in marketing around the world.
LinkedIn: Philip Kotler
