search query: @author Kotler, P. / total: 23
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| Author: | Kotler, P. |
| Title: | Kotler on ... |
| Journal: | Management Decision
1991 : VOL. 29:2, p. 44-47 |
| Index terms: | BUSINESS SCHOOLS SOCIAL MARKETING STRATEGIC PLANNING |
| Language: | eng |
| Abstract: | Extracts from an address presented by Professor Philip Kotler, of North Western University, to graduates at the International Management Centre's 1990 Congregation in Westminster, UK are mentioned. Three types of business schools involved in business and management are distinguished: the management school is to create and train managers, the entrepreneurial school is to train entrepreneurs, the school for leadership. A lot of positioning opportunities available for a management school are mentioned. The four Ps - the product, price, place and promotion - of strategic marketing are characterized. The strategic marketing process is described and analyzed. Two more Ps are added. The role of social marketing is explained. |
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