In a tough marketing environment, the customer is king. Where competitive strategies are formulated across today’s market players, traditional marketing no longer works but must rather be as dynamic and able to cope within the ever-changing market trends and demands. Companies spend millions on research, hire topnotch brand managers just to make sure their core competencies are guarded and that their business is heading the right direction. Over the years, we see a great deal of cut-backs on budget spending even among multinational companies and especially true in the Philippine markets. Truly, nobody wants to risk a huge buck on the wrong move. Otherwise, the tendency is to allocate a figure in a pattern mode that persists year after year. Yet how could it be stabilized when the market is dynamic?

The need for a timely and responsive strategy has been precisely why marketing experts resort to Philip Kotler, often referred to as father of modern marketing.

Award winning author, lecturer and global consultant, Professor Kotler ranks to the world’s best known marketing authorities due to his pioneering in theory and application of connection between e-business and company marketing models and its value for customers. He has written over a hundred articles for numerous remarkable publications including the Harvard Business Review. He is also a distinguished Professor at the S.C. Johnson and Son International Marketing at the J. L. Kellogg Graduate School of Management at Northwestern University.

Traveling extensively throughout Europe, Asia and South America, Professor Kotler has advised such companies as IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, SAS Airlains, Michelin, Motorola and Ford among others in the areas of marketing strategy and planning, marketing organization and international marketing and on how to apply sound economic and marketing science principles in enhancing their competitiveness. Governments have also sought his advise on how to develop and position skill sets and resources of their companies for global competition.

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