About the Authors
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About the Authors Philip Kotler is the S. C. Johnson & Son Dis- tinguished Professor of International Mar- keting at the Kellogg School of Manage- ment, Northwestern University, Evanston, Illinois. He received his Master’s Degree at the University of Chicago and his PhD De- gree at MIT, both in economics. He did post-doctoral work in mathematics at Har- vard University and in behavioral science at the University of Chicago. Professor Kotler is the author of: Marketing Management: Analysis, Planning, Implementation and Control, the most widely used mar- keting book in graduate business schools worldwide. He also pub- lished Principles of Marketing; Marketing Models; Strategic Market- ing for Nonprofit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Con- gregations; Marketing for Hospitality and Tourism; The Marketing of Nations; Kotler on Marketing, Building Global Biobrands, At- tracting Investors, Ten Deadly Marketing Sins, Marketing Moves, Corporate Social Responsibility, Lateral Marketing, and Marketing Insights from A to Z. He has published over one hundred articles in leading journals, several of which have received best-article awards. Professor Kotler was the first recipient of the American Marketing Association’s (AMA) “Distinguished Marketing Educator Award” (1985). The European Association of Marketing Consultants and Sales Trainers awarded Kotler their prize for “Marketing Excellence”. 342 About the Authors He was chosen as the “Leader in Marketing Thought” by the Aca- demic Members of the AMA in a 1975 survey. He also received the 1978 “Paul Converse Award” of the AMA, honoring his original contribution to marketing. In 1989, he received the Annual Charles Coolidge Parlin Marketing Research Award. In 1995, the Sales and Marketing Executives International (SMEI) named him “Marketer of the Year”. Professor Kotler has consulted for such companies as IBM, General Electric, AT&T, Honeywell, Bank of America, Merck and others in the areas of marketing strategy and planning, marketing organiza- tion and international marketing. He has been Chairman of the College of Marketing of the Institute of Management Sciences, a Director of the American Marketing As- sociation, a Trustee of the Marketing Science Institute, a Director of the MAC Group, a former member of the Yankelovich Advisory Board, and a member of the Copernicus Advisory Board. He has been a Trustee of the Board of Governors of the School of the Art Institute of Chicago and a Member of the Advisory Board of the Drucker Foundation. He has received honorary doctoral degrees from the Stockholm University, University of Zurich, Athens Uni- versity of Economics and Business, DePaul University, the Cracow School of Business and Economics, Groupe H. E. C. in Paris, the Uni- versity of Economics and Business Administration in Vienna, Bu- dapest University of Economic Science and Public Administration, and the Catholic University of Santo Domingo. He has traveled extensively throughout Europe, Asia and South America, advising and lecturing many companies about how to ap- ply sound economic and marketing science principles to increase their competitiveness. He has also advised governments on how to develop stronger public agencies to further the development of the nation’s economic well being. In 2008, the Wall Street Journal listed him as the 6th most influential person on business thinking, and in 2009 Forbes named him num- ber 9 of “The 10 Most Influential Business Gurus”, up from num- ber 11 in 2007. About the Authors 343 Waldemar Pfoertsch holds the position of Professor for International Business at the Pforzheim University, and he is Associate Professor of Marketing at CEIBS, China Europe International Business School, Shanghai. He was Visiting Professor at the Executive MBA Program of the Liautaud Graduate School of Business, University of Illinois at Chicago and the Illinois Institute of Technology (IIT Chicago), In addition, he was an on-line tutor for MBA Program In- ternational Management University Maryland College Park and at the Steinbeis University in Berlin. He received two Master Degrees (economics & business administra- tion) and his Doctorial Degree in social science at the Free Univer- sity Berlin. He did his post-doctoral work in industrial planning at the Technical University Berlin. His latest publications cover the areas of B2B marketing, brand management, Ingredient Branding and globalization of Chinese brands. He published various books about Internet marketing: Liv- ing Web and Internet Strategies. He also published several articles in Chinese, German and English language on international man- agement issues. Professor Pfoertsch has consulted for such companies as Daimler, HP, IBM, and many medium-sized corporations in Europe, Asia and North America in the areas of international marketing and brand management. He is on the advisory board of various compa- nies and non-profit organizations. His other teaching positions have been at the University of Coop- erative Education Villingen-Schwenningen, Visiting Associate Pro- fessor at Kellogg Graduate School of Management, Northwestern University and Lecturer for Strategic Management at Lake Forest Graduate School of Management. 344 About the Authors Prior to his teaching appointments, he was a management consult- ant for international consulting companies. In this position, he trav- eled extensively throughout Europe, Asia and North America working with companies in developing international strategies. His earlier positions include being an economic advisor to the United Nations Industrial Development Organization (UNIDO) where he supported the ministry for trade and industry in Sierra Leone (West Africa) on how to develop internationally competitive industries. He also worked for many years in the automation industry, serving automotive companies. Bibliography Aaker, D. A. “Value of brand equity.” Journal of Business Strategy 13 (1992): 27–33. Aaker, D. A. Management des Markenwerts. Frankfurt a. Main, 1992. Aaker, D. A. “The power of the branded differentiator.” MIT Sloan Man- agement Review 45 (2003): 83–87. Aaker, D. A. Brand portfolio strategy. New York, 2004. Aaker, D. A. Managing brand equity: Capitalizing on the value of a brand name. New York, 1991. Aaker, D. A., and Joachimsthaler, E. Brand leadership. New York, 2002. 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