Acknowledgement
I joked with Philip Kotler that, though our talents are limited, we are, however, trying to imitate his ambition and efforts when he built the framework of “Modern Marketing Management” half a century ago. The successful construction of our strategic paradigm of digital marketing is attributed to the practices and verifications of different layers we have obtained through dealing with many leading enterprises in the past 5 years. Consulting covers theories and practices. Consulting projects and workshops to address clients’ problems have won us research opportunities “guided by problems of entrepreneurs” through in-depth interactions with clients, based on which we review, examine and polish our paradigm of digital marketing methodology on a theoretical level.
Many world-class marketing masters and top counselors have contributed to this book. For example, we have been inspired and enlightened by the in-depth communications with Philip Kotler, David Aaker, Kevin Keller and others. Of course, in this process, outstanding colleagues from KMG have given enormous efforts and support for this book. Hereby, I would like to give special thanks to the brilliant and talented consultants including Deng Linfeng, Yuan Chuanliu, Lu Yuehao and Li Fudong. My heartfelt thanks also go to our teachers and friends, including Prof. Zhu Wuxiang from Tsinghua University, Prof. Ren Jianbiao from Shanghai Jiaotong University, Barnard Fernandez from Paris University and Bao Tan from the Cheung Kong Graduate School of Business. Lastly, I would like to show my gratitude to Yuan Lu, Head of the Department of Economy and Management books, China Machine Press, who has imbued this book with wisdom, effort and friendship.
Dr. Sam Wang Partner at KMG General Manager of Kotler Digital [email protected]
About the Authors
Milton Kotler has over fifty years of professional experience in marketing strategy. He is the President of Kotler Marketing Group (KMG), headquartered in Washington DC, with offices in Shenzhen and Beijing, China. KMG conducts projects in marketing strategy and business development. Mr. Kotler has led strategic projects for Ford Motors, SBC, JP Morgan, IBM and other Fortune 500 companies.
KMG’s Chinese clients include Alibaba, Tencent, Byte Dacne, Baidu, TCL, Skyworth Multimedia, China Merchant Group, AVIC International, China Resources Beer (CRC), Ping An Insurance, Kingdee Software, Shanghai General Motors (SGM), Xi’an Aviation Park, Luneng Energy and Star Bei Properties.
Mr. Kotler has been active in China for twenty years, assisting both Chinese and multinational companies in improving their marketing strategies and strategic investments in the Chinese domestic and global market. He is an economic advisor to the Mayors of Xian, Dalian Zhengzhou and Harbin.
He has delivered public seminars in over 30 Chinese cities and is author of A Clear-Sighted View of Chinese Business Strategy, published by Renmin University Press, Beijing, and two earlier books in the U.S. on urban policy. He is a frequent contributor to Chinese business newspapers and magazines, including 21st Century Business Review, China Economic Review, New Marketing, Successful Marketing, and other publications.
Mr. Kotler lives in Washington, DC with his wife Greta Kotler. He also has a residence in Beijing. Milton Kotler is active in Sino-U.S. cultural exchanges and is a graduate of the University of Chicago in Political Science. He is a co-founder of Sino-US Business Council and member of the University Club of Washington DC.
Tiger Cao is a co-founder of KMG China. He also serves as independent director of Great Wall property service group, board member of China Communication and Transportation Technology Venture company, and board member of Shenzhen-Massachusetts Cambridge Incubator. Mr. Cao has obtained a Bachelor’s degree in biochemistry, an MBA degree and a PhD in consumer behavior. Prior to KMG, he worked as a senior manager of Henkel group and as a consultant of an international strategic consulting firm.
Mr. Cao has more than 22 years of managing and consulting experience in strategic marketing, brand strategy, business-to-business (B2B) marketing, digital marketing transformation, channel management, marketing and sales organization design and optimization in 11 different industries. His recent clients include Baidu, Alibaba, TCL Group, Skyworth Group, Baosteel Group, AVIC International, Futian Automobile, Yutong Bus, Sany Group, Bank of China, P&W, Shanghai General Motors, Sino Chem Group, Shield Group, China Merchants Group, China Textile Group, Ping An Property & Casualty, China Resources Snow Beer (China) Co., Ltd. Guangzhou Pharmacy Group, Taiji Pharmacy Group, Pfizer China, Yangtzekiang Pharmacy Group, and Yilin Pharmacy Group.
Sam Wang is a well-known digital growth strategy consultant who has served a large number of China’s top companies. He is the Managing Partner of KMG (Kolter Marketing Group), China. Dr. Wang works as the consultant of the strategy and investment committee of Haier Group, marketing strategy consultant of PICC Group and strategy consultant of Genzon Group. He is also a part-time professor at top business schools such as Peking University, Tsinghua University, China Europe International Business School, Sun Yat-sen University, and EU Business School. He is also devoted to the business model research center in Tsinghua University as an expert.
Dr. Wang provides in-depth digital marketing growth strategy consulting for Global 500 companies including but not limited to P&G, Huawei, Baidu, Hanergy, Haier, AVIC International, Poly, Baosteel, Yonyou Group, and China Merchants Group. As a best-selling author, he has written The Chief Officer of Growth: From the CMO to CGO and Marketing Strategy in the Digital Era with Marketing Revolution 4.0: From Traditional to Digital translated. He is also a contributing writer for CEIBS Business Review, Tsinghua Business Review and China Management Magazine. He earned his doctorate at Université Paris-Dauphine and previously studied at Harvard Business School and HEC Business School.
Collen Qiao is a partner at KMG China and Head of Corporate Marketing and Branding strategy. He graduated with an MSc degree from the University of Wageningen in Netherland and completed a leadership course of professional service firms in Harvard Business School. Mr. Qiao actively engages in integrating marketing and branding as a strategy in practicality. During his 13 years of service at KMG, he has provided consulting services in market strategy, business models, and brand strategy for many leading Chinese firms, and has been invited to serve as an independent management consultant for a number of enterprises. He is also a contributor to several renowned business magazines in China.
About the Translator
The book was translated by Yuheng Zhang, who graduated from the University of Westminster, majoring in translation and interpreting. Currently, she is working at the Xi’an International Studies University.
Foreword
Rebuilding Marketing Strategies in the Digital Age
The four authors of this book are all my students, friends, consulting partners and sources of inspiration. It is a real pleasure to see their new work.
As a cross-disciplinary branch of management and economics, marketing has been increasingly tied to psychology, computer science, data science and sociology in the last decade, which corresponds to my point that “marketing is both a science and an art”.