Philip Kotler  is  the  S.C.  Johnson  &  Son  Distinguished Professor  of International Marketing  at  the  Kellogg School  of Management  Northwestern  University.  He received  his  Master's  degree  at  the  University  of Chicago  and  Ph.D.  at  M.I.T., both  in  economics.  Prof. Kotler who is the inventor of "4 Ps " of Marketing (which now he has transformed to " 7 Ps") as well as the inventor of "Social  Marketing  "  is  involved in  research  & development  of marketing  for  over last 43  years. Dr. Kotler is the author of Marketing Management (Prentice Hall), now in its thirteenth edition and the most widely used marketing textbook in graduate schools of business around the globe with 20 million plus copies sold to date. He has authored over fifty other successful books and he has published over 150 articles in leading journals. He has received 12 honorary PhDs. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing. Professor Kotler is consistently ranked amongst the top 10 Business Thinkers  of the  World.  The  Financial  Times  in  2005 ranked him as #4 following Peter Drucker, Bill Gates and Jack Welch.

The 2008's Great Recession ruffled the entire world. It happened so fast that no one was able to avoid its high tide.  Companies  are  now  on  the  look-out  for  new strategies and techniques to meet the  challenges  and reset their growth.The Question is: What is next in marketing? The Answer is: Marketing 3.0-Values Driven Marketing The  new model for  marketing-Marketing  3.0-treats customers  not  as mere  consumers  but  as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper  needs  for  participation, creativity, community, and  idealism.  Leading  companies  realize  they  must reach these highly aware,technology-enabled customers, and that the old rules of marketing won't help them do this. Instead, they must create products, services, and corporate cultures that inspire,include, and  reflect their customers' values.