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<\/a><\/figure>\n\n\n\nThe history of classic marketing began with an article in the Harvard Business Review. It’s 1960. Theodore Levitt (1925-2006) introduces the concept of marketing myopia, which illustrates a common mistake made in organizations focused more on nurturing their product and taking care of sales effectiveness than on customer satisfaction. It changes the paradigm. So far, companies have focused only on themselves and their benefits, which was a transfer of the main idea of the father of economics, Adam Smith (1723-1790). At this time, Professor John F. Nash is 32 years old. Why Is prof. Nash important? He is a Nobel Prize winner, the creator of the Nash Equilibrium Theory, which can be described in one sentence – do what is good for you and at the same time good for others. Nash’s theory refutes the egocentrism of economic action, formulated by Adam Smith. Nash equilibrium is the foundation for holistic marketing. I call it the Three Smiles Theory. The activities of a 21st century company should focus on the smile of three sides of the business model: the Owner\/Investor, the Employee\/Supplier and the Customer.<\/p>\n\n\n\n
Adam Smith’s thought was assuming that the Earth (the enterprise) stands at the center of the world and everything revolves around it. Theodore Levitt and Philip Kotler pointed out that in the center of the world there is the sun (the customer) and the world of value and its commercialization revolves around him.<\/p>\n\n\n\n
The year is 1967. A year that is doubly important for me. First, Professor Philip Kotler publishes the first edition of „Marketing Management”. For 57 years, the book has been repeatedly updated and modernized and has become the basic marketing textbook in the world.<\/p>\n\n\n\n
Today, if a marketing student of any university does not know the name „Kotler”, it means that he either never studied it or simply bought a diploma. And the second reason? My date of birth, September 25, 1967. This is also the date of death of General Stanis\u0142aw Sosabowski. I explain the correlation later.<\/p>\n\n\n\n
Throughout the world, Professor Philip Kotler is simply called the Professor. Everyone knows who it is. Such celebrities as Al Ries, Laura Ries, Seth Godin, Matrin Lindstrom, Paco Underhill, Robert B. Cialdini, Jack Trout, Byron Sharp, Kevin Lane Keller. The academic world and the world of entrepreneurs. The professor is a global guru, exceptionally nice, modest and nice, which is always a feature of great people. He was born in 1931 in Ukraine.<\/p>\n\n\n\n
I visited one of the universities with my idea of the Kotler Institute. I’m talking to the dean of economics, today an MP. The dean is keen on the idea. He shows me guides on Polish science and mentions academic staff who smuggled knowledge about marketing before 1990. For example, departments of „socialist marketing” were established. Before 1990, there were no more than 50\u201360 people at Polish universities teaching marketing, mainly in foreign trade fields.<\/p>\n\n\n\n
I realized that with my marketing workshops, with which I started evangelizing business in 1990, I was like a pioneer. Pioneers are always recognized by the fact that they have arrows in their backs. Already back then it was said that all this marketing was tricks, gimmicks and cheating the customer. This thesis is nonsense. Marketing is about value. It faces the customer. This thought and idea of Professor Philip Kotler has been with us since 1967.<\/p>\n\n\n\n
Marketing doesn’t cheat people. Its people who cheat by using marketing tools.<\/p>\n\n\n\n
The entrepreneur decides whether he wants to treat customers like golden hens or gooses to be plucked. Big, great projects like the Great Orchestra of Christmas Charity are brilliant marketing business models, not a „gimmick” or a „trick”. Unfortunately, phenomena such as Nazis, Soviet propaganda, social engineering and manipulation in global social media are the bastards of marketing communication. Unfortunately, in public consciousness the concept of „marketing” is mainly associated with manipulation, rather than the value of creating and managing the market. These stereotypes have been bothering marketing professionals for years, especially when they appear in texts or statements by journalists or economists who have no knowledge of this field.<\/p>\n\n\n\n
The Dean of Economics organizes a meeting with the Faculty Council. Professors are not keen on the idea. They don’t really know who Professor Kotler is. The topic falls.<\/p>\n\n\n\n
Professor Philip Kotler receives an Honorary Doctorate from the Cracow University of Economics (today: Cracow University of Economics (UEK). The initiator is Prof. Stefan Mynarski (1935-2006) who belongs to a respected group of marketing pioneers in Poland, such as Prof. Dr. hab. Jerzy Altkorn (1931-2004), prof. dr hab. Teodor Kramer (1926 \u2013 2014), prof. dr hab. Zbigniew Zakrzewski (1912 \u2013 1992), prof. dr hab. Jerzy Dietl, prof. dr hab. Klemens Pawe\u0142 Bia\u0142ecki , Prof. Roman G\u0142owacki (1929-2020), Prof. Leszek \u017babi\u0144ski (1947-2019), Prof. Jan Karwowski (1937-2021). For students and entrepreneurs, these are the names of numerous Polish authors of marketing textbooks. I had the great pleasure of drinking coffee with Prof. Mynarski, meeting Prof. Dietl or the very nice Prof. Henryk Mruk, Ph.D., meeting Prof. Grzegorz Karasiewicz or Prof. Grzegorz Mazurek (reviewers of my PhD thesis), Prof. Robert Kozielski from CIM\/ Questus, discuss with Prof. K\u0142eczek, have fantastic conversations with the wonderful Prof. Ph.D. Lechos\u0142aw Garbarski, from the Department of Marketing at the Kozminski University. The KU Marketing Department is managed by the wonderful Dr. Jolanta Tkaczyk (marketology), thanks to whom the term „marketology” was born. The scientific world of marketing is extremely colorful and at the highest intellectual level. Marketing lecturers around the world, from Harvard Business School, Oxford, Kellogg, the entire Ivy League, to African universities in Tanzania (my dear friend Anko Tuko Rukombe, who studied business in Zanzibar) know the Professor’s work perfectly. And they know perfectly well that they do not teach students techniques of manipulating society, but the commercialization of values.<\/p>\n\n\n\n
It’s the turn of the century. Just before New Year’s Eve 2000, I take advantage of the benefits of fledgling e-commerce. I order a carton of Italian wine for the Professor from one of the Chicago stores. With just a few clicks. This is the beginning of the world of online shopping. The wine is delivered to the Professor and I receive a handwritten letter. Pride.<\/p>\n\n\n\n
Another conference with the professor’s participation is taking place in Poland. I get a copy of „Marketing Management” from 1967 to sign, which I miraculously found in a London second-hand bookstore. The professor laughs and recognizes that it is a reprint. The professor meets my wife, Joanna. They like each other. When I publish „The Art of Marketology”, Joanna jokes that I should not make a mistake and write a dedication to Nancy Kotler – the Professor’s wife. Their story is perfectly described in the book „My adventures with marketing” published by MT Biznes. The dedication to Nancy has accompanied the Professor from the very beginning of his career as an author.<\/p>\n\n\n\n
I still dream of organizing a conference with the Professor. During this time, the conference market in Poland has undergone modifications. Foreign, American speakers were invited by such large organizations as Bigram and the Institute for International Research (IIR). Names such as Michael E. Porter appear in Warsaw. Inviting an American speaker is a unique business challenge. Coverage of travel expenses, promotion, five-digit remuneration in dollars, paid until the event begins, and half of it usually after signing the contract. Most often at least a year in advance.<\/p>\n\n\n\n
Bigram invites Tom Peters to Poland. A few days before arriving in Warsaw, Tom ends up in hospital. The conference was canceled and later postponed. As an organizer of training and conferences, I know perfectly well what this situation means. Colossal risk and coverage of costs that cannot be recovered. Such a risky challenge can only be undertaken by an organization that can take on such risk. In Poland, a single person has no chance because in the event of a random event, the bailiff will pursue you for the rest of your life. I don’t take up this challenge. I’m just a gray Pole with a small TV and a large bookcase {see: the last chapter of „Kotarbi\u0144ski’s 50 Laws of Marketing”).<\/p>\n\n\n\n
Bigram invites the Professor to Poland. The conference room at the Sheraton hotel is bursting at the seams. Thanks to the great cooperation with Bigram, I have one entry. Joanna waited patiently in the lobby, but the Professor approached her and said hello. Just a quick chat, an incredible honor.<\/p>\n\n\n\n
I am sending the Professor at the Kellogg School of Management\u2026 a pen. As the first professor in my life. Together with „The Art of Marketology”. This is a symbolic reference to the story of Professor Nash, beautifully shot in the movie „A Beautiful Mind” with the brilliant Russell Crowe.<\/p>\n\n\n\n
In one of the emails. occasionally that we exchange, I find out that he has a Polish assistant who can help him read a few fragments of a Polish book. I told him to say hello, „please say hello to your polish assistant”. I’m making a typo. You can read about them in „Kotarbi\u0144ski’s 50 Laws”. I write the sentence „please say hello to your Polish assistant”. It became fun.<\/p>\n\n\n\n
Notice how two characters and two dates run through my life. 1967, first edition of „Marketing Management” by prof. Philip Kotler. September 25, 1967, the day of General Sosabowski’s death. Marketing and military. Man, who dreamed of being a special forces soldier, is now a doctor of economics and finance. What a volte-face.<\/p>\n\n\n\n
Already nowadays. The pandemic is raging. The professor publishes the book „Marketing 5.0”. At a similar time, Publishing House PWN publishes my „Brand 5.0”. In the introduction, you will find a fragment of my correspondence with the Professor, where he likes that Leonardo da Vinci is a kind of patron of this idea. Pursuing value, based on the convergence of technological opportunities and humanistic challenges.<\/p>\n\n\n\n
In „My adventures with marketing” the professor used the phrase that there are macroeconomists, macroeconomists and market economists. When I read this sentence, my synapses jumped with excitement. I checked the original and Polish versions five times. Even ten. Polish translations of marketing concepts have their shortcomings. For example, \u201cmarketing dashboards\u201d is translated as \u201cmarketing dashboards\u201d. It smells like automation and robotics.<\/p>\n\n\n\n
It’s time for the official premiere of the terms „market economics” and „market economist”. A macroeconomist looks at the world through the eyes of an enterprise, and these are often the eyes of Adam Smith. A market economist (market economics) looks through the eyes of the customer. It looks holistically at the values that will ensure the smile of the Investor, Employee, and Customer (The Theory of Three Smiles).<\/p>\n\n\n\n
I announce the birth of a new, youngest economy. Market economics, which is a science. Now I have to prove it. Pioneers can be recognized by the fact that they have arrows in their backs.<\/p>\n\n\n\n
It’s time to discuss marketing as a third economy, rather than perpetuating it in a broad social spectrum, as a tool of social manipulation.<\/p>\n\n\n\n
Professor Philip Kotler is 93 years old today.<\/p>\n\n\n\n
I wish him to keep his beautiful mind working forever.<\/p>\n\n\n\n