◆#51 The Business of Managing and Marketing in the Age of Diversity (2009)·A 2009 contribution to Philip Kotler's body of marketing thought.·Today's Insight:Strategy is choosing what not to do as much as what to do.◆#52 Marketing Management: A South Asian Perspective (2009)·The seminal 2009 framework for strategic marketing analysis, planning, and control.·Today's Insight:A city's brand is the sum of the stories outsiders tell about it.◆#53 Out of the Poverty Trap: Social Marketing Solutions (2009)·How marketing principles can drive social change and improve public behavior (2009).·Today's Insight:Change starts with understanding what your audience values — not what you want them to do.◆#54 Marketing Management: China Edition (2009)·The seminal 2009 framework for strategic marketing analysis, planning, and control.·Today's Insight:Segmentation, targeting, and positioning — STP — is the strategic core of every marketing plan.◆#55 Social Marketing for Public Health: Global Trends and Success Stories (2009)·How marketing principles can drive social change and improve public behavior (2009).·Today's Insight:Change starts with understanding what your audience values — not what you want them to do.◆#56 Marketing 3.0: From Products to Customers to the Human Spirit (2010)·From products to customers to the human spirit — the 2010 manifesto for values-driven marketing.·Today's Insight:Technology should amplify human judgment, not replace the human at the center of the brand.◆#57 Building Strong Communities (2010)·A 2010 contribution to Philip Kotler's body of marketing thought.·Today's Insight:Strategy is choosing what not to do as much as what to do.◆#58 Ingredient Branding: Making the Invisible Visible (2011)·Building and managing powerful brands in business-to-business markets (2011).·Today's Insight:Strategy is choosing what not to do as much as what to do.◆#59 The Quintessence of Strategic Management (2010)·A 2010 contribution to Philip Kotler's body of marketing thought.·Today's Insight:Strategy is choosing what not to do as much as what to do.◆#60 Social Marketing to Protect the Environment: What Works (2012)·How marketing principles can drive social change and improve public behavior (2012).·Today's Insight:Change starts with understanding what your audience values — not what you want them to do.◆#61 Winning at Innovation: The A-to-F Model (2012)·A practical model for winning at innovation in modern markets (2012).·Today's Insight:Innovation begins by breaking a single assumption inside an existing category.◆#62 Good Works! Marketing and Corporate Initiatives That Build a Better World (2013)·How companies do the most good for their business and their cause (2013).·Today's Insight:Strategy is choosing what not to do as much as what to do.◆#63 A Stakeholder Approach to Corporate Social Responsibility (2012)·How companies do the most good for their business and their cause (2012).·Today's Insight:A cause is most powerful when it sits at the intersection of company strengths and societal need.◆#64 Marketing Your Way to Growth: 8 Ways to Win (2013)·A 2013 contribution to Philip Kotler's body of marketing thought.·Today's Insight:Strategy is choosing what not to do as much as what to do.◆#65 Marketing Management for Higher Education (2014)·The seminal 2014 framework for strategic marketing analysis, planning, and control.·Today's Insight:Segmentation, targeting, and positioning — STP — is the strategic core of every marketing plan.◆#66 Confronting Capitalism: Real Solutions for a Troubled Economic System (2015)·Kotler's perspective on the great challenges facing society (2015).·Today's Insight:The hardest problems are wicked: they resist final solutions and demand continuous adaptation.◆#67 Think New ASEAN: Rethinking Marketing Toward ASEAN Community (2015)·Marketing strategy and management adapted for Asian markets (2015).·Today's Insight:Strategy is choosing what not to do as much as what to do.◆#68 Transformational Sales (2016)·Transformational marketing for a rapidly changing world (2016).·Today's Insight:Strategy is choosing what not to do as much as what to do.◆#69 Democracy in Decline: Rebuilding Its Future (2016)·Kotler's perspective on the great challenges facing society (2016).·Today's Insight:The hardest problems are wicked: they resist final solutions and demand continuous adaptation.◆#70 Marketing 4.0: Moving from Traditional to Digital (2017)·Kotler's 2017 guide to moving marketing from traditional to digital.·Today's Insight:Technology should amplify human judgment, not replace the human at the center of the brand.◆#71 Marketing for Competitiveness: Asia to the World in the Era of Digital Consumers (2017)·Marketing strategy and management adapted for Asian markets (2017).·Today's Insight:A city's brand is the sum of the stories outsiders tell about it.◆#72 My Adventures in Marketing: The Autobiography of Philip Kotler (2017)·Philip Kotler's own story of a life devoted to marketing (2017).·Today's Insight:Strategy is choosing what not to do as much as what to do.◆#73 Social Media Marketing: A Practical Guide (2017)·A 2017 contribution to Philip Kotler's body of marketing thought.·Today's Insight:Strategy is choosing what not to do as much as what to do.◆#74 Retail Marketing 4.0 (2018)·Kotler's 2018 guide to moving marketing from traditional to digital.·Today's Insight:Technology should amplify human judgment, not replace the human at the center of the brand.◆#75 From Purpose to Action: Brand Activism (2018)·A 2018 contribution to Philip Kotler's body of marketing thought.·Today's Insight:Brands earn loyalty by standing for something larger than the product they sell.◆#76 Advancing the Common Good: Strategies for Businesses, Governments, and Nonprofits (2019)·Strategic marketing applied to mission-driven organizations (2019).·Today's Insight:Donors, volunteers, and beneficiaries are three distinct markets, each needing its own value proposition.◆#77 Never Stop: Winning Through Innovation (Fujifilm Case) (2017)·A practical model for winning at innovation in modern markets (2017).·Today's Insight:Innovation begins by breaking a single assumption inside an existing category.◆#78 Marketing from Human to Human: Human-Centered Marketing Strategy (2020)·Putting the human at the center of marketing (2020).·Today's Insight:Brands earn loyalty by standing for something larger than the product they sell.◆#79 Onlife Fashion (2020)·A 2020 contribution to Philip Kotler's body of marketing thought.·Today's Insight:Technology should amplify human judgment, not replace the human at the center of the brand.◆#80 Winning the Future: Marketing and Entrepreneurship in Harmony (2020)·A 2020 contribution to Philip Kotler's body of marketing thought.·Today's Insight:Strategy is choosing what not to do as much as what to do.◆#81 Digital Marketing Management and Transformation (2020)·The seminal 2020 framework for strategic marketing analysis, planning, and control.·Today's Insight:Segmentation, targeting, and positioning — STP — is the strategic core of every marketing plan.◆#82 Marketing 5.0: Technology for Humanity (2021)·Technology for humanity — applying advanced tech to marketing in 2021.·Today's Insight:Brands earn loyalty by standing for something larger than the product they sell.◆#83 Marketing from Human to Human: The Emergence of Human-Centered Marketing (2021)·Putting the human at the center of marketing (2021).·Today's Insight:Brands earn loyalty by standing for something larger than the product they sell.◆#84 Social Marketing Success: 100 Case Studies from Around the World (2022)·How marketing principles can drive social change and improve public behavior (2022).·Today's Insight:Change starts with understanding what your audience values — not what you want them to do.◆#85 Japan and the Future of Marketing: Strategies for Anticipating What Comes Next (2022)·A 2022 contribution to Philip Kotler's body of marketing thought.·Today's Insight:Strategy is choosing what not to do as much as what to do.◆#86 Marketing 6.0: Entrepreneurial Marketing (2022)·Entrepreneurial and immersive marketing for the next era (2022).·Today's Insight:Technology should amplify human judgment, not replace the human at the center of the brand.◆#87 Big Bang Marketing (2021)·A 2021 contribution to Philip Kotler's body of marketing thought.·Today's Insight:Strategy is choosing what not to do as much as what to do.◆#88 Marketing Management (16th Edition) (2022)·The seminal 2022 framework for strategic marketing analysis, planning, and control.·Today's Insight:Segmentation, targeting, and positioning — STP — is the strategic core of every marketing plan.◆#89 Strategic Marketing for Health Care Organizations (2nd Edition) (2023)·Bringing customer-centered marketing to health care institutions (2023).·Today's Insight:Donors, volunteers, and beneficiaries are three distinct markets, each needing its own value proposition.◆#90 My Life as a Human Being (2023)·Philip Kotler's own story of a life devoted to marketing (2023).·Today's Insight:Strategy is choosing what not to do as much as what to do.◆#91 Renewal: The Future of Society in a World of Permanent Crisis (2023)·Kotler's perspective on the great challenges facing society (2023).·Today's Insight:In crises, cut the budgets that do not produce — never the relationships that do.◆#92 Kellogg on Marketing (2023)·A 2023 contribution to Philip Kotler's body of marketing thought.·Today's Insight:Strategy is choosing what not to do as much as what to do.◆#93 Redefining Retail (2024)·Rethinking and redefining retail marketing for a changing world (2024).·Today's Insight:Technology should amplify human judgment, not replace the human at the center of the brand.◆#94 Transformational Marketing (2024)·Transformational marketing for a rapidly changing world (2024).·Today's Insight:Strategy is choosing what not to do as much as what to do.◆#95 Humanism in Marketing (2024)·Putting the human at the center of marketing (2024).·Today's Insight:Strategy is choosing what not to do as much as what to do.◆#96 Marketing 6.0: The Immersive Future (2024)·Entrepreneurial and immersive marketing for the next era (2024).·Today's Insight:Technology should amplify human judgment, not replace the human at the center of the brand.◆#97 Rethinking Operational Excellence (2024)·A 2024 contribution to Philip Kotler's body of marketing thought.·Today's Insight:Strategy is choosing what not to do as much as what to do.◆#98 Wicked Problems: What can we do in this Time of Collapse? (2025)·Kotler's perspective on the great challenges facing society (2025).·Today's Insight:The hardest problems are wicked: they resist final solutions and demand continuous adaptation.◆#99 Marketing 7.0: A Guide for Thinking Marketers in the Age of AI (2026)·A guide for thinking marketers in the age of AI (2026).·Today's Insight:Technology should amplify human judgment, not replace the human at the center of the brand.◆#100 The Kotler Legacy: Wisdom from the Father of Modern Marketing (2026)·Wisdom from the father of modern marketing (2026).·Today's Insight:Strategy is choosing what not to do as much as what to do.
Kotler WritingsSummaries of Kotler's Writings1967 — 2026
All case studies

SMM

KITCO Jordan

From a consumer product to a daily family ritual

Linking the product to family moments and local occasions instead of promoting taste, with revenue growth of around 32.5% in 2024.

Company background

Kitco is a well-established Jordanian brand in the snacks and nuts market, present in Jordanian and Arab homes for decades, competing in a highly crowded category that relies on impulse buying and presence at points of sale.

The challenge

In a category where products are similar and prices are comparable, simply advertising taste is no longer enough. The challenge: How does a snack brand create a mental preference, not just shelf availability?

Goals

strategy

“Family-friendly” strategy: Linking the product to Jordanian viewing moments, evenings, events and seasons, with lighthearted content in a local language, and activating user-generated content.

Implementation steps

  1. A content calendar based on local seasons and events.
  2. Interactive campaigns and competitions encourage consumers to share their moment.
  3. Collaborations with local content creators who are close to the family audience.
  4. Unifying the visual identity between packaging and digital content.
  5. Measuring the impact of campaigns on demand and distribution, not just on engagement.

Results

Achieving revenue growth of approximately 32.5% during 2024, while establishing the brand as the default choice in family gatherings and increasing its market share within the category.

32.5%

Revenue growth 2024

↑

mental lesson

growing

User content

high

Connection to events

Lessons learned

Source: Social Media Marketing: A Practitioner Approach — First Jordan Edition (Kotler, Opresnik, Hollensen · Edited by: Abdulrahman Zeidan) .

Matched Kotler summary — Chapter 56

Marketing 3.0: From Products to Customers to the Human Spirit (2010)

Marketing 3.0 shows how brands attach to values and rituals rather than product attributes.

Read the summaryKotler Books