Conferment of the Honorary Degree in Organization and Marketing for Business Communication to Philip Kotler
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Conferment of the Honorary Degree in Organization and Marketing for Business Communication to Philip Kotler Conferimento della Laurea ad honorem in Organizzazione e marketing per la comunicazione d’impresa a Philip Kotler Monday, December 3, 2018 11.00 am Academic Senate Hall, Rectorate Building piazzale Aldo Moro 5, Rome
Programme Programma Opening Address of the Senior Deputy Rector Renato Masiani 7 Prolusione del Prorettore Vicario Address by the Dean of the Faculty of Political Science, Sociology, and Communication Science Tito Marci 11 Allocuzione del Preside della Facoltà di Scienze politiche, sociologia, comunicazione Praise of Philip Kotler Alberto Mattiacci 15 Elogio di Philip Kotler Lectio magistralis Philip Kotler 21
Philip Kotler is the S.C. Johnson & Son
Distinguished Professor of International
Marketing at the Kellogg School of Management,
Northwestern University, Evanston, Illinois.
Kellogg was voted the “Best Business School”
for six years in Business Week’s survey
of U.S. business schools. It is also rated as the
“Best Business School for the Teaching
of Marketing”. Professor Kotler has significantly
contributed to Kellogg’s success through
his many years of research and teaching there.
He received his Master’s Degree at the University
of Chicago and his PhD Degree at MIT,
both in economics. He did post-doctoral work
in mathematics at Harvard University
and in behavioral science at the University
of Chicago.
Professor Kotler is the author of over sixty books,
including Marketing Management (15th ed.),
the most widely used marketing book in graduate
business schools worldwide;
Principles of Marketing (16th ed);
Marketing Models; Strategic Marketing
for Nonprofit Organizations;
The New Competition; High Visibility;
Social Marketing; Marketing Places;
Marketing for Hospitality and Tourism;
The Marketing of Nations; Kotler
on Marketing, Building Global Biobrands,
Attracting Investors, Ten Deadly Marketing Sins,
Marketing Moves, Marketing Insights
from A to Z, Chaotics, Up and Out of Poverty,
Winning at Innovation, Marketing 3.0, Market
Your Way to Growth, and several other books.
He has published over one hundred
and fifty articles in leading academic journals,
several of which have received best-article awards.
5Opening Address
of the Senior Deputy Rector
Renato Masiani
Your Excellencies, Autorità, Colleghi, Studenti,
Distinguished Colleagues, Signore e Signori,
Dear Students, Ladies and Gentlemen,
Sapienza University of Rome today Sapienza Università di Roma ha oggi l’onore
has the honor of conferring on Philip Kotler di conferire a Philip Kotler la Laurea ad honorem
the Honorary Degree in Organization in Organizzazione e marketing
and Marketing for Business Communication, per la comunicazione d’impresa, in virtù
by virtue of his exceptional contribution del suo eccezionale contributo al progresso
to the advancement of economic doctrine, della dottrina economica, in particolare
particularly in marketing, in whose modern nel marketing, della cui veste moderna egli
capacity he is universally considered è universalmente considerato padre fondatore.
as founding father.
La Sapienza occupa un posto speciale
Sapienza occupies a special place nella storia della disciplina del marketing
in the history of marketing studies in Italy, in Italia, essendo stato uno dei primi atenei
having been one of the first universities ad attivare insegnamenti specifici
to activate specific courses and to encourage e a incoraggiare la ricerca scientifica
scientific research in this field. in questo campo.
This is primarily due to the figure of Carlo Ciò si deve innanzitutto alla figura di Carlo
Fabrizi who, in the Academic Year 1967-1968, Fabrizi che, nell’anno accademico 1967-1968
takes charge of the second Chair prende in carico la II Cattedra di Tecnica
of Industrial Administrative Technique, amministrativa industriale, dove propone
where he proposes a new conception una nuova concezione degli studi d’impresa
of business studies based on the marketing basata sull’approccio di marketing.
approach. All this takes place within Tutto ciò avviene all’interno della Facoltà
the Faculty of Economics and Commerce, di Economia e commercio, dove fin
where the teaching of Market Research dai primi anni 60 era già attivo l’insegnamento
Techniques and General Distribution di Tecnica delle ricerche di mercato
was already active from the early 60s. e della distribuzione generale. Occorrerà
However, it takes another decade, però attendere ancora un decennio,
we are in the eighties, to start the first siamo negli anni Ottanta, affinché si accenda
7course about Sales Techniques and Policies, il primo corso in Tecniche e politiche entrusted to the first student of Carlo Fabrizi, di vendita, affidato al primo allievo Professor Gennaro Cuomo. In addition, di Carlo Fabrizi, il professor Gennaro Cuomo. this scholar is responsible for the creation, A questo studioso si deve, fra l’altro, in the Academic Year 2002-2003, la creazione, nell’anno accademico 2002-2003, of the MUMM Master in Marketing del Master universitario in Marketing Management – one of the first and most Management Mumm – uno dei primi e più important in Italy in the field and, to date, importanti d’Italia nella disciplina e, ad oggi, the most important master of Sapienza il master più importante della Sapienza, for longevity and patrimony of students. per longevità e patrimonio di allievi. We are pleased to recall that we have waited Ci piace ricordare che dovremo attendere for the Academic Year 1997-1998 in order that l’ano accademico 1997-1998 perché the name of the course of Sales Techniques la denominazione del corso di Tecniche and Policies (Tecniche e politiche di vendita) e politiche di vendita possa assumere il nome could take the name of Marketing: di Marketing: la legge statale non consentiva the state law did not allow, at that time, infatti, all’epoca, l’uso di termini stranieri the use of foreign terms to name the courses. per denominare gli insegnamenti. Nevertheless, the Sales Techniques and Policies Ciononostante, il corso di Tecniche course was already based on the work that marked e politiche di vendita si basava già sull’opera the intellectual figure of Professor Philip Kotler: che ha segnato la figura intellettuale the handbook Marketing Management. del professor Philip Kotler: il libro Marketing Analysis, Planning and Control. The book Management. Analysis, Planning and Control. appeared in the Sapienza classrooms Il manuale entra nelle aule della Sapienza in the Italian edition in two volumes, nell’edizione italiana in due volumi which included the fifth US edition. che recepiva la quinta edizione statunitense. A text that can be well impressed Un testo che so essere ben impresso in the memory of the many Sapienza alumni nella memoria dei molti alumni Sapienza who nowadays hold top-level roles che oggi ricoprono ruoli di altissimo livello in companies and who, here, among the desks nelle aziende e che qui, fra i banchi e le stanze and rooms of this university, have discovered di questa università, hanno scoperto il fascino the charm of this economic vision that, di questa visione economica che, just Professor Philip Kotler has set up proprio il professor Philip Kotler, in an original multidisciplinary cultural formula. ha impostato in una originale This would be enough to point out the story formula culturale multidisciplinare. of an intellectual monument such as Basterebbe questo, segnalare la vicenda the Marketing Management textbook, capable di un monumento intellettuale come of breathing life into no less than 14 editions, il manuale Marketing Management, translated into all the main languages capace di dar vita a ben 14 edizioni, tradotto of the world and widespread everywhere, in tutte le principali lingue del mondo adopted, read and studied, to celebrate e ovunque diffuso, adottato, letto e studiato, the relevance of Philip Kotler. per celebrare la statura di Philip Kotler. 8
Today we confirm to Professor Kotler Confermiamo oggi al professor Kotler
the title of Master’s Degree in a degree course il titolo di Dottore magistrale in un corso
that, once again, testifies to the peculiarity di laurea che, ancora una volta, testimonia
of the role of Sapienza in spreading la peculiarità del ruolo della Sapienza
the marketing culture in the country. nel diffondere la cultura di marketing
The degree course in Organization nel paese. Il Corso in Organizzazione
and Marketing for Business Communication e marketing per la comunicazione d’impresa
was set up in the Academic Year 2009-2010, nasce infatti nell’anno accademico 2009-2010,
within the Faculty of Communication Sciences, all’interno della Facoltà di Scienze
to respond to the growing needs of qualified della comunicazione, per rispondere
professionals able to help organizations alle crescenti esigenze di professionalità
to create and disseminate those components qualificate in grado di aiutare le organizzazioni
of intangible value, that today often govern a creare e diffondere quelle componenti
the choices of economic actors. di valore immateriale che oggi, sovente,
It is one of the few master’s degrees governano le scelte degli attori economici.
in Marketing of the country È una delle poche lauree magistrali
and has quickly become a cultural reference in Marketing del Paese ed è divenuta
for students, attracting hundreds rapidamente un riferimento culturale
from all over Italy, much to be today per gli studenti, attraendone centinaia
among the first Sapienza courses da tutt’Italia, tanto da essere, oggi tra i primi
for the number of students. corsi di Sapienza per numero di iscritti.
I am pleased to underline that the students Mi fa piacere sottolineare come gli allievi
of the master course in question have del corso magistrale in questione si siano
on several occasions been distinguished in più occasioni distinti per qualità, capacità
for their quality, skills and competence. e competenza. Ne sono prova, fra le tante,
The employment statistics, and the excellent le statistiche occupazionali, e le eccellenti
performances in the Marketing Prize performance nel Premio Marketing
for universities – a National competition per l’Università – una gara nazionale
among marketing students fra studenti di marketing di tutt’Italia.
from all over Italy – are proof of this. Questa competizione, un caso unico
This competition, a unique case al mondo, fu lanciata ben trent’anni fa
in the world, was launched thirty years ago e contribuì in modo non secondario
and contributed in a way not secondary alla diffusione della conoscenza del
to the diffusion of the knowledge of marketing in Italia. Da allora, gli studenti
marketing in Italy. Since then, the Sapienza Sapienza hanno sempre dato ottima prova
students have always given excellent proof di loro stessi, vincendola oltre dieci volte,
of themselves, inning it over ten times, l’ultima, proprio grazie agli allievi
the last one, this year, thanks to the students di questo corso, quest’anno. Sappiamo
of this course. We know that the works che i lavori del professor Philip Kotler hanno
of Professor Philip Kotler have constituted costituito e costituiscono tuttora,
and still constitute an indispensable cultural un indispensabile supporto culturale
9support for the students who also engage per gli studenti che si cimentano anche in these didactic exercises. in queste esercitazioni didattiche. Philip Kotler has produced in the course Philip Kotler ha prodotto nel corso of his life, which is not limited della propria vita, che non si esaurisce to the academic career, a truly impressive alla sola carriera accademica, un numero number of written contributions. It is one veramente impressionante di contributi of the rare cases in which, in the same mind, scritti. È uno dei rari casi nei quali, the talents of a high communicator nella medesima mente, convivono and a valuable scientific researcher live side le doti di alto divulgatore e di pregiato by side. He has produced scientific articles, ricercatore scientifico. Ha prodotto articoli received in the most impacting International scientifici accolti nelle più impattanti riviste scientific journals and considered scientifiche internazionali e considerati as unavoidable references by the scholars riferimenti ineludibili dagli studiosi of the field; he has written dozens of books della disciplina; ha scritto decine di libri and hundreds of other contributions, e centinaia di altri contributi nessuno none of which has ever been unnoticed. dei quali, mai passato inosservato. He is a scholar who has left a profound mark È uno studioso che ha lasciato un segno on the theoretical and real economy profondo sull’economia teorica e reale of the planet, not only in his own country, del pianeta, non solo del proprio Paese, always maintaining a line of scientific mantenendo sempre una linea di rigore and ethical rigor that must be pointed out scientifico ed etico che devono essere as an example. additati ad esempio. Last but not least, In ultimo ma non per importanza, I want to praise the passion voglio lodare la passione that Professor Philip Kotler che il professor Philip Kotler dimostra demonstrates with his own conduct: con la propria condotta: egli è ancora qui, he is still here, thousands of miles a migliaia di chilometri dal proprio Paese from his country to tell his vision, a raccontare la propria visione, ad ascoltare to listen to the experiences of others, le esperienze altrui, a non smettere not to stop learning new things di apprendere cose nuove e mettere and questioning his own ideas. in discussione le proprie idee. With great satisfaction, therefore, Pertanto, con viva soddisfazione, we confirm today the title of honorary confermiamo oggi il titolo Master Degree in Organizational and Marketing di Dottore magistrale ad honorem for Business Communication to Philip Kotler, in Organizzazione e marketing in keeping with the tradition of excellence per la comunicazione d’impresa a Philip Kotler that has always characterized accogliendolo nel novero delle eccellenze Sapienza University of Rome. della Sapienza Università di Roma. 10
Address by the Dean
of the Faculty of Political Science,
Sociology and Communication Science
Tito Marci
Rector Magnificus, Magnifico Rettore, illustri Colleghi,
Distinguished Colleagues, cari Studenti, Signore e Signori,
Dear Students,
Ladies and Gentlemen,
It is a particular pleasure to speak on behalf è un piacere particolare intervenire
of the Faculty of Political Sciences, a nome della Facoltà di Scienze politiche,
Sociology and Communication sociologia e comunicazione e mio personale
and of my staff at this ceremony a questa cerimonia di conferimento della
to confer an Honorary Degree Laurea ad honorem al professor Philip Kotler
on Professor Philip Kotler in our University, nella nostra Università,
one of the oldest in the world. una delle più antiche del mondo.
We live in a period of time in which, Viviamo tempi nei quali, anche in Italia, il
even in Italy, marketing plays a leading marketing gioca un ruolo da protagonista:
role: companies, non-profit organizations imprese, organizzazioni no profit e, sempre
and, increasingly, even firms and public di più anche aziende e organizzazioni
organizations, make extensive use pubbliche, si avvalgono estensivamente
of the contribution of thought and tools del contributo di pensiero e strumentazione
offered by the discipline. Therefore, it seems offerti dalla disciplina. Sembra essersi
that the vision of Professor Philip Kotler realizzata in pieno, perciò, quella visione
has fully been realized, and when it was del professor Philip Kotler che, quando
expressed in the seminal article fu espressa nel seminale articolo
“Broadening the Concept of Marketing” “Broadening the Concept of Marketing”
sounded as prophetic and did not fail suonò come profetica e non mancò
to spark controversy. It was 1969. di scatenare polemiche. Era il 1969.
I represent here a multidisciplinary Faculty, Rappresento qui una Facoltà multidisciplinare,
where studies are conducted nella quale si conducono studi e si tengono
and courses are held about political, social corsi sul cambiamento politico, sociale
and communication change. Therefore e della comunicazione. Vorrei quindi
11I would like to spend a few words spendere qualche parola di riflessione about the role played by marketing intorno al ruolo giocato dal marketing on these three phenomenal dimensions su queste tre dimensioni fenomeniche that we deal with in the three departments di cui ci occupiamo nei tre dipartimenti that make up the Faculty. che compongono la Facoltà. It is over twenty years that, even in Italy, È oltre un ventennio che, anche in Italia, we experience the extension of marketing facciamo esperienza dell’estensione to the sphere of political struggle. del marketing alla sfera della lotta politica. In our Faculty we observe, with the tools Nella nostra Facoltà osserviamo, of scientific research and intellectual con gli strumenti della ricerca scientifica speculation, a post- ideological political e della speculazione intellettuale, competition that seems to increasingly draw una competizione politica post-ideologica on its analysis and action patterns, che sembra attingere sempre più spesso from the world of the real economy. i propri schemi di analisi e azione, In fact, the parallels between commercial dal mondo dell’economia reale. In effetti and electoral competition seem to be clear i parallelismi fra competizione commerciale and evident, even in the due distinctions ed elettorale sembrano essere chiari of context, and as scholars ed evidenti, pur nelle doverose distinzioni of political phenomena, I think di contesto, e come studiosi di fenomeni we will have to become politici, penso che dovremo more and more familiar sempre più acquisire dimestichezza with the categories of marketing. con le categorie del marketing. Turning now to the social sphere, Passando ora alla sfera del sociale, there is no doubt that the progressive non vi sono dubbi che la progressiva affirmation of the model of mass affermazione del modello di società consumption society has contributed dei consumi di massa abbia contribuito significantly to the transformations in maniera rilevante alle trasformazioni of the country. This model of marketing del Paese. Di questo modello il marketing has certainly been the author of it, although è stato certamente artefice, sebbene in different shapes and sizes according in forme e misura differenti a seconda to the historical seasons. Now delle stagioni storiche. Oggi che il paradigma that the paradigm of post-modernity della post-modernità sembra essere seems to be the predominant form of social la forma predominante del vivere sociale and individual living, marketing e individuale, il marketing è sempre is increasingly a protagonist più protagonista di quella sofisticazione of the sophistication of everyday life, del vivere quotidiano che interessa that affects individuals and social groups. gli individui e i gruppi sociali. Lo studio The study of the person-consumer della persona-consumatore dovrebbe should and could be a field to be explored e potrebbe essere un territorio da frequentare more often with the cultural categories sempre più spesso con le categorie culturali 12
of sociology and economy, della sociologia e dell’economia,
being aware that a change nella consapevolezza che cambiamento
in consumption means change dei consumi significa anche cambiamento
in society. della società.
Last but not least, communication: Last but not least, la comunicazione:
the branch of social studies that breathes life la branca di studi sociali che da vita al Corso
into the degree course in Organization and di laurea in Organizzazione e marketing
Marketing for Business Communication, per la comunicazione d’impresa,
is about to welcome Professor Philip Kotler fra i cui laureati stiamo per accogliere
among its graduates. It is clear and obvious il professor Philip Kotler.
that social media has become a sort È chiaro ed evidente che i social media
of “new normal” in the relationship between si sono imposti nel mondo come una sorta
the people themselves and between people di “new normal” della relazione
and the socio-economic organizations fra le persone e fra queste e le organizzazioni
of reference. Everyone is aware socioeconomiche di riferimento. A nessuno
that the twentieth-century paradigm sfugge che il paradigma novecentesco
of mass communication della comunicazione di massa
is in a deep metamorphosis, sia in una profonda metamorfosi,
whose final out come is unknown il cui esito finale è a tutti ignoto
to all but its direction is clear: the centrality ma la direzione evidente: la centralità
of the individual, the “horizontal form” dell’individuo, la “forma orizzontale”
of relationships – always more and more delle relazioni – sempre più “fra pari” –
“peer to peer” – the fragmentation la frammentazione dei cruscotti mediante
of the dash boards through which i quali si pianificano le strategie
communication strategies are planned. di comunicazione. Il marketing,
The marketing, which certainly does not end che nella comunicazione certo
with communication, emerges more non si esaurisce, emerge sempre più come
and more as a necessary framework necessario framework di riferimento,
of reference, both theoretical and practical, sia teorico che pratico, di questo mondo
of this new world, defined by some, nuovo, da alcuni definito, appunto,
in fact, “society of communication”. “società della comunicazione”.
Three souls of our Faculty – politic, Tre anime della nostra Facoltà
society, communication – three fields – la politica, la società, la comunicazione –
of human action that are highly permeable tre campi dell’agire umano fortemente
to the system of thought and action permeabili al sistema di pensiero e azione
that marketing expresses and which che il marketing esprime e del quale
Professor Philip Kotler, during his scientific il professor Philip Kotler, nell’arco
and intellectual life, knew how to write della propria vita scientifica e intellettuale,
about them and how to be their actor like ha saputo essere sceneggiatore e attore
no one else, neither before nor after him. come nessuno, né prima né dopo di lui.
13He first conceptualized and then interpreted, Egli ha dapprima concettualizzato adapting it to the times, the multiform e poi interpretato, adattandola ai tempi, and dynamic soul of marketing, formalizing la multiforme e dinamica anima it and connecting it to every important del marketing, formalizzandola innovation that was being produced e connettendola a ogni importante innovazione in the economic, technological che andava producendosi nella realtà and social reality. economica, tecnologica e sociale. Starting from his recent work – Marketing A partire dal suo recente lavoro – Marketing 4.0, which reflects on the first but already 4.0, che riflette sui primi ma già dirompenti, disruptive effects of digitalization effetti della digitalizzazione sul paradigma on the marketing paradigm – di marketing – e andando a ritroso and going backwards among his works, fra le sue opere, scopriamo che il suo sguardo we discover that his view has been based si è poggiato su moltissimi campi on many fields of economic action of man. dell’agire economico dell’uomo. Kotler explored the application potential Kotler ha esplorato il potenziale applicativo of marketing not only to companies del marketing non solo alle imprese but also to non-profit cases, to museums ma anche ai casi del no profit, dei musei and to performing arts, to the particular case e delle performing arts, alla particolare of professions and then move on to tourism, fattispecie delle professioni per poi passare biotechnologies, places and nations. al turismo, alle biotecnologie, ai luoghi The discipline has been tackled e alle nazioni. La disciplina è stata affrontata with the rigor of the mathematician, con il rigore del matematico, attento attentive to analytical and heuristic modeling alle modellizzazioni analitiche ed euristiche and with the features of the social scientist, e il respiro dello scienziato sociale, attento attentive to human behavior. al comportamento umano. The list of topics on which Philip Kotler La lista dei temi sui quali Philip Kotler has exercised his thoughts, briefly, ha esercitato il proprio pensiero, insomma, is very long and there can be the fear è lunghissima e non può che esserci il timore of having neglected to recall some areas di aver trascurato di richiamare qualche of interest; a fear directly proportional area d’interesse; un timore direttamente to the breadth of Professor Kotler’s proporzionale all’ampiezza del contributo intellectual contribution. intellettuale del professor Kotler. Rector Magnificus, distinguished Colleagues, Magnifico Rettore, illustri Colleghi, dear Students, Ladies and Gentlemen, cari Studenti, Signore e Signori, I conclude, therefore, expressing the warm concludo, dunque, esprimendo il caloroso welcome of the community of students, benvenuto della comunità degli studenti, graduates and teachers of the course dei laureati e dei docenti del corso in Organization and Marketing for Business in Organizzazione e marketing per la Communication to Philip Kotler. comunicazione d’impresa a Philip Kotler. 14
Praise of Philip Kotler
Alberto Mattiacci
Rector Magnificus, Dean of the Faculy, Magnifico Rettore, Amplissimo Preside,
Distinguished Colleagues, illustri Colleghi, cari Studenti,
Dear Students, Ladies and Gentlemen, Signore e Signori,
It is not easy to find, in a single scholar, non è facile trovare riunite in un singolo
all the qualities necessary to conceive studioso tutte le doti necessarie a concepire
a system of thought capable, in practice, un sistema di pensiero capace, alla prova
of becoming universal: intellectual originality, dei fatti, di divenire universale: servono
curiosity and ability are necessary to convey originalità intellettuale, curiosità e capacità
the most significant research of others di convogliare le più significative ricerche
in a common channel, culture, perseverance altrui in un alveo comune, cultura,
and a certain foresight. perseveranza e una certa lungimiranza.
I obviously refer to the work of Philip Kotler, Alludo ovviamente all’opera di Philip Kotler
Marketing Management, which in 1967 Marketing Management, che nel 1967
represented the constitutive act rappresentò l’atto costitutivo del marketing
of modern marketing and which still stands moderno e che tuttora si pone come
as an unavoidable point of reference ineludibile punto di riferimento
for anyone who approaches, practically per chiunque si avvicini, nella prassi
and theoretically, the discipline. e nel pensiero, alla disciplina.
I still remember the feelings I experienced, Ricordo ancora le sensazioni che vissi,
as a student of one of the first editions da studente di una delle prime edizioni
of the course of Sales Techniques and Policies, del corso di Tecniche e politiche di vendita, qui,
here, in Sapienza, flipping through in Sapienza, sfogliando la quinta edizione
the fifth edition in two volumes, that of 1984: in due volumi, quella del 1984: due volumi
two volumes that guided the student che guidavano lo studente di Economia
of Economics among the surprising paths fra i sorprendenti sentieri della psicologia
of psychology and sociology; e della sociologia; che illuminavano,
which illuminated the well-known principles con luce nuova e differente,
of microeconomics with new i noti principi della microeconomia
and different light and transformed them e li trasformavano in variabili operative,
into operational variables, in many ways new; per molti versi nuove; che chiarivano
which clarified the concrete utility l’utilità concreta della consapevolezza
of awareness on the macroeconomic sul quadro macroeconomico; che leggevano
framework; that analyzed the company l’impresa come soggetto sociale, certamente
15as a social subject, certainly oriented orientato al profitto ma non a qualunque costo to profit but not at any cost and always e comunque sempre nel rispetto respecting the rules and the spirit of the times. delle regole e dello spirito dei tempi. There was still no talk, in any way in Italy, Non si parlava ancora, perlomeno in Italia, of corporate social responsibility and every di responsabilità sociale d’impresa e già page of those volumes already consistently ogni pagina di quei volumi richiamava reminded the reader of a secular but costantemente il lettore a un’etica economica nevertheless very elevated economic ethic. laica ma nondimeno elevatissima. In the face of the high-level cultural Di fronte all’alta costruzione culturale construction of marketing del marketing operata dal professor by Professor Philip Kotler, the fact Philip Kotler, è apparso sempre stridente that the discipline was not warmly welcomed il fatto che la disciplina non godesse in the Italian society always appare strident: di grande simpatia nella società italiana: it has suffered a cultural background essa ha patito un retroterra culturale for various reasons – even historical – per varie ragioni – anche storiche – prejudicial to consumption, trade, profit, pregiudizialmente avverso al consumo, competition and the company itself; al commercio, al profitto, alla competizione an anthropological fabric, this, e all’impresa stessa; un tessuto antropologico, as deep as it is ready to judge questo, tanto profondo quanto pronto on the basis of prejudice and not facts. a giudicare sulla base del pregiudizio All the scientific and public works e non dei fatti. Tutta l’opera scientifica of Philip Kotler showed and demonstrated, e pubblicistica di Philip Kotler ha mostrato instead, how all this was nonsensical e dimostrato, invece, quanto tutto ciò fosse and far from reality. The point is, insensato e lontano dalla realtà. unfortunately, that the old saying “There is Il punto è, purtroppo, che è vero l’antico no worse deaf man than the one who detto «non esiste peggior sordo di chi does not want to hear” is true and that many non vuol sentire» e che molti dei critici of the marketing critics often demonstrate del marketing dimostrino sovente that they have not even read half a page di non aver letto nemmeno mezza pagina of that founding work of modern marketing, di quell’opera fondante del marketing conceived and written by Philip Kotler. moderno, pensata e scritta da Philip Kotler. The whole work of Professor Kotler offers L’opera tutta del professor Kotler ci offre us three great teachings, all in the opposite tre grandi insegnamenti, tutti in direzione direction and contrary to the aforementioned opposta e contraria al pregiudizio prejudice and to the great crisis of confidence di cui sopra e alla grande crisi di fiducia that seems to cross, today, the Western life che sembra attraversare, oggi, la vita and culture. e la cultura occidentali. The first is that marketing Il primo è che il marketing expresses the real economy esprime l’economia reale 16
in its most complete manifestation. nella sua più compiuta manifestazione.
We live in times in which we witness, Viviamo tempi nei quali assistiamo,
often dismayed, the damage perpetuated spesso sgomenti, ai danni perpetuati
by an excessive financialization da una finanziarizzazione eccessiva
of the economy. It is here and now dell’economia. È qui e ora che occorre
that we need to recover the healthy spirit recuperare lo spirito sano del capitalismo,
of capitalism, which is competitive che è competitivo e innovativo:
and innovative: that spirit made of passion quello spirito fatto di passione e innovazione,
and innovation, talent and dedication talento e dedizione e che può trovare
and that can find in the free choice nella libera scelta di acquisto del cliente,
of purchase of the customer, the tangible sense il senso tangibile del premio e del successo
of the prize and of the competitive success. competitivo. Conoscere il marketing,
Understanding marketing, assimilating farne propri i dettami e dominare
its dictates and dominating reality la realtà con il suo spirito e strumentazione,
with its spirit and instruments, represent, rappresentano, oggi come ieri,
today as yesterday, the tools of success. gli strumenti del successo.
The second teaching is that marketing Il secondo insegnamento è che il marketing
is the one and only channel of connection è l’unico e solo canale di connessione
between the legittimate economic-competitive fra i legittimi interessi economico-competitivi
interests of organizations and those, delle organizzazioni e quelli, altrettanto
just as legitimate, of people. The consumer’s legittimi, delle persone. L’avvocato
advocate, in the company, is called del consumatore, in azienda, si chiama
marketing; the voice of society marketing; la voce della società
and of the environment, on the companies e dell’ambiente, nei Board delle imprese,
boards, is marketing; the steering wheel, è il marketing; la ruota del timone,
which turns the company route che gira la prua aziendale nella direzione
in the direction of company stakeholders, degli stakeholder aziendali, è innestata
is grafted onto a pivot: marketing. su un perno: il marketing. Suona, alla luce
In light of this consideration, it sounds di questa considerazione, del tutto paradossale
quite paradoxical, then, that marketing allora che proprio il marketing sia additato,
is pointed out, from a certain part of society, da certa parte della società, come opera
as a negative work and thought. e pensiero negativi.
Finally, the third teaching comes from Il terzo insegnamento, infine, ci viene
the biography of Professor Philip Kotler. dalla biografia del professor Philip Kotler.
Let me recall it briefly: born in Chicago Mi si permetta di richiamarla per sommi capi:
in 1931; there he obtained a degree nasce a Chicago nel 1931; lì consegue
in economics, consolidated by a doctorate una laurea in economia, consolidata
at the MIT in Boston and, subsequently, da un dottorato al MIT di Boston e,
by courses of specialization successivamente, da percorsi
in Mathematics at Harvard di specializzazione in matematica ad Harvard
17and Behavioral Science, again in Chicago. e Behavioral Science, nuovamente a Chicago. All his scientific and cultural work Tutta la sua opera scientifica e culturale will bring this natural multidisciplinary porterà questa naturale multidisciplinarità as a distintive sign; a real stylistic code come segno distintivo; una vera e propria that has taken an economist cifra stilistica che ha preso un economista and has transformed him into a man e lo ha trasformato in un uomo di cultura, of culture, with a prolific pen. dalla penna prolifica. His impressive bibliographic work La sua imponente opera bibliografica – which contains over sixty books, almost – che conta oltre sessanta libri quasi tutti all translated into the main languages tradotti nelle principali lingue del pianeta, of the planet, more than one hundred più di centocinquanta articoli scientifici, and fifty scientific articles, some of which alcuni dei quali vere pietre miliari are the cornerstones of marketing thinking – del pensiero di marketing – è testimonianza demonstrates the vastness of his interests. della vastità dei suoi interessi. Works on mathematical models, Opere sui modelli matematici, on the attraction of investments, sull’attrazione degli investimenti, on the fight against poverty, sulla lotta alla povertà, on the criticism of the dominant thought sulla critica al pensiero dominante in contemporary capitalism – to name just nel capitalismo contemporaneo – per citarne a few – show a scholar capable solo alcune – mostrano uno studioso of experimenting with wisdom capace di cimentarsi con sapienza su temi on controversial and homogeneous subjects. controversi e affatto omogenei. I lavori The works dedicated to non-profit dedicati alle organizzazioni senza scopo organizations, professions, places di lucro, alle professioni, ai luoghi – now intended as tourist destinations, – intesi ora come destinazioni turistiche, now as attractors of productive investments – ora come attrattori di investimenti produttivi – have shown the extraordinary power hanno mostrato la straordinaria potenza of marketing thinking architecture dell’architettura di pensiero del marketing and still represent, in this era e rappresentano tuttora, of hyper-sophistication of research, in questa epoca di iper-sofisticazione important references. della ricerca, dei riferimenti importanti. But Philip Kotler was not just a scholar: Ma Philip Kotler non è stato solo uno following an Anglo-Saxon tradition, studioso: seguendo una tradizione tutta he also put himself at the service anglosassone, egli si è messo anche a servizio of that economy that constantly observed di quell’economia che costantemente and studied. He has been and is a consultant osservava e studiava. È stato ed è consulente and member of the Board of Directors, e componente di Board aziendali, an actor in the public debate in his country attore del dibattito pubblico in casa and on the international scene. e sullo scenario internazionale. A career, shortly, which gives us back a Una carriera, insomma, model of scholar who is never detached che ci restituisce un modello di studioso 18
from the challenges of practice, mai avulso dalle sfide della pratica,
capable of creating continuous capace di creare circuiti
and fruitful fertilization circuits di fertilizzazione continua e proficua
between these two souls of the mind. fra queste due anime della mente.
I conclude by inviting you to appreciate Concludo invitandovi ad apprezzare un
one last aspect of the intellectual challenge ultimo aspetto della sfida intellettuale
that Professor Kotler has brought forward che il professor Kotler ha portato avanti
in his work: the constant tension towards nella propria opera: la costante tensione
the “higher” section of the problems verso la sezione più “alta” delle problematiche
and phenomena that he faced. e dei fenomeni che affrontava.
In this light, we like to point out his most In questa luce, ci piace segnalare
recent work on the crisis of democracy i suoi più recenti lavori sulla crisi
and on the need to rethink capitalism. della democrazia e sulla necessità
It is evident that the last without the former di ripensare il capitalismo. È evidente
is exhausted in a sad materialism, che l’ultimo senza la prima si esaurisce
whose final outcome can only be degenerative, in un triste materialismo, il cui esito finale
for man and for the society non può che essere degenerativo,
in which he lives, builds and vivifies per l’uomo e per la società che questi abita,
every day. We live in times, costruisce e vivifica ogni giorno.
in which globalization and financialization, Viviamo tempi, infatti, nei quali
technology and individualism, globalizzazione e finanziarizzazione,
the natural environment and local cultures, tecnologia e individualismo, ambiente
seem to act as centripetal forces, almost naturale e culture locali, sembrano agire
maddening, on a model come forze centripete, quasi impazzite,
of civilization, the Western one, which su un modello di civiltà, quello occidentale,
has been able to amalgamate che ha saputo nei secoli amalgamare
in a progressive jumble, the many in un coacervo progressista,
discontinuities that it experienced. le molte discontinuità che ha vissuto.
Now all this seems in danger, started Ora tutto ciò sembra in pericolo, avviato
towards an ineluctable, dark verso un destino ineluttabile,
and dissolving destiny. But is not so. cupo e dissolvente. Ma non è così.
We like to think that the positive Ci piace pensare che l’anima positiva
and constructive soul that animates e costruttiva che anima quel marketing
the marketing that Professor Philip Kotler che il professor Philip Kotler ha voluto
wanted to shape with his own work, plasmare con la propria opera,
know show to pervade our conduct sappia pervadere le nostre condotte
and inspire all of us to do our best e ispirare tutti noi a fare, nel nostro
in our small way to let the West make piccolo, del nostro meglio, per far compiere
that new leap of civilization all’Occidente quel nuovo salto di civiltà
that the world awaits from it. che il mondo attende da lui.
19Thank you, Professor Kotler, Grazie, Professor Kotler, per tutto quanto for what you have taught us and welcome ci ha insegnato e benvenuto in our academic community. nella nostra comunità accademica. Alberto Mattiacci Alberto Mattiacci Professor of Marketing Professore di Marketing at Sapienza University of Rome. alla Sapienza Università di Roma
Lectio magistralis
Philip Kotler
The Importance of Advancing money and satisfying their donors.
the Common Good I identified 14 problems in our democracy
including voter suppression, gerrymandering,
“If we do not change the future, we shall be party polarization and gridlock, I discussed
compelled to endure it.” the best proposals for fixing each problem.
I have always felt deeply about the many As a marketer, I have always been interested
problems people face in living a good in how marketers persuade consumers
and rewarding life. So many people grew up to buy a company’s products and services.
with disadvantages of income, education, If marketers can influence us to buy
race, or gender. They had to work hard McDonald’s hamburgers or support
at an early age and never had the opportunity the Sierra Fund, marketers can help various
to get a good education or skills to earn organizations achieve their goals more
a good living. I wondered what concerned efficiently. A museum, for example,
citizens who cared about others could do can use marketing to attract more donors,
to help people fulfill their dreams more visitors, more favorable government
and potential. As a trained economist, policies toward museums. Marketers today
marketer, and activist, I focused my research are using their skills to market countries,
on how to help citizens make the world celebrities, ideas, and social causes.
a better place for more people. The problems My long term interest has been to use
of the world – poverty, hunger, drugs, my training in economics and marketing
poor education, and poor health – to advance the Common Good. The notion
are partly economic. That is why I studied of the Common Good originated
economics. In 2015, I published Confronting in the writings of Plato, Aristotle and Cicero
Capitalism in which I examined 14 problems over two thousand years ago. The aim
of Capitalism. I did not call for abandoning is to judge whether a human action or policy
Capitalism but finding ways to fix its problems. benefits the majority of people in a society.
If the policy benefits the majority, it should
In 2016, I published Democracy in Decline be approved. If the policy hurts the majority,
to point out that our politicians were it should not be approved. The underlying
not solving our problems either. idea is: “does the action or policy contribute
Their attention was riveted on getting elected to the greatest good for the greatest number.”
and reelected. This required money According to the philosopher, the purpose
and donors. Political candidates of a society should be “to defend and promote
were spending most of their time raising the general welfare.” The aim is not to raise
21the welfare of any particular group, and safe, financially secure, involved
such as the wealthy, or business owners, in protecting the environment, and contributing
or other elites. The quality of a nation should to their communities. The ultimate purpose is
be judged by whether any large group the welfare of humanity and civilization.
is so disadvantaged, or poor, or hungry
as to be a stain on the nation’s reputation. This task belongs not only to the government
but to business as well. What can companies
Some individuals will inevitably be hurt do to advance the Common Good?
by policies favoring the Common Good. What could government do to advance
Robert Samuelson observed: “We face the Common Good? What can nonprofit
a choice between a society where people organizations do to advance
accept modest sacrifices for a common good the Common Good?
or a more contentious society where groups
selfishly protect their own benefits.” Let me quote the great anthropologist,
Welfare economists propose that the majority Margaret Mead. “Never doubt that
who greatly benefit from a policy should a small group of thoughtful committed
consider offering reasonable compensation citizens can change the world. Indeed it’s
to those who are hurt. The Common Good is the only thing that ever has.” Most people
“what is shared and beneficial for all or most live busy lives. They have much
members of a given community.” We have to think about including the welfare
many heroes of the Common Good: of their family and friends. People have little
Mahatma Gandhi, Martin Luther King, time or energy to think about the welfare
Nelson Mandela, Eleanor Roosevelt, of others or the Common Good. We try
Abraham Lincoln, Ralph Nader, Al Gore. to vote in a government that deals
We have many organizations dedicated with the Common Good, so that citizens
to the Common Good - Greenpeace, Earth can take care of their own problems.
Watch, Environmental Defense Fund, It is unfortunate when an elected
the Nature Conservancy, and Anti-Nuclear government gets underfunded or politically
Movement. We have witnessed many and ideologically split preventing
movements for the Common Good – the government from solving problems
the Women’s Movement, the Labor Movement, for the Common Good. Who is to help
the Environmental Movement, the Peace workers get a living wage, or help refugees.
Movement, and the Civil Rights Movement. or fix infrastructure, or set sensible gun
control policies.
Activists and reformers advance
the Common Good by using the voting booth As long as government is spending so much
and such tools as dialogue, education, on the military and not enough on high
social marketing, social media, law, quality education and health for our citizens,
and many protest tools - boycotts, sit-ins, we desperately need the help of business
lock-ins, and marches. Each tool carries and nonprofit organizations. Companies
impact and risks. The goal is to bring like Unilever, The Body Shop, Ben and Jerry’s,
about a world where people are healthy Tom’s, Patagonia, and many others
22take corporate social responsibility seriously. and businesses think about the Common Good.
They have discovered that it is possible They want all their citizens to earn a livable
to make profits and do good at the same time. wage, gain a full education and skills,
We must replace “shareholder thinking” and have an excellent health system available
with “stakeholder thinking.” Stakeholder to everyone. Swedish businesses
thinking says that a business should focus do not just think about profit maximization.
on the well-being of all of its contributors: They think about the wellbeing
its customers, employees, suppliers, of their customers, employees and partners.
distributors and its communities. Their stance is one of progressive activism.
Through teamwork and sharing the profits, Sweden’s hero is Alfred Nobel who used
people not only benefit financially, his money for the public good. He set up
but benefit in having a common purpose annual prizes to be given to individuals
and a higher purpose. anywhere in the world who create
the best new scientific ideas, great
Our consumers are more educated today. new literature, and world peace advancement.
Their mobile phones allow them to compare
competing company offers. Customers care We applaud the organizations
not only for the lowest price but increasingly that were set up to make the world better,
they care about a company’s values. such as the Ford Foundation, the Carnegie
Does the company treat its workers well? Foundation and the Rockefeller Foundation.
Does the company care about polluting We applaud international organizations
our air and water? Does the company set up after World War 2 to pursue
deal ethically with its customers the Common Good - the United Nations,
in its ads and promises? Businesses The World Bank, and the International Bank
and governments around the world differ for Reconstruction and Development (IBRD).
greatly in their level of concern about
the Common Good. Let’s contrast Italy We have truly come a long way from
and Sweden. self-centered thinking. Tom Wolfe, the novelist,
dubbed the 70s as the Me Generation.
Italians find it hard to care about politics. Individualism, not community, was
The typical Italian first thinks about himself, on the rise. Christopher Lasch,
secondly about his family and friends, the American historian, described narcissism
third about his neighborhood and maybe as a social pathology. Remember the character
fourth about his city. As for thinking about Gordon Gekko in the 1987 movie Wall Street
government, there have been so many – he boasted “Greed is good.” However,
turnovers of Italian prime ministers every thesis produces its antithesis.
that many Italians see government as either Generation We began to appear.
comedy or tragedy. Very little gets done The Millennials, born between 1978
by government. and 2000, are spearheading a period
of sweeping change. Millennials care more
Sweden has a different view about family, values, and community.
of the Common Good. Swedish government Progressive change is possible.
23The columnist David Brooks posed the Civil Works Administration,
this question: To which layer of society the Works Progress Administration,
do you feel most attached: your neighborhood, the National Youth Administration
town, country, state, nation or humanity and several other agencies. This was
as a whole. Most persons in the world have a government willing to exert
a provincial mindset. They focus on making every effort to reduce the plight of people
a living, protecting their family, helping who had not done anything to deserve
their community. Their views are normally this pain. The same response
limited and fixed, having been shaped is justified when a people are crushed
by their parents, schooling and religion. by an environmental disaster
such as floods, hurricanes or tornadoes.
Yet every community will have some persons
who want to make the world better. Let me end by quoting the late Senator
They have a humanitarian mindset. Robert F. Kennedy:
They want to improve people’s lives “Each time a man stands up for an ideal,
and reduce human suffering. They tend or acts to improve the lot of others,
to be humane, unselfish, altruistic, generous, or strikes out against an injustice,
and compassionate. They are activists he sends forth a tiny ripple of hope.”
helping others, supplying drinking water
and distributing food. They want to see I want to thank Sapienza University of Rome
more collaborating and less competing; for conferring upon me the honor
more trust of people who come of this degree. I want also to thank
from different backgrounds. Professor Alberto Mattiacci, Former
President Franklin D. Roosevelt, President of the Italian Marketing Society,
in his 1941 address to the 77th Congress, for conducting the ceremony and helping
stated that people in all nations advance excellent marketing science in Italy.
should share four freedoms:
(1) Freedom of speech and expression
(2) Freedom to worship God
in his (or her) own way
Settore Ufficio stampa e comunicazione
(3) Freedom from want and
(4) Freedom from fear.
Roosevelt’s New Deal during
the terrible Great Depression of the 1930s
is a perfect example of government pursuing
the Common Good. Many U.S. citizens
became jobless and lost their homes
impaginazione:
and needed help.
Roosevelt established a whole set of agencies
to create jobs and give help:
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