INSIGHT and Publication

Philip Kotler's article column

2024-02-01

Prof. Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management in Chicago. He is hailed by Management Centre Europe as "the world's foremost expert on the strategic practice of marketing."

Tiger Cao：The AI² Model for B2B Brand Building

2024-04-24

The content of this article is extracted from the speech of Dr. Tiger Cao, a Global Partner of Kotler Consulting Group and CEO for China and Singapore, during the "Winter is Gone, Spring is Coming: 2023 Annual Review and Planning Online Summit for B2B Marketers” conference.

Tiger Cao：Shaping the B2B Brand, the Key to Success.

2024-04-25

Tiger Cao emphasized that branding empowers buyers to make informed decisions and serves as the driving force behind sales empowerment. It transcends basic product indicators, functions, and performance, instilling value in trust and fostering a culture of continuous innovation.

The Core Value: ‘Profitably’ Meeting Customer Needs

2024-04-25

The mission of a company is to create customers! In today’s fast-evolving technological landscape, we need to prioritize ‘human-centered’ marketing even more. Let’s not overlook that the starting point of remarkable brands stems from the heartfelt, human touches that resonate with people’s desires and aspirations for a better life.