left, and Kotler combine their medical and marketing
© Nathan Mandell
Kotler and Shalowitz publish 'tour de force'
is the lens through which Kellogg Professors Philip
Kotler and Joel
Shalowitz '82 examine the healthcare industry in their
new book. The text, Strategic Marketing for Health Care
Organizations: Building a Customer-Driven Health Care System
(Jossey-Bass 2008), offers detailed steps that practitioners
can take to apply marketing frameworks in a variety of health
contexts — including hospitals and physician practices,
as well as in the pharmaceutical and biotechnology sectors.
The book has received praise from healthcare experts, including
Harvard Professor Regina Herzlinger who calls it a "tour
de force." Shalowitz, a physician, is also professor
and director of Health Industry Management. Kotler is the
S.C. Johnson & Son Professor of International Marketing.
He is widely acknowledged as one of the world's preeminent
marketing scholars, a fact recently underscored by his being
named among the top business thinkers in a survey conducted
by The Wall Street Journal. The ranking, based on Google
hits, media mentions and academic citations, placed Kotler
sixth among an array of internationally influential figures,
including CEOs, writers and educators.