Profs. Kotler and Shalowitz publish 'tour de force'
8/12/2008 - Marketing 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.