These research were organized by three professors, two from Russia – professor Irina I. Skorobogatykh – now head of marketing department, professor Olga V. Saginova – head of comparative economics and entrepreneurial department at Plekhanov university and former post graduate student and co-author of professor Kotler – professor of university of Santa Clara (USA) – Karen F. Fox.
This visit of professor Kotler to Plekhanov Russian University of Economics was due to the personal invitation of professor Victor Grishin – rector of the University and also because the University Senate decided to award professor Kotler by the Honorary Doctor of Science Degree. This decision was made because of the professor Kotler contribution to marketing as a science, philosophy of business and professional thinking on the world arena. Professor Philip Kotler is famous all around the world as the author of more than 50 books, his “Marketing Management” book is translated in the main world languages, now this book has 14 editions, and prof. Kotler, and his co-author prof. Keller are working on the 15-th edition. Other books of professor Kotler are also widely used by professors of Plekhanov University’s marketing department. Among them are: “Marketing of hospitality and tourism”, “Marketing places”, “Marketing nations”, “Marketing professional services”, “Marketing museums”, “B2B branding”, “Strategic marketing for higher educational institutions” and many more.
During the visit of professor Kotler to Plekhanov Russian University of Economics, several events were organized. The Meeting of University Senate was organized for the special ceremony to award professor Kotler with the Honorary Doctor of Science Degree by Plekhanov University. The certificate and mantle where given to Professor Philip Kotler by Plekhanov University’s rector – professor Victor Grishin.
Professor Kotler during his ceremony speech explained that he had about 20 Honorary Doctors degrees from different universities and business schools from USA, Europe, but this award was very important to him, because this was the first award from a Russian university, and because of his Russian roots (his parents immigrated from the Russian empire before revolution 1917). He also mentioned that he decided to receive this award because of his perception of the research, educational, and publications activities of the first Russian marketing department. He also said, that he understood the opportunities for the Russian economy to grow, and he told, that marketing could help Russian businesses as well as state owned organizations to become famous not only in the local, but also in the international markets, especially in the area of IT-, Bio-, Nano-technologies, production of the specific products and services, which can compete with the well known international companies.
He also mentioned some Russian companies, who are not so well known in Russia, but play an important role in international markets. These companies can be called Hidden Champions (according to prof. H.Simon methodology). Professor Kotler explained that he was aware about the contribution of the professors from Plekhanov Russian University of economics to the international research project Hidden Champions in CEE and Turkey, which was initiated and sponsored by CEEMAN. Professor Kotler also told the audience that he was very proud when the author of Hidden Champions methodology prof. H. Simon had mentioned that in Russia the following representatives of marketing department of Plekhanov University of economics are contributors to this project: prof. Irina Skorobogatykh, prof. Olga Saginova, and prof. Zhanna Musatova.
After the ceremony, professor Kotler had a meeting with Plekhanov University marketing department’s professors and students; he answered questions and gave advice to professors and doctoral program students about importance of internationalizations for them in order to be recognized in the international educational and research arena. It can be done through mutual cooperation with advanced marketing professors abroad for conducting comparative research and prepare joint publications.
His advice for marketing professors was in several areas for further research and publications: Marketing and Finance, Marketing and IT, Marketing as a strategy for the company, Marketing orientation for the organizations. Professor Philip Kotler mentioned that the area of B2B marketing in the nearest future would be the most interesting area to find jobs and start professional marketing experience for graduates from Plekhanov University of Economics’ School of Marketing.
At the end of the meeting professor Kotler had a meeting with rector of Plekhanov Russian University of Economics, professor Victor Grishin; vice rector, professor Leonid Bragin, director of the center of International relations, professor Dmitry Shtykhno; Dean of Marketing school professor Asali Asaliev; vise-rector for educational services and informatization, professor Olga Grishina, and others. They discussed ways and approaches for further cooperation.
Professor Kotler asked Plekhanov University of Economics to be the Center of prof. Kotler scientific marketing heritage promotion in Russia.
This proposal is very symbolic, because of the fact that the first Marketing department at the oldest economic university in Russia are positioned as the primary educational and research center in the area of marketing in the country and well known among their international partners.
Dr.Prof. Irina I.Skorobogatykh (Ph.D)
Head of marketing department
Plekhanov Russian University of economics
Dr.Prof. Olga V.Saginova (Ph.D)
Head of Comparative economics and entrepreneurship department
Plekhanov Russian University of economics
Prof. Zhanna B.Musatova (Ph.D)
Professor of marketing department
Plekhanov Russian University of economics