Marketing “guru” Professor Philip Kotler′s address to a business school graduation ceremony exposed some of his views on issues such as the marketing and positioning of business schools, marketing strategy, and employee involvement in marketing. An anecdotal piece.

Purpose – This analysis aims to examine the need of business‐to‐business companies for branding and analyzes the options for success by means of the stock performance. Design/methodology/approach – The paper consists of a qualitative and quantitative pilot study and a quantitative main...