DENZIL PERERA REFLECTS ON HIS PROFOUND MEETING WITH PROF PHILIP KOTLER IN CHICAGO

Rediscovering the 6Ps and Adding a Sri Lankan Layer of Peace

Prof Kotler guided me through his evolving 6Ps model, which he sees as a natural progression from the traditional 4Ps and the widely taught 7Ps. He explained that modern marketing must begin with Purpose, activated by People and strengthened through Partnerships. It must operate through Peace, meaning organisational and societal harmony, and must respect the Planet through sustainability. When these principles work in balance, Prosperity becomes the natural outcome.

Listening to him, I offered a Sri Lankan perspective on the Peace pillar by expanding it into three layers. Peace within the organisation, peace of mind for customers and citizens, and peace in the world. Prof Kotler immediately welcomed this refinement. He emphasised that present day marketing must also promote ideas and values, not only commercial products. The suggestion of peace marketing, where businesses consciously contribute to social harmony, resonated strongly between us.

Why B2B Deserves a Larger Place in Sri Lankan Marketing

Although my visit centred on the consumer focused Sri Lankan edition of Essentials of Modern Marketing, Prof Kotler firmly pointed out that the world continues to underestimate the significance of business to business activity. Behind every strong consumer brand lies a vast network of suppliers, producers and service partners. He noted that marketing education often places excessive weight on consumer branding, even though the larger volume and greater economic impact is found in the business to business domain.

He encouraged me to take on the task of creating a Sri Lankan adaptation of B2B marketing. It was clear to both of us that this is an area where Sri Lankan marketers can gain immense value and where the country can position itself as a regional leader.

Positioning Sri Lanka in the Global Consciousness

Our conversation flowed naturally into nation branding. Prof Kotler shared examples of how countries such as Singapore, Malaysia and Indonesia have built strong and clear identities that the world recognises with ease. He encouraged Sri Lanka to claim its space by projecting its strengths in culture, hospitality, wellness, mindful living and marketing innovation. We spoke about the potential for tourism, hospitality education and restorative travel experiences to become pillars of a renewed national identity. Together, we agreed that nation branding is not simply about promotion but about telling a country’s story with clarity and continuity.

Honouring Kotler and Building Centres of Thought in Sri Lanka

One of the most moving moments came when Prof Kotler expressed his gratitude that Sri Lanka was the first country to declare his birthday as National Marketing Day. I then shared emerging plans to establish a Mindfulness Study Centre and a Sustainability Centre in Sri Lanka in his honour. These initiatives are closely aligned with his present work on mental wellbeing, social regeneration and ecological responsibility. He encouraged these efforts, noting that marketing has a vital role to play in promoting mindfulness, emotional wellness and community connectedness.

Mindfulness, M2M and the Future of Intangible Value

Our discussion soon turned to mindfulness, a field that has become increasingly influential in the West. Prof Kotler noted that ideas such as peace and mindful living are becoming important economic drivers and educational themes. We revisited my earlier work on mind to mind marketing, and he affirmed that modern marketers are moving away from selling objects and moving towards shaping ideas, values and emotional experiences. For me, this reaffirmed that intangible marketing will be a defining feature of emerging professional thought.

The Importance of Collaboration

I shared several new ideas that I hope to develop further. Prof Kotler responded with openness and encouragement. This spirit of collaboration echoed the Partnerships pillar of the 6Ps. We agreed that the future business landscape must place greater value on cooperation rather than rigid competition. Joint educational programmes, regional collaborations and shared research platforms emerged as potential avenues for Sri Lanka to elevate its marketing community.

Why This Meeting Will Stay With Me

As I reflected on the encounter, it became clear that this meeting carried meaning far beyond its initial purpose. It was a moment of giving back, as Sri Lanka offered its own edition of a globally recognised text to the man who shaped countless marketing professionals. It was also a commissioning, as Prof Kotler encouraged me to localise B2B thinking for Sri Lanka. It was a validation, as he expressed deep appreciation for the national honour Sri Lanka had bestowed on him. And it was a strategic dialogue on how Sri Lanka can craft a stronger and more consistent global identity.

The Spine of Our Conversation

If I were to reduce the meeting to a single lesson, it would be this:

Begin with a clear purpose, work with people, build partnerships, foster peace, protect the planet and prosperity will follow.

This arc of Purpose, People, Partnerships, Peace, Planet and Prosperity represents the essence of Prof Kotler’s present thinking. I left Chicago inspired not only by his wisdom but by the opportunity to localise this framework for Sri Lanka. It is my hope that these ideas will help guide the next chapter of Sri Lankan marketing with clarity, responsibility and renewed purpose.