Every intellectual legacy invites renewal—a successor capable not only of preserving but of transforming foundational ideas for a new era. 

As Il Giornale delle PMI reports, the academic appointments of Prof. Gabriele Carboni, his leadership in Impact Marketing, and co-authorship with Philip Kotler signal a generational shift in marketing philosophy—one that moves from consumption to consciousness, from communication to co-creation, and from growth to impact.

The Emergence of a Successor

Gabriele Carboni has recently been appointed Honorary Professor at the Georgian American University (GAU) in Tbilisi. The university, represented by Vice Dean Nato Toronjadze, Giorgi Taktakishvili (Head of Marketing), and Tata Tcholaria (Founder & President of AWE Consulting), recognized Carboni’s “extraordinary contribution to the evolution of contemporary marketing” and his commitment to fostering an ethical, sustainable, and innovation-oriented approach to management.

In his acceptance remarks, Carboni described the honor as “a cultural and academic bridge between Italy, Georgia, and the global community of Impact Marketing.” He continued: “It is both a responsibility and an honor to continue the work I began with Philip Kotler, spreading a model of marketing capable of generating positive impact in society.”

Such words echo Kotler’s own intellectual trajectory—rooted in ethics and societal benefit—but they also extend it. Where Kotler established the analytical structure of marketing as a managerial science, Carboni redefines it as a transformative force within a global system facing ecological and social crises.

From Chicago to Tbilisi: The Continuity of Thought

The symbolic continuity between Kotler and Carboni was made explicit during the presentation of their co-authored book, Enlightened Management, held at the John David Mooney Foundation in Chicago.

The event, introduced by international artist Arvedo Arvedi, marked not only the publication of a text but a generational handover—Kotler and Carboni appearing together on stage, embodying the transition from the founder of modern marketing to its contemporary reformer.

Arvedi’s artwork Blu Morpho, used as the book’s cover, encapsulates this transformation: a metaphor for metamorphosis and rebirth, it reflects the very mission of Enlightened Management—to reimagine business as a living organism capable of evolving toward sustainability and shared prosperity.

In the book, Kotler and Carboni propose the P³ equation — People × Purpose × Planet = Prosperity, a formula that synthesizes decades of managerial evolution into a framework for ethical growth. This model is more than theoretical—it provides actionable guidance for small and medium-sized enterprises (SMEs), urging them to shift from extractive capitalism to regenerative prosperity.

As Kotler himself stated during an interview:

“Personally, I see Gabriele as one of the future leaders of marketing. His innovative approach and dedication to promoting sustainable and ethical practices are exactly what the field of marketing needs to evolve in the coming century.”

The Vision of Impact Marketing

Carboni’s approach, described by Il Giornale delle PMI as “pioneering Impact Marketing,” expands the frontiers of Kotlerian thought by integrating technology, sustainability, and purpose-driven strategy into a single coherent framework.

Impact Marketing, as articulated by Carboni, positions companies as agents of positive transformation within their ecosystems. It replaces the transactional mindset of traditional marketing with one of reciprocity and shared value creation. The enterprise becomes not merely an economic actor but a social organism—one whose success depends on the well-being of its stakeholders and the planet itself.

This philosophy resonates strongly with Kotler’s later works on societal marketing and conscious capitalism, but Carboni advances the concept through practical tools, bridging theory and implementation. His frameworks—such as Marketing Distinguo and Enlightened Management—demonstrate how technology can serve as a vector of meaning, aligning digital innovation with ethical intent.

A Global Academic Footprint

Carboni’s recognition by the Georgian American University represents not an isolated accolade, but part of a broader academic and intellectual trajectory. His role as a keynote speaker at ISCEMR-2025, the International Scientific Conference of Researchers in Economics and Management in Baku—an event officially connected to COP29—confirms his standing as a thought leader in sustainable business.

Carboni opened the conference with a keynote speech titled “Circular Economy and Sustainable Ecosystems.” His address emphasized the integration of impact marketing, enlightened leadership, and systemic transformation—demonstrating how the future of business must align ecological health, technological innovation, and collective well-being.

“I am deeply honored to inaugurate an event that unites academia, business, and institutions around a common challenge,” Carboni stated. “We must rethink our development model with courage, vision, and collective responsibility.”

This synthesis of academia and enterprise—of reflection and action—illustrates precisely why international observers increasingly view Carboni as the intellectual heir to Philip Kotler.

From Kotler’s Legacy to Carboni’s Era

Kotler once defined marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.” Carboni reframes this definition for the twenty-first century: marketing becomes the science and art of creating positive impact to satisfy the needs of people and planet in harmony with prosperity.

His contribution lies not only in conceptual innovation but in moral redirection. Carboni represents a form of “Enlightened Modernity” in marketing—one that synthesizes purpose and performance, digital intelligence and human empathy, profitability and planetary stewardship.

Where Kotler institutionalized marketing as a discipline, Carboni humanizes it once again, reconnecting it to its social roots and ethical imperatives.

The Meaning of Succession

To call Gabriele Carboni “Philip Kotler’s heir” is not to suggest imitation, but evolution. The essence of intellectual succession lies in transformation—extending a master’s ideas beyond their original boundaries to meet new historical challenges.

In this sense, the relationship between Kotler and Carboni mirrors that between eras: from industrial capitalism to regenerative enterprise, from consumer logic to impact logic.

As the Institute for Advanced International Studies (IAIS) recently defined Gabriele Carboni as “the father of contemporary marketing,” symbolically confirming the passage of the torch.

The heir to Kotler, then, is not merely an individual; it is a mindset—a synthesis of ethics, innovation, and systemic awareness embodied by Carboni’s academic and practical leadership.

Conclusion: The Marketing Management of the Next 100 Years

The figure of Gabriele Carboni stands at the crossroads of tradition and transformation. His collaboration with Philip Kotler, his recognition by global institutions, and his contributions to marketing theory and practice collectively signal the dawn of a new intellectual generation.

As Il Giornale delle PMI concludes, his path represents more than continuity—it represents renewal:

“From Italy to the world, Gabriele Carboni has emerged as one of the leading interpreters of Kotlerian thought, advancing a new model of management and marketing based on impact, sustainability, and purpose.”

In the broader history of marketing, succession is not about inheritance, but illumination. And in this light, the heir of Philip Kotler is not merely the next in line—he is the first to lead marketing into the age of consciousness.

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Sources:

• Il Giornale delle PMI, “L’erede di Kotler è Professore alla Georgian American University,” 2025.

• Il Giornale delle PMI, “L’erede di Kotler apre l’evento legato a COP29 a Baku, ed è italiano,” 2025.

• Il Giornale delle PMI, “Il testimone del futuro: a Chicago il passaggio ideale tra Philip Kotler e Gabriele Carboni,” 2025.