Philip Kotler: The Father of Modern Marketing

Philip Kotler, a pivotal figure in marketing, transformed it from a peripheral business activity to a core function. His academic background in economics allowed him to apply analytical rigor to marketing. Kotler's four big ideas—marketing as a core function, focusing on customer needs, marketing as exchange and communication, and the concept of five product levels—revolutionized the field. He also advocated for a balance between global and local marketing strategies, known as glocalization. Kotler's extensive publications and teachings have left a lasting impact on marketing practices worldwide.

What does Kotler mean by focusing on customer needs?

Describe the five product levels according to Kotler.

What was the argument between Kotler and Theodore Levitt regarding global marketing?