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.

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