Philip Kotler Marketing Definition. Philip kotler is known around the world as the “father of modern marketing.” for over 50 years he has taught at the kellogg school of management,. In confronting capitalism, kotler insists that marketing has the potential to drive the kind of growth that improves people’s lives without creating excessive inequality or damaging the planet.
The 12 th edition of this popular text continues to build on four major marketing themes: Wants, individual decisions, and the latest marketing trends.