Philip Kotler is Father of Marketing. Full Stop. No arguments there. His concepts transcend the boundaries of one business and are regarded as norm in discussions. His research gave us the touch points of marketing which are now a full fledged course in most of the business schools.
4P’s to 6p’s to 8P’s. His STP approach. Segmentation, targeting and positioning. His CLV theory. Customer Lifetime Value. His research methodology. This all combines to land a punch on marketing personnel to think better and have a deeper understanding.