Philip Kotler is an American management scholar and is known as
a leading authority on modern
marketing
. He has written numerous books, including “Principles of Marketing” and “Marketing Management.”
Philip Kotler’s most important accomplishment is that
he proposed
a framework
called STP
. In order to achieve consumer-oriented marketing,
the STP strategy
allows you to perform segmentation, targeting, and positioning, and analyze your company’s advantages. Many companies have
adopted STP as a basic marketing strategy
.
Kotler is also famous for proposing the 6P theory in mega marketing, the 7P theory in service marketing, and the 5A theory in his book Marketing 4.0.
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