Philip Kotler is widely recognized as the "father of modern marketing." He has been a professor at the Kellogg School of Management at Northwestern University for over 50 years and is known for his influential textbook Marketing Management , which is the most widely used marketing textbook globally
. Kotler popularized key marketing concepts such as the marketing mix (the "4 Ps": product, price, promotion, and place) and expanded the field to include social marketing and societal marketing
. His work transformed marketing from a minor business function into a central discipline focused on customer value and strategic decision-making
. Many scholars and the American Marketing Association regard him as the most influential marketer of all time
