ABSTRACT
Philip Kotler is the best-known writer on marketing in the world today. His contribution has been to change the way marketing is perceived, to move it from being a peripheral activity undertaken by an often isolated department to being a core activity which should feature in the thinking and actions of every department and every manager. Previous writing on marketing had tended to focus on what marketers do. Kotler changed the focus to the study of what marketing is, and in so doing demonstrated the central relevance of marketing to business in incontrovertible terms.
