Philip Kotler is recognized worldwide as the father of modern marketing, thanks to his model of the 4Ps: Product, Place, Price and Promotion. Today he tells us what to add to this model to be ...

Philip Kotler ("the father of modern marketing") and co-author Waldemar Pfoertsch argue that "performance branding" is reshaping B2B marketing by ...

This article presents the concept of performance branding and discusses its importance in the B2B landscape. It traces the history of branding from a marketing tool to a strategic asset that promotes ...

When I initially studied Principles of Marketing by Philip Kotler at university, it felt like I was given a compass for navigating the business world. For more than 25 years, as both an assistant ...