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five product levels

 
 
model's image

characteristics

author:
Kotler, Philip
country:
United States
period:
1969
type:
model
role:
consultant and manager
activity:
analyse and design
topic:
technology & operations and marketing & sales
abstr. level:
environment
perspective:
rational
status:
final
module:
classics I
comments:
0
 

description:

In the 1960's, the economist Philip Kotler changed the perception of marketing. He described what marketing is rather than what marketers do, thereby changing marketing from a departmental specialisation into a corporate wide doctrine. For Kotler, marketing was a 'social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with o...

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