Principles of Marketing

Historical Context and Significance

Philip Kotler's «Principles of Marketing» is considered one of the most influential and authoritative works in the field of marketing. First published in 1967, it has become a classic textbook used in universities and business schools worldwide. Kotler introduced the concept of marketing as a comprehensive process involving market research, consumer needs analysis, and creating value for customers. His work significantly influenced the development of marketing strategies and approaches, making marketing an integral part of business education and practice. The book popularized concepts such as market segmentation, positioning, and the marketing mix (4P), which have become fundamental elements in the study and practice of marketing. Thanks to Kotler, marketing is now seen as a strategic function crucial to the success of any organization, changing business approaches and contributing to the development of consumer culture.