Kotler

Before Kotler, marketing was often viewed through the narrow lens of distribution and price. In his seminal work, Marketing Management

Kotler introduced several concepts that are now standard business vocabulary. kotler

. This framework taught businesses that they cannot be all things to all people. By segmenting the market into distinct groups, targeting the most viable segments, and positioning the product to occupy a unique space in the consumer's mind, companies can achieve a sustainable competitive advantage. Conclusion Before Kotler, marketing was often viewed through the