Who is Philip Kotler?

To sum it up, this great North American Professor is the creator of

Marketing as a field of academic study.
It’s quite so! Thanks to Philip Kotler universities all around the world now
include Marketing in their academic programs. Born in Chicago, Illinois,
this renowned author has been the International Marketing chair
holder at Northwestern University since 1988, one of the most
important business centers of study in the world.
Below you can see some key information on this Modern Marketing
Figure:

Principle Marketing concepts explained by

Philip Kotler
As we said much earlier, to get the most out of Marketing and bring some
real advantages to your business there’s nothing better than reviewing
the principle concepts from the mind of the most renowned scholar in
the world:

Marketing Definition Kotler: What is Marketing?

As Philip Kotler explains in his book Marketing
Management, “Marketing is an administrative and social process
through which individuals and groups obtain what they need and desire
by the generation, offering and exchange of valuable products with their
equals”.

What is Segmentation?
For Kotler and Armstrong, the authors of Principles of
Marketing, segmentation is acknowledging that you can’t serve all
clients with the same level of satisfaction. This way, in order to provide
the greatest satisfaction possible, it’s necessary to define a “Target
Market”.
So, a Target Market “consists of a set of buyers who have common needs
and/or characteristics to those that the company or organization
decides to serve”. And this precisely points to advertising on Facebook,
which offers detailed segmentation through personalized
announcements.

What is Positioning?
According to Philip Kotler, Positioning is making your target audience
know exactly how you differ from your competitors. “For example, in
Starbucks case, you will see that not only do they ensure that the coffee is
fresh and that the product has what it takes, but also that they add so much
more”.
So, as the author points out with the Starbucks example, “Their position is
giving a better coffee, more varieties to choose from and a completely
pleasant experience in a place where you’ll enjoy having a coffee”.