The father of market management is credited to Philip Kotler, who is considered the world's foremost professional on the subject. With his unique approach to global marketing, he made strategic marketing and managerial decisions that lead to the birth of market management. He developed the four Ps of marketing, popularly known today as product, place, price, and promotion. He is often credited with the invention of "target marketing," a strategic approach to targeting different market segments with the most appropriate message and product-offering, and has authored or co-authored over 50 books on marketing, business administration, consumer behavior and communication. He was a pioneer in introducing the ideas of ‘social marketing’, in which marketing techniques are used to modify consumer behavior for the benefit of society. Philip Kotler is still active in the marketing field and remains a major figure in marketing globally.
