Kotler -

: Dividing the large, diverse market into smaller, distinct groups of buyers with similar needs.

Before Kotler, marketing was often equated with selling or advertising. Kotler argued that marketing’s primary role is not to sell what a company makes, but to make what a company can sell. He introduced the , balancing company profits, consumer satisfaction, and public interest. kotler

: In his landmark 1969 essay with Sidney Levy, Kotler argued that marketing principles should apply not just to soap and cars, but to non-profits, political parties, and social causes. : Dividing the large, diverse market into smaller,