Philip Kotler

American marketing theorist at Northwestern's Kellogg School who codified marketing as an academic discipline and wrote the most widely used marketing textbook in history.

Marketing Management: the standard academic marketing textbook (16 editions, translated into dozens of languages). The 4 Ps: product, price, place, promotion — codified into a teachable framework. Social marketing: applying marketing techniques to social causes. Kotler on Marketing: distillation of decades of practice.