Philip Kotler & Gary Armstrong

Philip Kotler and Gary Armstrong are prominent figures in the field of marketing. Kotler, often referred to as the "father of modern marketing," has significantly influenced marketing theory and principles through his writing, particularly his widely used textbook. Armstrong, a co-author with Kotler, has contributed to understanding marketing strategies and practices. Together, they emphasize the importance of understanding consumer needs, strategic planning, and the integration of marketing with overall business objectives. Their work guides businesses in effectively reaching and engaging customers, making their teachings foundational in marketing education and practice.