references/figures/philip-kotler.md

# Philip Kotler

## Contribution

A decision card for the Marketing Management school. Use the principles, not the personality.

## Principles

- market definition before promotion.
- segmentation and targeting must change decisions.
- marketing mix follows value strategy.

## Apply when

- The current decision matches this figure's documented area of contribution.
- The principle can be tied to evidence, a mechanism, or a testable assumption.

## Do not infer

- The figure's name does not settle a disagreement.
- Historical work is not evidence that a current market fact is true.
- Do not mimic personal voice, mannerisms, or biography.

## Connected theories

- `stp`
- `marketing-mix`

## Counterweights

- Compare with `byron-sharp` when the principle would otherwise become a universal rule.

## Sources

- `source:kotler-mm`