Philip Kotler is also known as the world famous marketing-guru. He recently attended an event organised by Sri Lanka Institute of Marketing and his advice to marketers and the government is to be less cost driven and more costumer driven. The marketing bible: Marketing Management written by Kotler, is the world’s most used graduate level textbook in marketing.

His other textbooks include Principles of Marketing and Marketing: An Introduction that are also widely used around the world. He believes that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes.

Kotler has been consulted by many large companies, including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, Samsung, Coca- Cola, Hyundai and Motorola in the areas of marketing strategy, planning and organization as well as international marketing.