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.

Despite his influence, Kotler’s framework faces valid critiques in the 2020s:

Kotler’s model explains that a product is more than just a physical object; it is a hierarchy of value that satisfies customer needs: