Professor Philip Kotler is a writer, author, academic and one of the most influential people in modern marketing. The so-called “father of modern marketing” helped create the template for marketing today. His 1967 text book Marketing Management introduced much needed rigour to the discipline. He also helped popularise the 4Ps of marketing, while his definition of the core purpose of marketing is used as much in 2019 as ever. In this wide-ranging interview, Kotler discusses: - Brand purpose and the key to differentiation - The biggest influence on his career - Why he didn’t become a CMO - The problem with capitalism - The limitations of mass marketing