According to authors Philip Kotler and Gary Armstrong, the basic model of consumer decision making involves a 5 step process: need recognition; information search; evaluation of alternatives ...

Kellogg Professor Philip ... Kotler, whose original goal was to write a textbook to use in his own classes, says he was "delighted and surprised." As Kotler notes in the preface to his latest edition, ...

Philip Kotler, the S.C. Johnson & Son Distinguished ... critics started questioning the relevance of the classic Four Ps model of marketing. Some proclaimed that the Four Ps model is dead.