It’s not every day you get to hear from a living legend.

This episode features the Godfather of modern marketing, Professor Philip Kotler. Professor Kotler has written 80 books, spent 50 years unpacking how and why marketing works, and evangelized core concepts like the 4 Ps.

In addition to a masterclass in classic segmentation, targeting and positioning, in this interview Professor Kotler discusses:

• Why your company should have a higher purpose
• The goal of his magnum opus, “Marketing Management”
• A personal primer to the 4 Ps
• Why companies should care about social problems 
• What good brand evangelism looks like
• Two examples of great leadership
• The inside scoop on “H2H” marketing