2. Philip KotlerPhilip Kotler is considered by many to be the "father of marketing". This is one of the reasons I chose to research this important intelligent man. I found it interesting to read his books and articles because in doing so I discovered how his contribution to marketing was different from that of other scholars. I think this is due to a matter of opinion and how one views the business world. Kotler was born May 27, 1931 in Chicago. He studied Economics in college and received his master's degree from the University of Chicago and from there received his doctorate. at the Massachusetts Institute of Technology. He subsequently did “postdoctoral work in Mathematics at Harvard University and in Behavioral Sciences at the University of Chicago.” It is obvious to see how he put a lot of effort into getting an education. This is one of the reasons why I believe he empowers me and other students to write an essay about him as we can very much identify with his desire to achieve great things in life. Kotler has received numerous honors and awards over his years. I believe the most important award he received was the 1985 "Distinguished Marketing Educator Award" from the American Marketing Association (AMA). According to the results of a survey conducted in 1975, he was considered the "marketing leader" by the AMA's academic members. From the above it is clear from the beginning that he was an intelligent and well-educated man. Kotler made an enormous amount of contributions to marketing. My goals in this article are to outline the major contributions Kotler makes to the world of marketing. He talked about the future of marketing and what it has in store for us. He also talks a lot about the difference between sales and marketing and how he believes they are "enemies." In his opinion... middle of paper ......he argues that there is no time to focus on the future and what's in store for the company. However this is acceptable because this is why the second department came into use. Therefore the second department deals with the future of the company. We try to come to conclusions about what direction the company will go in three or five years from now. In my opinion, separating marketing into two departments is a very smart idea as people can focus on one particular job instead of many, this makes the job simpler and clearer for employees. Kotler explained that the idea came from an American multinational called "General Electric" (GE) which hired a person to help it find out what will happen in the kitchen in the next three to five years. The main purpose of this idea is to create a brighter and more predictable future for businesses.