and operations research-based models. Lilien is the author or co-author of 12 books (including Marketing Models with Philip Kotler) and over 80 professional articles. Marketing.0, kotler s New Values Based, model. Since graduating from college, I voraciously read a new marketing book every 10 days and in my library youll find several books by the father of modern day marketing, philip, kotler. Marketing Models - Gary Lilien, Philip Kotler Marketing.0 - Kotler s New Values Based Marketing Model Marketing models that have it due diligence checklist template stood the test of time Smart Some marketing models are digital-focused while others apply equally to digital and traditional forms of communication. For example, our own race model is designed specifically for digital marketing. Because of this, we ve just produced a new guide free for all members on digital marketing models specifically. Philip, kotler, an economist, devised a model that recognises customers have five levels of need, ranging from functional or core needs to emotional needs. The model also recognises that products are merely a means to satisfy customers varying needs or wants.