This must be the worst book Kotler has written! A lot of answers in interview form, that could have been interesting if they were during a discussion between marketing professors, where different views could have been put forward and debated, or followed up on. Now, it is only an aging old professor that makes all his presumptions and personal views official, as it that would constitute wisdom?

Read something else (even Kotler has better books), that makes you think and is logical.