Drucker believed that only two things matter when it comes to creating a customer: innovation and marketing. Classic marketing training posited that to create a customer Marketing owned 4 P's: Product (the offer), Price, Promotion (the content, channel, and touch points), and Place (the means by which customers purchased the product). Let's take the conversation down one more path – marketing's purpose. Per Phil Kotler, Marketing's purpose is to find, keep and grow the value of customers. In summary our logic chain is.