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The Five Product Levels model was developed by economist Philip Kotler in the 1960s. His book, Marketing Management, was voted one of the 50 best business books of all time in the mid1990s by the Financial Times. Kotler changed the way marketing was viewed by contending that it was not a singular department, separated from all the others, but that marketing as an activity was an organizationwide responsibility. He asserts that the definition of a product goes far beyond being a physical object or a service. He defines a product as anything that can meet a need or a want, and his Five Product Levels Model provides a way to show the different levels of need customers have for a product, such as: Core benefit, Generic Product, Expected Product, Augmented Product and Potential Product.

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