Kotler is author of the book "Ten Deadly Marketing Sins - Signs and Solutions."
By observing market environments, Kotler says, we can find ideas for new products and services. He defines the five market environments as
Kotler says that there are no industries that are so mature that they lack opportunities for new ideas. And while there are some products and services that are marketed as commodities, there's no reason for any company to treat their products or services that way.
Finding new software development opportunities is good software marketing.