Who put forward a brand-new concept of overall marketing?

It was philip kotler who put forward this concept.

Kotler expanded the definition of marketing, from simply meeting the needs of customers to meeting the multiple interests of customers, companies and society.

This emphasizes the importance of marketing activities in achieving enterprise goals and highlights the interaction between enterprises and the external environment. Kotler emphasized the importance of internal marketing, that is, treating employees as internal customers, ensuring smooth internal communication and improving employees' satisfaction and sense of belonging.