Philip Kotler - Kotler on Marketing (1999)

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Today's smart marketers don't sell products; they sell benefit packages. They don't sell purchase value only; they sell use value.

Philip Kotler

No company in its right mind tries to sell to everyone. Gillette does not try to sell razor blades to preteens, and Kimberly-Clark doesn't try to sell its Huggies to childless families. A savvy steel company doesn't try to sell steel to every steel-using company.

Philip Kotler