Philip Kotler - Marketing (1990)

12 Sourced Quotes

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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
Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value. It is the art of helping your customers become better of.

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
The best way to hold customers is to constantly figure out how to give them more for less.

Philip Kotler
Good mission statements focus on a limited number of goals, stress the company's major policies and values, and define the company's major competitive scopes. These include:

Philip Kotler
Companies pay too much attention to the cost of doing something. They should worry more about the cost of not doing it.

Philip Kotler
The good news is that marketing takes a day to learn. The bad news is that it takes a lifetime to master!

Philip Kotler
The sales department isn't the whole company, but the whole company had better be the sales department.

Philip Kotler
The art of marketing is largely the art of brand building. When something is not a brand, it will be probably be viewed as a commodity.

Philip Kotler
Authentic marketing is not the art of selling what you make but knowing what to make! It is the art of identifying and understanding customer needs and creating solutions that deliver satisfaction to the customers, profits to the producers, and benefits for the stakeholders. Market innovation is gained by creating customer satisfaction through product innovation, product quality, and customer service. It these are absent, no amount of advertising, sales promotion, or salesmanship can compensate.

Philip Kotler
Poor firms ignore their competitors; average firms copy their competitors; winning firms lead their competitors.

Philip Kotler
The theory of marketing is solid but the practice of marketing leaves much to be desired.

Philip Kotler