Philip Kotler - Marketing Management (1967)

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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

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

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