Philip Kotler Quotes

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:

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

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.

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

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.

Marketing management is the analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.

The organization's marketing task is to determine the needs, wants and interests of target markets and to achieve the desired results more effectively and efficiently than competitors, in a way that preserves or enhances the consumer's or society's well-being.

Good companies will meet needs; great companies will create markets.

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.

Is marketing management an art or a science? Some marketing observers maintain that good marketing is more of an art and does not lend itself to rigorous analysis and deliberation. Others strongly disagree and contend that marketing management is a highly disciplined enterprise that has much in common with other business disciplines.

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.

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