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.

— Philip Kotler

The most special Philip Kotler quotes that will activate your desire to change

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


The best advertising is done by satisfied customers.


Marketing takes a day to learn. Unfortunately, it takes a lifetime to master.


Every business is a service business. Does your service put a smile on the customer's face?


There is only one winning strategy. It is to carefully define the target market and direct a superior offering to that target market.


The successful salesperson cares first for the customer, second for the products.


Companies pay too much attention to the cost of doing something.

They should worry more about the cost of not doing it.


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


Today's smart marketers don't sell products;

they sell benefit packages. They don't sell purchase value only; they sell use value.


The key to branding, especially for smaller firms, is to focus on a limited number of issue areas and develop superb expertise in those areas.


A great leader is one who surrounds himself with great people who then, collectively, innovate and implement with success. If he tries to do it all by himself, he is an egotist and likely to fail.


Every company should work hard to obsolete its own product line - before its competitors do.


About Philip Kotler

Quotes 75 sayings
Profession Author
Birthday May 27, 1931

Competitive advantage is a companys ability to perform in one or more ways that competitors cannot or will not match.


Marketing is the set of human activities directed at facilitating and consummating exchanges.


There is no such thing as a commodity. It is simply a product waiting to be differentiated.


Whenever someone wonders how I could have written 57 books, I remind them that Isaac Asimov wrote 500 books. I like Asimov's view that great insight comes from seeing something as odd and finding out why. Curiosity is the starting point for great science.


I believe in the triple bottom line: people, planet, and profits.

I would make sure to hire the best people and pay them more than my competitors. I would encourage their participation in decision making and hope that they can feel free to disagree with me.


When it comes to efficiency and effectiveness, I would always start with effectiveness. I am interested in achieving a certain outcome. Only secondarily do I worry about achieving it as efficiently as possible.


One of the major causes of poverty is a lack of family planning.

Governments and nonprofit organizations need to encourage poor people to use birth control so that they don't have unexpected babies, which will only make poorer families poorer.


I admire firms that have achieved a real differentiation from their competitors.

Nike is all about mastering sports. Apple is all about creating technologies to make life easier and better. Audi is is all about introducing new technologies to make automobiles safer and better performing.


Great insight comes from seeing something as odd and finding out why.


People are more comfortable with the familiar.

It takes selling a big dream that comes with excellent income possibility to get someone to leave his or her comfort zone.


The key solution is to invest in innovation and entrepreneurship within the company. Reducing waste - although probably not eliminating it - and do so at all levels of government would probably generate the capital needed. Alas, that will probably not happen because it makes too much sense.


Every company that manufactures something is causing some damage either to the soil or water or air. Most companies treat these as externalities. But the growing movement of sustainability calls for companies to internalize these costs. Once companies do this, they will have a strong incentive to reduce their carbon footprint.


We should tax every company's carbon footprint and the carbon footprint of every building and home, to incentivize people to reduce their carbon footprint.


Too much of the income gains go to too few people, even though all of the stakeholders worked together to make their companies successful. By failing to put enough income into more hands, the GDP grows slower and consumers manage to meet their needs by incurring high levels of debt.


In America, we are not lacking solutions.

We are lacking a two-party system that is willing to agree on solutions. Part of this is due to rigid ideological positioning that substitutes for really thinking about the facts and solutions.


The most common conception of Capitalism is that it is an economic system consisting of privately owned businesses and large corporations that are run for profit. The profit comes from running the business efficiently and keeping the products and services up to date and competitively priced.


I have always favored Capitalism as the best economic system and Democracy as the best political system. They both have the most potential for improving the lives of people. However, both systems need to be reexamined and refreshed so that, in fact, they do serve the majority of people.


Curiosity is the starting point for great science.


There is much work to do to protect forests from over-timbering and oceans and lakes from over-fishing. We need to encourage and reward companies that create jobs to reduce the carbon footprints of offices and buildings and homes.


Thomas Edison had great visions (for lights, music players, movies, etc.

) but he knew they didn't count until he could make them work. His statement that creativity is 99% perspiration makes that point. Consider how much time he spent trying to make a synthetic rubber material for tires and never stopped trying but he never succeeded.


Many great ideas need refreshment and deeper analysis.

"Freedom," for example, is a great idea but it has become a cliché.


Our infrastructure of bridges, roads and ports has been given a D-level rating by many civil engineer societies. The government should shift some money from the Defense budget and hire companies to fix our infrastructure. As for non-construction workers, we need to do job retraining in those growing areas where more skilled workers will be needed.


The art of marketing is the art of brand building.

If you arenot a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.


When managers overdo micromanaging of others, they probably hired the wrong people or failed to give them a clear idea of what each one is to accomplish. I prefer to train employees to be self-managers, just as in an orchestra each performer knows his or her role without being micromanaged.


Integrated marketing communications is a way of looking at the whole marketing process from the view point of the customer.


In working on any one problem, such as higher minimum wages, so many other issues come into play, such as some businesses possibly closing down, thus creating fewer jobs and more unemployment and incentivizing companies to import more goods from abroad, which leads to even less employment at home, and so on.


Our legislators have become a set of "whores" open to the highest bidders.

The problem is that if we try to limit lobbying, we are in effect limiting free speech.


Good customers are an asset which, when wellmanaged and served, will return a handsome lifetime income stream for the company.


People who lack material wealth, who are poor, won't be very happy.

They will be obsessed with meeting their bills at pay day. And people who have an abundance of material goods are often not happy.


The CEO announces that the purpose of the firm is to improve the lives of the customers and the lives of the firm's stakeholders and the quality of the planet. The company will give fair compensation to all the stakeholders and the CEO will not earn more than 20 times the median income of his employees. He will want his employees to rate him, just as he also has to rate them.


Strategy is indeed about choosing what not to do as well as what to do.

A business unit needs to decide what need it aims to satisfy in what group of people and with what value proposition that distinguishes the business from its competitors.


It is no longer enough to satisfy your customers. You must delight them.


Marketing is a race without a finishing line


A country's middle class is its bedrock.


I admire companies that have a purpose, passion, and performance.

I am a fan of Unilever under its CEO Paul Polman, not only for the company's insights into women and men when they buy beauty products or skin products (the DOVE woman, the AXE man), but also as a company seeking to achieve both growth and practicing social responsibility.


Republicans talk loudly about freedom and yet are against a women deciding what's best for her own body and are against the freedom of two people of the same sex to marry.


The most important thing is to forecast where customers are moving, and be in front of them.