Philip Kotler

Quotes are word for word from the source.

• Company wide sales

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

  Our noteHe was discussing the importance of every employee contributing to the sales effort.

• Brand vs Commodity

  “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.”

  Our noteHe was explaining the role of branding in differentiating products.

• Creating new markets

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

  Our noteHe was distinguishing between reactive and proactive business strategies.

• Target market definition

  “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.”

  Our noteHe was talking about the necessity of defining a specific target market.

• Knowing what to make

  “Authentic marketing is not the art of selling what you make but knowing what to make!”

  Our noteHe was defining the core purpose of authentic marketing management.

• Creating customer value

  “Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.”

  Our noteHe was clarifying that marketing is about value, not just disposal of inventory.

• Mastering marketing

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

  Our noteHe was reflecting on the depth and complexity of the marketing discipline.

• Cost of inaction

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

  Our noteHe was discussing the risks involved in new product development.