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400 Powerful Philip Kotler Quotes On Marketing (2023)

1. “Today’s economic landscape is being shaped by two powerful forces—technology and globalization.”


2. “It is more important to do what is strategically right than what is immediately profitable.”


3. Satisfied customers do the best advertising.


4. “Commodities are simply products waiting for a redefinition.” — Philip Kotler


5. “Today’s smart marketers don’t sell products; they sell benefit packages. They don’t sell purchase value only; they sell use value.”


6. “There is always one winning strategy: meticulously defining the target market and delivering a superior offer to that target market.”


7. “Marketing is a race without a finishing line”


8. “Today you have to run faster to stay in the same place.”


9. “The future isn’t ahead of us. It has already happened.”


10. There are three kinds of companies: those who make things happen; those who watch things happen; and those who wonder what’s happened. – Anonymous.”


11. The best advertisement constitute satisfied clients”.


12. Social Marketing: Changing Behaviors for Good. Sage Publications Inc.


13. “A good company provides an excellent product and service. A great company strives to make the world a better place alongside an excellent product and service.”


14. “Marketing thinking is shifting from trying to maximize the company’s profit from each transaction to maximize the long-run profit from each relationship.” — Philip Kotler


15. We are living in a world that is no longer facing a shortage of goods but a shortage of customers.


16. “You don’t sell to distributors. You sell through them and with them.”


17. “Marketing is not the art of finding clever ways to get rid of what you produce. Marketing is the art of creating real customer value. It’s the art of helping your customers get better. The motto of marketing is quality, service and value.”


18. “The concepts in Marketing 5.0 are, thus, tools-agnostic. Companies can implement the methods with any supporting hardware and software available in the market. The key is that those companies must have marketers who understand how to design a strategy that applies the right technology for various marketing use cases.”


19. “I would rather improve my business every day than depend on a breakthrough every year. ”


20. “If every department only does its own job well, the company will fail.” — Philip Kotler


21. “Today’s smart marketers don’t sell products; they sell benefit packages.” — Philip Kotler


22. Authentic marketing is not the art of selling what you make but knowing what to make.


23. Your company does not belong in markets where it cannot be the best.


24. “The best way to hold customers is to constantly figure out how to give them more for less.” — Philip Kotler


25. 80% of managing is hiring. 80% of sales is marketing. Sahil Lavingia


26. “The key to branding (Brand-building , especially for small companies, is to focus on a limit number of areas in the sector and develop a superior expertise in said areas”.


27. “Who should ultimately design the product? The customers, of course. ”


28. The Marketing of Nations: A Strategic Approach to Building National Wealth. New York: The Free Press.


29. It’s more important to do what is strategically correct than what is immediately profitable”.


30. Marketing for Congregations: Choosing to Serve People More Effectively. Nashville, TN: Abingdon Press.


31. “Chaos is relished by those looking for opportunities.” — Philip Kotler


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


33. Marketing is a race without a finish line.


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


35. “Marketing 5.0, by definition, is the application of human-mimicking technologies to create, communicate, deliver, and enhance value across the customer journey.”


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


37. The key to branding, especially for small businesses, is to focus on a limited number of areas in a sector and on developing superior expertise in that area.


38. “YouGov BrandIndex reveals an interesting fact. McDonald's, for example, has 33 percent lovers and 29 percent haters, a near balanced polarization. Starbucks has a similar”


39. “The hardest job is to tell a customer that your competitor has the better product.” — Philip Kotler


40. “If you can differentiate a dead chicken, you can differentiate anything.”


41. “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


42. “The best advertising is done by satisfied customers.” — Philip Kotler


43. “But what distinguishes this new type of customer from other markets we have seen before is their tendency to be mobile. They move around a lot, often commute, and live life at a faster pace. Everything should be instant and time-efficient. When they are interested in things they see on television, they search for them on their mobile devices. When they are deciding whether to buy something in-store, they research price and quality online. Being digital natives, they can make purchase decisions anywhere and anytime, involving a wide range of devices. Despite their internet savvy, they love to experience things physically. They value high-touch engagement when interacting with brands. They are also very social; they communicate with and trust one another. In fact, they trust their network of friends and family more than they trust corporations and brands. In short, they are highly connected.”


44. “Marketing is a race without a finish line.”


45. “I think it is harder to be a market leader than a market challenger.”


46. “We are living in a world that is no longer facing a shortage of goods, but a shortage of customers.” — Philip Kotler


47. “Watch the product life cycle; but more important, watch the market life cycle.”


48. “There are five ways technology can boost marketing practices: Make more informed decisions based on big data. The greatest side product of digitalization is big data. In the digital context, every customer touchpoint—transaction, call center inquiry, and email exchange—is recorded. Moreover, customers leave footprints every time they browse the Internet and post something on social media. Privacy concerns aside, those are mountains of insights to extract. With such a rich source of information, marketers can now profile the customers at a granular and individual level, allowing one-to-one marketing at scale. Predict outcomes of marketing strategies and tactics. No marketing investment is a sure bet. But the idea of calculating the return on every marketing action makes marketing more accountable. With artificial intelligence–powered analytics, it is now possible for marketers to predict the outcome before launching new products or releasing new campaigns. The predictive model aims to discover patterns from previous marketing endeavors and understand what works, and based on the learning, recommend the optimized design for future campaigns. It allows marketers to stay ahead of the curve without jeopardizing the brands from possible failures. Bring the contextual digital experience to the physical world. The tracking of Internet users enables digital marketers to provide highly contextual experiences, such as personalized landing pages, relevant ads, and custom-made content. It gives digital-native companies a significant advantage over their brick-and-mortar counterparts. Today, the connected devices and sensors—the Internet of Things—empowers businesses to bring contextual touchpoints to the physical space, leveling the playing field while facilitating seamless omnichannel experience. Sensors enable marketers to identify who is coming to the stores and provide personalized treatment. Augment frontline marketers’ capacity to deliver value. Instead of being drawn into the machine-versus-human debate, marketers can focus on building an optimized symbiosis between themselves and digital technologies. AI, along with NLP, can improve the productivity of customer-facing operations by taking over lower-value tasks and empowering frontline personnel to tailor their approach. Chatbots can handle simple, high-volume conversations with an instant response. AR and VR help companies deliver engaging products with minimum human involvement. Thus, frontline marketers can concentrate on delivering highly coveted social interactions only when they need to. Speed up marketing execution. The preferences of always-on customers constantly change, putting pressure on businesses to profit from a shorter window of opportunity. To cope with such a challenge, companies can draw inspiration from the agile practices of lean startups. These startups rely heavily on technology to perform rapid market experiments and real-time validation.”


49. “It is more important to do what is strategically right than what is immediately profitable.” — Philip Kotler


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


51. Market analysis is the evolution of trying to maximize the company’s earnings for each transaction, to maximize the earnings of each relationship in the long term”.


52. “Every company needs two marketing departments, one that has mastered the tactics of getting rid of today’s products and the other that has mastered the strategy of imagining tomorrow’s products.”


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


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


55. “Don’t buy market share. Figure out how to earn it.”


56. “Marketing is the art of creating genuine customer value. It is the art of helping your customer become better off. The marketer’s watchwords are quality, service, and value.”


57. The future of Marketing resides in marketing databases, through which we know enough about each client to make relevant and personalized offers to each one of them”.


58. “Integrated marketing communications are a way to examine the entire marketing process from the point of view of the receiver.” — Philip Kotler


59. “If markets are to be segmented and cultivated, they must meet certain requirements. Segments must be Measurable, Substantial, Accessible, Differentiable, and Actionable.”


60. “The internet will create the winnerand bury the laggards.”


61. “It is more to do what is strategically right than what is immediately profitable.”


62. Standing Room Only: Strategies for Marketing the Performing Arts. Boston: Harvard Business School Press.


63. A good company offers excellent products and services. A great company also offers excellent products and services but also strives to make the world a better place.”


64. “Marketing is the ability to hit the mark.” — Philip Kotler


65. “Companies worry to much about the cost of doing something. They should worry about the cost of not doing it. ”


66. “If it takes three years to develop the product, it won’t be the right product.”


67. “Negative demand — Consumers dislike the product and may even pay to avoid it. Nonexistent demand — Consumers may be unaware of or uninterested in the product. Latent demand — Consumers may share a strong need that cannot be satisfied by an existing product. Declining demand — Consumers begin to buy the product less frequently or not at all. Irregular demand — Consumer purchases vary on a seasonal, monthly, weekly, daily, or even hourly basis. Full demand — Consumers are adequately buying all products put into the marketplace. Overfull demand — More consumers would like to buy the product than can be satisfied. Unwholesome demand — Consumers may be attracted to”


68. “During the past 60 years, marketing focused itself on the product (Marketing 1.0


69. “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.”


70. Chaotics: The Business of Managing and Marketing in the Age of Turbulence. Amacom.


71. It is no longer enough to satisfy your customers; you must delight them.


72. “Business, investor, and consumer confidence is shaken and the contraction phase begins.”


73. “The good news is that Marketing takes an hour to learn. The bad news is that it takes a lifetime to master.” — Philip Kotler


74. The intelligent marketers of today do not sell products; they sell benefit packets. They do not only sell purchase value but also usage value.


75. “Integrated marketing communications is a way of looking at the whole marketing process from the view point of the customer.” — Philip Kotler


76. 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.”


77. Marketing Management in China. Pearson Education Centre.


78. “Don’t buy market share. Figure out how to earn it.”


79. “It’s more important to do what is strategically right than what is immediately profitable.” — Philip Kotler


80. “Your company does not belong in markets where it cannot be the best.”


81. “The next tech is applied to help marketers to create, communicate, deliver, and enhance value across the customer journey. The objective is to create a new customer experience (CX) that is frictionless and compelling”


82. “The aim of selling is to satisfy a customer need; the aim of marketing is to figure out his need.”


83. “The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.” — Philip Kotler


84. “Competitive advantage is a company’s ability to perform in one or more ways that competitors cannot or will not match.” — Philip Kotler


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


86. Your company does not belong inmarkets where it cannot be the best.”


87. Good companies will meet needs; great companies will create a market.


88. The future is not ahead of us. It has already happened”.


89. “Marketing is the homework that we do before we have a product.” — Philip Kotler


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


91. “Be a cause, not just a business. Have a higher mission.” — Philip Kotler


92. 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.”


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


94. “We observe companies that increase their focus from products to consumers and then towards the problems of humanity. Marketing 3.0 is the stage in which companies evolve from focusing on the consumers to focusing on humanity and where the earnings are balanced with corporate responsibility”.


95. “Competitive advantage is a company’s ability to perform in one or more ways that competitors cannot or will not match.”


96. “If it takes three years to develop the product, it won’t be the right product.” — Philip Kotler


97. “No company in their right mind would try to sell to everyone.”


98. “The sales department isn’t the whole company, but the whole company better be the sales department.” — Philip Kotler


99. Good companies will satisfy needs;


100. “Companies need fewer bosses and more self-directed people.”


101. The best advertising is done by satisfied customers.”


102. “Staying the market leader is more difficult than rising in market competition.”


103. “Marketing is the homework that we do before we have a product.”


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


105. “The best advertising is done by satified customers.”


106. Authentic marketing is not the art of selling what you make but knowing what to make.”


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


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


109. “Don’t buy market share. Figure out how to earn it.” — Philip Kotler


110. “Every company should work hard to obsolete its product line…before competitors do.” — Philip Kotler


111. “I don’t care what happened to your profits. Have you improved your share of the customer’s mind and heart this year?”


112. “Companies need fewer bosses and more self-managers.” — Philip Kotler


113. “The market always changes faster than marketing.”


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


115. “En el proceso de decisión de compra hay tres factores esenciales que influyen en los consumidores: en primer lugar, la comunicación de marketing de las empresas en diversos medios, como los anuncios de televisión, la publicidad impresa o las relaciones públicas; en segundo lugar, las opiniones de sus amigos y familiares, y en tercer lugar, su conocimiento previo y su actitud personal hacia ciertas marcas por sus experiencias pasadas.”


116. “Every company needs two marketing departments, one that has mastered the tactics of getting rid of today’s products and the other that has mastered the strategy of imagining tomorrow’s products.”


117. “Marketing is not the art of finding clever ways to dispose of what you make. Marketing is the art of creating genuine customer value. It is the art of helping your customer become better off. The marketer’s watchwords are quality, service, and value.” — Philip Kotler


118. “Good companies will meet needs; great companies will create markets.” — Philip Kotler


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


120. “Every company should work hard to obsolete its product line…before competitors do.”


121. Image: Strategy & Growth.. Image: Work Culture.


122. “The Research and Development department — not the sales department- — should be held accountable for a product’s success.” — Philip Kotler


123. “Traditionally, marketing always starts with segmentation—a practice of dividing the market into homogenous groups based on their geographic, demographic, psychographic, and behavioral profiles.”


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


125. “The Research and Development department — not the sales department- – should be held accountable for a product’s success.”


126. “Integrated marketing communications are a way to examine the entire marketing process from the point of view of the receiver.”


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


128. “You should never go to battle before you’ve won the war on paper.”


129. Successful sellers are concerned with the client first and the products later”.


130. It is more important to do what is strategically right than what is immediately profitable.”


131. “Every business is a service business. You are not a chemical company. You are a chemical services business.”


132. Marketing is becoming a battle based on information than on sales power.”


133. “The most important thing is to forecast where customers are moving, and be in front of them.” — Philip Kotler


134. “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.” — Philip Kotler


135. “Most companies cannot resist throwing good money after bad.”


136. “The best advertising is done by satisfied customers.”


137. “Cost is of no importance in setting the price. It only helps you to know whether you should be making the product.” — Philip Kotler


138. “Random conversations about brands are now more credible than targeted advertising campaigns. Social circles have become the main source of influence, overtaking external marketing communications and even personal preference. Customers tend to follow the lead of their peers when deciding which brand to choose. It is as if customers were protecting themselves from false brand claims and campaign trickeries by using their social circles to build a fortress.”


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


140. “Who should ultimately design the product? The customer, of course.” — Philip Kotler


141. Don’t buy market share. Figure out how to earn it.”


142. “Commodities are simply products waiting for a redefinition.”


143. “The three F’s of service marketing — be fast, flexible, and friendly.” — Philip Kotler


144. “The next tech is applied to help marketers to create, communicate, deliver, and enhance value across the customer journey. The objective is to create a new customer experience (CX) that is frictionless and compelling”


145. “It is a capital mistake to theorize before one has data.—Sir Arthur Conan Doyle”


146. “You don’t sell to distributors. You sell through them and with them.”


147. “There are three kinds of companies: those who make things happen; those who watch things happen; and those who wonder what’s happened.—Anonymous”


148. Poor firms ignore their competitors; average firms copy their competitors; winning firms lead their competitors.”


149. “Today marketing needs to be reengineered from A to Z.”


150. “Today’s economy is shaped by two great forces: technology and globalization.”


151. Today, you have to run faster to stay in place.


152. “Your company does not belong in any market where it can’t be the best.”


153. “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.”


154. “Low paid salesmen are expensive. High paid salesmen are cheap.” — Philip Kotler


155. “According to Martha Barletta, a woman's decision-making process differs from a man's. Whereas a man's path-to-purchase is short and straightforward, a woman's resembles a spiral, often going back to previous steps to collect new information and to reassess whether moving to the next step is the right choice. Women typically spend hours in stores reviewing quality and comparing prices as well as hours researching online, while men typically limit their search and go after what they want as quickly as possible.”


156. “Marketing management is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value.”


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


158. You should never go to the battlefield before having won the war on paper. The good news is that you can learn Marketing in an hour. The bad news, it takes a lifetime to perfect it”.


159. “Markets always change faster than marketing.” — Philip Kotler


160. Today’s economic landscape is being shaped by two powerful forces – technology and globalization.”


161. “Over the past 60 years, marketing has moved from being product-centric (Marketing 1.0) to being consumer-centric (Marketing 2.0). Today we see marketing as transforming once again in response to the new dynamics in the environment. We see companies expanding their focus from products to consumers to humankind issues. Marketing 3.0 is the stage when companies shift from consumer-centricity to human-centricity and where profitability is balanced with corporate responsibility.”


162. “If we do not change our direction, we are likely to end up where we are headed.”


163. “Who should ultimately design the product? The customer, of course.”


164. Poor companies ignore their competitors, average companies imitate their competitors and winning companies lead their competitors”.


165. “Successful ‘go to market’ strategies require integrating retailers, wholesalers, and logistical organizations.”


166. “Google research shows that eight out of ten smartphone users in the United States do mobile research in-store. Even when watching television advertising, more than half of the TV audience in Indonesia conducts mobile search.”


167. Marketing for Health Care Organizations. Englewood Cliffs, NJ: Prentice-Hall.


168. Marketing is the task we perform before creating a product. If three years is spent developing a product, then it won’t be the correct product”.


169. “It is easier to make money in a mature industry than a high-tech industry.”


170. “You should never go to battle before you’ve won the war on paper.” — Philip Kotler


171. “The marketing organization will have to redefine its role from managing customer interactions to integrating and managing all the company’s customer-facing processes.” — Philip Kotler


172. Our job is to wake up the consumers. If we become too predictable, that is not waking them up.


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


174. “Similarly, we do not believe that the online “new wave” marketing will ultimately replace the offline “legacy” marketing. In fact, we believe that they need to coexist to deliver the best customer experience.”


175. “A good company offers excellent products and services. A great company also offers excellent products and services but also strives to make the world a better place.”


176. “Every company needs two marketing departments, one that has mastered the tactics of getting rid of today’s products and the other that has mastered the strategy of imagining tomorrow’s products.” — Philip Kotler


177. “promoters, who recommend the brand; passives, who are neutral; and detractors, who are unlikely to recommend the brand. The Net Promoter Score is measured by the percentage of promoters subtracted from the percentage of detractors. The key argument is that the ill effect of negative word of mouth reduces the good effect of positive word of mouth.”


178. Marketing Management. Pearson Education Limited.


179. “En el marketing 5.0, las tecnologías de back-end, como IA y blockchain, desempeñan un papel importante para impulsar una integración sin fisuras. Por otro lado, las tecnologías de front-end, como sensores, robótica, comandos de voz y realidad aumentada y virtual, pueden mejorar los puntos de contacto físicos que se producen a lo largo del recorrido del cliente.”


180. “In five years, if you’re still in your current job, you’re done.”


181. “Marketing is becoming a battle based on information than on sales power.”


182. The cost is not important for establishing the Price. It only serves for knowing if you should or shouldn’t fabricate the product”.


183. “Companies worry to much about the cost of doing something. They should worry about the cost of not doing it.” — Philip Kotler


184. “Today you have to run faster to stay in place.”


185. “The aim of selling is to satisfy a customer need; the aim of marketing is to figure out his need.” — Philip Kotler


186. “Our job is to wake up the customers. If we become predictable, that’s not waking them up.”


187. “Every company should work hard to obsolete its own product line – before its competitors do.”


188. Every business is a service business. You’re not a chemical company. You’re a company of chemical services.


189. “Urging protectionism to save your business is a sure way to lose it.” — Philip Kotler


190. “Within five years, if you’re in the same business you are in now, you’re going to be out of business.”


191. “Marketing is the ability to hit the target.”


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


193. “It is easier to make money in a mature industry than a high-tech industry.” — Philip Kotler


194. The sales department is not the entire company, but the entire company should be the sales department”.


195. “You don’t sell through price. You sell the price.”


196. “Marketing is the set of human activities directed at facilitating and consummating exchanges.” — Philip Kotler


197. “Marketing is becoming a battle based on information than on sales power.” — Philip Kotler


198. “It has become increasingly important for marketing professionals to speak the language of the CFO. A financial background allows marketers to better quantify the anticipated impact of any campaign, which in turn aids in greater buy-in.”


199. “Marketing is a race without a finishing line.”


200. “If you spend too little on advertising, you are spending too much.”


201. “We are living in a world that is no longer facing a shortage of goods, but a shortage of customers.”


202. “Authentic marketing is not the art of selling what you make but knowing what to make.” — Philip Kotler


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


204. “Too often, business leaders confuse high current growth with high long term performance. They may take unwise risks in their effort to maximize short run profits.” — Philip Kotler


205. “The good news is that Marketing takes an hour to learn. The bad news is that it takes a lifetime to master.”


206. “Marketing thinking is shifting from trying to maximize the company’s profit from each transaction to maximize the long-run profit from each relationship.”


207. “Marketing 1.0 is noted for reaching clients’ minds”, explains Kotler. “1.0 companies do a good job, offer good quality products to people and generate earnings”.


208. “Integrated marketing communications is a way to examine the entire marketing process from the buyer’s point of view.”


209. A Framework for Marketing Management. Pearson Education Limited.


210. “The future isn’t ahead of us. It has already happened.” — Philip Kotler


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


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


213. “Our job is to wake up the consumers. If we become predictable, that’s not waking them up. ” — Philip Kotler


214. The Internet will make the winners bury the stragglers”.


215. “Our job is to wake the consumers. If we’re predictable, we won’t have woken them up.”


216. It is essential to forecast where customers are moving and be in front of them.


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


218. Marketing is not the art of finding ingenuous ways to exhibit what you do. Marketing is the art of creating genuine value before your clients and helping them to improve. The keywords of Marketing are. Quality”,. Service” and. Value”.


219. “We are living in a world that is no longer facing a shortage of goods, but a shortage of customers. ”


220. 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.”


221. “Successful ‘go to market’ strategies require integrating retailers, wholesalers, and logistical organizations.” — Philip Kotler


222. “Good customers are an asset which, when well managed and served, will return a handsome lifetime income stream for the company.”


223. “The aim of marketing is to reduce the need for selling.”


224. “Marketing takes a day to learn. Unfortunately, it takes a lifetime to master.” — Philip Kotler


225. “In the internet world, we know the f-factors: followers, fans, and friends.”


226. “The marketing organization will have to redefine its role from managing customer interactions to integrating and managing all the company’s customer-facing processes.”


227. Now days you have to run much faster to stay in the same spot”.


228. The intelligent marketers of today don’t sell products, they sell benefits packets. Not only do they sell purchase value but also usage value”.


229. Every company should work hard to make their own line of products obsolete before their competition does”.


230. The Role Played by the Broadening of Marketing Movement in the History of Marketing. Journal of Public Policy and Marketing, May 2005.


231. How can a place correct a negative image? Place Branding , vol. 1, no. 1, pp. 50-57.


232. “Poor firms ignore their competitors; average firms copy their competitors; winning firms lead their competitors.”


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


234. “If the marketer does a good job of identifying consumer needs, developing appropriate products, and pricing, distributing, and promoting them effectively, these goods will sell very easily.” — Philip Kotler


235. “It’s no longer enough to satisfy your customers. You must delight them.”


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


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


238. The best form of retaining clients is to constantly analyze how to give them more for less”.


239. Don’t buy market actions. Discover how to earn them”.


240. “Calling a market “mature” is evidence of incompetence.”


241. “Marketing is the ability to hit the mark.”


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


243. “The hardest job is to tell a customer that your competitor has the better product.”


244. “It has become increasingly important for marketing professionals to speak the language of the CFO. A financial background allows marketers to better quantify the anticipated impact of any campaign, which in turn aids in greater buy-in.” — Philip Kotler


245. “Marketing is not the art of finding clever ways to dispose of what you make.”


246. “The future isn’t ahead of us. It has already happened.”


247. “Poor firms ignore their competitors; average firms copy their competitors; winning firms lead their competitors.” — Philip Kotler


248. “If your goal is to average, you will fail.”


249. There is only one winning strategy: it is cautiously defining a target market and pushing a superior offer towards this market”.


250. “Every business is a service business. Does your service put a smile on the customer’s face?”


251. “The vast majority of marketing art is the art of building a brand. When something is not a brand, it just appears as a sold item.”


252. “Watch the product life cycle; but more important, watch the market life cycle.” — Philip Kotler


253. The theory of marketing is solid but the practice of marketing leaves much to be desired.”


254. “It is no longer enough to satisfy your customers. You must delight them.” — Philip Kotler


255. “Don’t buy market share. Figure out how to earn it.”


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


257. “The research revealed that mobile phones divert people's attention away from their current environments. It also discovered that the feeling of being able to connect to a wider network often inhibits people's abilities to be empathetic to others nearby. Therefore,”


258. “Your company does not belong inmarkets where it cannot be the best.”


259. Marketing is the collection of human activities aimed at facilitating and consummating exchanges”.


260. “Curiosity is the starting point for great science.”


261. Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know. John Wiley And Sons Ltd.


262. Marketing for Hospitality and Tourism. Pearson Education.


263. “There is no such thing as a commodity. It is simply a product waiting to be differentiated.” — Philip Kotler


264. Kotler on Marketing: How to create, win, and dominate markets. Simon & Schuster Ltd.


265. “Convertirse en los líderes del InsurTech llevará algún tiempo, pero con la implementación de todas estas estrategias están en el camino de conseguirlo.”


266. “The successful salesperson cares first for the customer, second for the products.” — Philip Kotler


267. “The major cause of company failure is company success.”


268. Marketing is a race without a finish line”.


269. “The marketing organization will have to redefine its role from managing customer interactions to integrating and managing all the company’s customer-facing processes.” — Philip Kotler


270. “Even today’s marketers sell benefits, not products.”


271. “Marketing is becoming a battle based on information then on sales power.”


272. “A survey by the National Center for Biotechnological Information shows that the average human attention span has dropped from 12 seconds in 2000 to 8 seconds in 2013. This”


273. “We are living in a world that is no longer facing a shortage of goods, but a shortage of customers. ” — Philip Kotler


274. “Many businesses are wisely turning their suppliers and distributors into valued partners.”


275. The future isn’t ahead of us. It has already happened.”


276. “All customers are important but some are more important than others.” — Philip Kotler


277. Companies pay too much attention to the cost of something. They should be more worried about the cost of doing nothing”.


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


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


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


281. “The theory of marketing is solid but the practice of marketing leaves much to be desired.”


282. “Markets always change faster than marketing.”


283. Marketing is a race without a finishing line.”


284. “El marketing 5.0, por definición, es la aplicación de tecnologías que imitan al ser humano para crear, comunicar, ofrecer y mejorar el valor a lo largo del recorrido del cliente.”


285. “Người ta thường có ảo tưởng rằng có thể công nghiệp hóa một quốc gia bằng cách xây dựng các nhà. Không phải. Bạn công nghiệp hoá bằng cách xây dựng các thị trường.”


286. “The value decade is upon us. If you can’t sell a top-quality product at the world’s lowest price, you’re going to be out of the game . . . the best way to hold your customers is to constantly figure out how to give them more for less.—Jack Welch, Chairman, General Electric”


287. Every company should work hard to make their line of competition obsolete before their competition does.


288. “Marketing’s future lies in database marketing where we know enough about each customer to make relevant and customized offers to each.” — Philip Kotler


289. “If the marketer does a good job of identifying consumer needs, developing appropriate products, and pricing, distributing, and promoting them effectively, these goods will sell very easily.”


290. 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.”


291. “The aim of marketing is to reduce the need for selling.” — Philip Kotler


292. “The theory of marketing is solid but the practice of marketing leaves much to be desired.”


293. “If markets are to be segmented and cultivated, they must meet certain requirements. Segments must be Measurable, Substantial, Accessible, Differentiable, and Actionable.” — Philip Kotler


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


295. “The only way to serve your company’s interest is to serve your customer’s interest.”


296. Marketing is the task we perform before creating a product. If three years are spent developing a product, then it will not be the correct product.


297. “Urging protectionism to save your business is a sure way to lose it.”


298. “There are three important principles in service marketing: Being fast, flexible and friendly.”


299. “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.”


300. “George Loewenstein of Carnegie Mellon provides one of the simplest definitions of curiosity: the feeling of deprivation that comes from an information gap between what we know and what we want to know. Separately,”


301. “Within five years, if you’re in the same business you are in now, you’re going to be out of business.” — Philip Kotler


302. Marketing: an introduction. Pearson Education Limited.


303. “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.”


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


305. “marketing 5.0, por tanto, combina los elementos de la centralidad humana del marketing 3.0 y el impulso tecnológico del marketing 4.0.”


306. “Underestimating chaos can lead to strategies that neither defend a company against its vulnerabilities nor allow it to take advantage of the opportunities arising from chaos.”


307. Successful sellers are first concerned with the clients and then the products.


308. “This is the portrait of the future customers—connected yet distracted. A survey by the National Center for Biotechnological Information shows that the average human attention span has dropped from 12 seconds in 2000 to 8 seconds in 2013. This can be attributed to the massive and overwhelming volume of messages that constantly bombard our connected mobile devices and demand instant attention.”


309. “Thus, they do not need to understand the statistical and mathematical models in depth. However, marketers need to understand the fundamental ideas behind a predictive model so that they can guide the technical teams to select data to use and which patterns to find.”


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


311. “Cost is of no importance in setting the price. It only helps you to know whether you should be making the product.”


312. Marketing 5.0, by definition, is the application of human-mimicking technologies to create, communicate, deliver, and enhance value across the customer journey.”


313. “Be a cause, not just a business. Have a higher mission.”


314. “If every department only does its own job well, the company will fail.”


315. “There is an immutable conflict at work in life and in business, a constant battle between peace and chaos. Neither can be mastered, but both can be influenced.”


316. The primary cause of companies’ failure is companies’ success.


317. Principles of Marketing – European Edition. Prentice-Hall.


318. “Try creating customer evangelists, the power of cult branding, and creating raving fans.”


319. “The three F’s of service marketing – be fast, flexible, and friendly.”


320. “Your company does not belong in any market where it can’t be the best along some valued attribute.” — Philip Kotler


321. “I felt strongly that marketing managers, in order to make better marketing decisions, needed to analyze markets and competition in systems terms, explicating the forces at work and their various interdependencies.”


322. Marketing 4.0: Moving from Traditional to Digital. John Wiley & Sons Inc.


323. “The sales department isn’t the whole company, but the whole company better b e the sales department.”


324. “I would rather improve my business every day than depend on a breakthrough every year.” — Philip Kotler


325. “The internet will create the winner and bury the laggards.”


326. “With the advent of the internet, customers are able to compare prices easily and this has raised the importance of pricing among the 4Ps. That being said, branding is still crucial. Customers will not necessarily go for the cheapest brand. However, they are more than likely to buy their preferred brand from the retailer offering the lowest price.” — Philip Kotler


327. The most important thing is predict where clients are going and stop right in front of them”.


328. “The inevitable consequence is that the wealthy become dominant. The wealthy set their own pay or the company boards pay very generously. Each company board, in hiring a new CEO, feels it must pay as much or more than the competitive companies pay their CEO, rather than using the firm’s earnings or share price or some other yardstick. In many sectors, especially in the financial sector, there is more collusion than real competition. The wealthy see their pay as describing their worth, and they rely on their wealth and political influence to defeat democratic measures to contain or tax them sufficiently. Democracy is therefore in danger of being destroyed by capitalism. Unless there is higher taxation on wealth and more regulation to promote real competition, democracy is subverted.8”


329. “The only way to serve your company’s interest is to serve your customer’s interest.” — Philip Kotler


330. “Marketing is the creative use of truth.”


331. “Người ta thường có ảo tưởng rằng có thể công nghiệp hóa một quốc gia bằng cách xây dựng các nhà máy. Không phải. Bạn công nghiệp hoá bằng cách xây dựng các thị trường.”


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


333. “Indonesia Mengajar offers a similar empowerment platform through education. It rigorously selects the country's top graduates, asking them to forgo potentially high-paying jobs in favor of teaching in remote village schools for one year.”


334. “Marketers influence demand by making the product appropriate, attractive, affordable, and easily available to target consumers.”


335. “Good quality is cheap; cheap goods are costly.”


336. “Marketing is a race without a finishing line.” — Philip Kotler


337. “four P's: product, price, place, and promotion.”


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


339. “Too much of today’s marketing is 1P marketing. Companies mainly concentrate on promotion and sales and disregard product, price and place (distribution). This results in ineffective marketing.” — Philip Kotler


340. “Marketing’s future lies in database marketing where we know enough about each customer to make relevant and customized offers to each.”


341. “The good news is that it takes an hour to learn to market. The bad news is that it takes a lifetime to master.”


342. “Marketers influence demand by making the product appropriate, attractive, affordable, and easily available to target consumers.” — Philip Kotler


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


344. “Where is personal selling? Isn’t the sales force of key importance in business marketing?”


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


346. Watch the product life cycle; but more important, watch the market life cycle.”


347. “There is only one winning strategy. It is to carefully define the target market and direct a superior offering to that target market.” — Philip Kotler


348. “Cost is of no importance in setting the price. It only helps you to know whether you should be making the product. ”


349. Good customers are an asset that will return a handsome lifetime income stream for the company when well managed and served.


350. “If you aim for the average, you will lose.”


351. “We agree that technology should be leveraged for the good of humanity.”


352. No company in its right mind tries to sell to everyone.”


353. “if we do not change our direction,we are likely to end up where we are headed”


354. “I would rather improve my business every day than depend on a breakthrough every year. ” — Philip Kotler


355. “All customers are important but some are more important than others.”


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


357. Today’s smart marketers don’t sell products; they sell benefit packages. They don’t sell purchase value only; they sell use value.”


358. It is a capital mistake to theorize before one has data. – Sir Arthur Conan Doyle.”


359. “Too much of today’s marketing is 1P marketing. Companies mainly concentrate on promotion and sales and disregard product, price and place (distribution). This results in ineffective marketing.”


360. “The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.”


361. Watch the product life cycle and, more importantly, the market life cycle.


362. “In making purchase decisions, customers are essentially influenced by three factors. First, they are influenced by marketing communications in various media such as television ads, print ads, and public relations. Second, they are persuaded by the opinions of their friends and family. Third, they also have personal knowledge and an attitude about certain brands based on past experiences.”


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


364. “I think it is harder to be a market leader than a market challenger.” — Philip Kotler


365. “Creating Customer Evangelists, The Power of Cult Branding, and Creating Raving Fans.”


366. “Marketing management is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value.” — Philip Kotler


367. “I don’t care what happened to your profits. Have you improved your share of the customer’s mind and heart this year?” — Philip Kotler


368. “Today's smart marketers don't sell products; they sell benefit packages. They don't sell purchase value only; they sell use value.”


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


370. “The future isn’t ahead of us. It has already happened.”


371. “Based on a survey by MarkPlus Insight in 2015, about 74 percent of Indonesian women managed all the family finances—controlling even the income of their spouses—although only 51 percent of them were working.”


372. “Every business is a service business. Does your service put a smile on the customer’s face?”


373. “No company in its right mind tries to sell to everyone.”


374. “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.”


375. The internet will create the winnerand bury the laggards.”


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


377. Marketing Management with MyMarketingLab. Groothandel – Be.


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


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


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


381. “Our job is to wake up the consumers. If we become predictable, that’s not waking them up.” — Philip Kotler


382. “If you aim for the average, you will lose.” — Philip Kotler


383. There is only one winning strategy: cautiously defining a target market and pushing a special market offer towards this market.


384. Poor firms ignore the competition; average firms copy their competitors; winning firms lead their competitors.


385. “Cost is of no importance in setting the price. It only helps you to know whether you should be making the product.”


386. “Companies need fewer bosses and more self-managers.”


387. “Good customers are an asset which, when well managed and served, will return a handsome lifetime income stream for the company.” — Philip Kotler


388. The internet will make the winners bury the stragglers.


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


390. “I would rather improve my business every day than depend on a breakthrough every year.”


391. “Our job is to wake up the consumers. If we become predictable, that’s not waking them up. ”


392. “Hard sell marketing is a contradiction.”


393. “Every business is a service business. You are not a chemical company. You are a chemical services business.” — Philip Kotler


394. “According to the segmentation, there is a hierarchy of internet users, including inactives, spectators (people who watch and read online content), joiners (people who join and visit social media), collectors (people who add tags to webpages and use RSS feeds), critics (people who post ratings and comments online), and creators (people who create and publish online content).”


395. “The future is not in front of us. We are in it.”


396. The sales department is not the entire company, but the whole company should be the sales department.


397. “Low paid salesmen are expensive. High paid salesmen are cheap.”


398. Every company should work hard to obsolete its own product line – before its competitors do.”


399. Today you have to run faster to stay in place.”


400. “a connected world, the concept of marketing mix has evolved to accommodate more customer participation. Marketing mix (the four P's) should be redefined as the four C's (co-creation, currency, communal activation, and conversation).”