Poor firms ignore their competitors; average firms copy their competitors; winning firms lead their competitors.
Philip KotlerRead
Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.
Interpretation
What this quote means
Marketing focuses on creating real value for customers rather than just selling products cleverly.
Philip Kotler emphasizes that true marketing goes beyond mere tactics for selling products; it involves understanding and delivering real value to customers. Rather than finding clever ways to market a product, effective marketing is rooted in the genuine needs and desires of consumers, aiming to enhance their experience and satisfaction.
Themes
MarketingValueCustomerBusinessSelling
In practice
Example use cases
In a business seminar focused on customer relationships.
More from Philip Kotler
All quotes βMarketing is becoming a battle based on information than on sales power.
Philip KotlerRead
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.
Philip KotlerRead
Marketing is a race without a finishing line
Philip KotlerRead
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 KotlerRead
Companies pay too much attention to the cost of doing something. They should worry more about the cost of not doing it.
Philip KotlerRead
Similar quotes
You cannot sell a man who isn't listening; word of mouth is the best medium of all; and dullness won't sell your product, but neither will irrelevant brilliance.
William BernbachRead
People can see themselves in a story much easier than they can see themselves in a hypothetical situation that a brand might present to them. So telling stories to build a relationship with your audience is usually far more effective than other methods of marketing or publicity.
Lewis HowesRead
Great marketers don't make stuff. They make meaning.
Seth GodinRead
If your stories are all about your products and services, that's not storytelling. It's a brochure. Give yourself permission to make the story bigger.
Jay BaerRead
Anyone who thinks that people can be fooled or pushed around has an inaccurate and pretty low estimate of people - and he won't do very well in advertising.
Leo BurnettRead
Between two products equal in price, function and quality, the one with the most attractive exterior will win.
Raymond LoewyRead