Quote

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

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Philip Kotler
Age: 93
Born: 1931
Born: May 27
Author
Businessperson
Economist
Mathematician
University Teacher
Writer
Chicago
Illinois
Especially
Smaller
Numbers
Limited
Focus
Firm
Issues
Develop
Issue
Firms
Areas
Branding
Keys
Superb
Number
Expertise

More quotes by Philip Kotler

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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.
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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.
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Today you have to run faster to stay in place.
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Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.
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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.
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A country's middle class is its bedrock.
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Your company does not belong inmarkets where it cannot be the best.
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There is no such thing as a commodity. It is simply a product waiting to be differentiated.
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Companies pay too much attention to the cost of doing something. They should worry more about the cost of not doing it.
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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.
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Integrated marketing communications is a way of looking at the whole marketing process from the view point of the customer.
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In fact, Capitalism has a vested interest in creating new wants and making people unhappy until they acquire the next good.
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Many great ideas need refreshment and deeper analysis. Freedom, for example, is a great idea but it has become a cliché.
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Authentic marketing is not the art of selling what you make but knowing what to make!
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Whenever someone wonders how I could have written 57 books, I remind them that Isaac Asimov wrote 500 books.
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The theory of marketing is solid but the practice of marketing leaves much to be desired.
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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.
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The internet will create the winnerand bury the laggards.
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The most important thing is to forecast where customers are moving, and be in front of them.
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Every company should work hard to obsolete its own product line - before its competitors do.
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