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
Number
Expertise
Especially
Smaller
Numbers
Limited
Focus
Firm
Issues
Develop
Issue
Firms
Areas
Branding
Keys
Superb

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The theory of marketing is solid but the practice of marketing leaves much to be desired.
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Authentic marketing is not the art of selling what you make but knowing what to make!
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Every business is a service business. Does your service put a smile on the customer's face?
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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.
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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.
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CEOs need to produce continuous growth in sales and profits. Yet they must also invest in sustainability and social responsibility, which then leave them less money for financing their growth.
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Most of the productivity gains appear to go to the top 1 percent. Most people don't have enough income and as a result, they borrow additional money by using their credit card and they fall into high debt. The result of the growing income gap is a slower growing GDP (too few people with money to spend) and a rising tide of indebtedness.
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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.
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Marketing takes a day to learn. Unfortunately, it takes a lifetime to master.
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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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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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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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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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My parents, and their interest in making the world a better place for more people inspired me.
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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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Every company should work hard to obsolete its own product line - before its competitors do.
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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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The most important thing is to forecast where customers are moving, and be in front of them.
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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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Good companies will meet needs great companies will create markets.
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