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

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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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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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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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The internet will create the winnerand bury the laggards.
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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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Every company should work hard to obsolete its own product line - before its competitors do.
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Good companies will meet needs great companies will create markets.
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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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Robots equipped with software can be designed to do repetitive jobs. All that you need in a factory is a set of dials, an expert, and a dog to keep the expert awake. We will be moving shortly to the next stage to robots with artificial intelligence who can think.
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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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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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In America, we are not lacking solutions. We are lacking a two-party system that is willing to agree on solutions. Part of this is due to rigid ideological positioning that substitutes for really thinking about the facts and solutions.
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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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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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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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There is no such thing as a commodity. It is simply a product waiting to be differentiated.
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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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The theory of marketing is solid but the practice of marketing leaves much to be desired.
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The best advertising is done by satisfied customers.
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