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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.

Philip Kotler

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Philip Kotler
Age: 93
Born: 1931
Born: May 27
Author
Businessperson
Economist
Mathematician
University Teacher
Writer
Chicago
Illinois
People
Value
Units
Groups
Satisfy
Values
Choosing
Distinguishes
Business
Aim
Proposition
Wells
Decide
Unit
Well
Strategy
Aims
Need
Indeed
Propositions
Needs
Group
Competitors

More quotes by Philip Kotler

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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.
Philip Kotler
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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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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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Companies pay too much attention to the cost of doing something. They should worry more about the cost of not doing it.
Philip Kotler
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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.
Philip Kotler
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Great insight comes from seeing something as odd and finding out why.
Philip Kotler
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Poor firms ignore their competitors average firms copy their competitors winning firms lead their competitors.
Philip Kotler
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A country's middle class is its bedrock.
Philip Kotler
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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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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.
Philip Kotler
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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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Integrated marketing communications is a way of looking at the whole marketing process from the view point of the customer.
Philip Kotler
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My parents, and their interest in making the world a better place for more people inspired me.
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.
Philip Kotler
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Authentic marketing is not the art of selling what you make but knowing what to make!
Philip Kotler
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Your company does not belong inmarkets where it cannot be the best.
Philip Kotler
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In working on any one problem, such as higher minimum wages, so many other issues come into play, such as some businesses possibly closing down, thus creating fewer jobs and more unemployment and incentivizing companies to import more goods from abroad, which leads to even less employment at home, and so on.
Philip Kotler
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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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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.
Philip Kotler
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Marketing takes a day to learn. Unfortunately, it takes a lifetime to master.
Philip Kotler