43 Great Philip Kotler Quotes

Philip Kotler is an American marketing author and consultant. With more than 14 honorary degrees earned from around the world, Kotler is also the founder of the World Marketing Summit. Through his decades of experience and authoring over 55 marketing books, Kotler has shared some invaluable advice. Here is a look at some of the best Philip Kotler quotes from his time.

“Authentic marketing is not the art of selling what you make but knowing what to make.”

“Companies pay too much attention to the cost of doing something. They should worry more about the cost of not doing it.”

“Companies worry to much about the cost of doing something. They should worry about the cost of not doing it. ”

“Competitive advantage is a company’s ability to perform in one or more ways that competitors cannot or will not match.”

“Cost is of no importance in setting the price. It only helps you to know whether you should be making the product. ”

“Don’t buy market share. Figure out how to earn it.”

“Every business is a service business. Does your service put a smile on the customer’s face?”

“Every company should work hard to obsolete its own product line – before its competitors do.”

“Good companies will meet needs; great companies will create markets.”

“Good customers are an asset which, when well managed and served, will return a handsome lifetime income stream for the company.”

“I would rather improve my business every day than depend on a breakthrough every year. ”

“Integrated marketing communications is a way of looking at the whole marketing process from the view point of the customer.”

“It is more important to do what is strategically right than what is immediately profitable.”

“It is no longer enough to satisfy your customers. You must delight them.”

“Many businesses are wisely turning their suppliers and distributors into valued partners.”

“Marketing is a race without a finishing line.”

“Marketing is becoming a battle based on information than on sales power.”

“Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.”

“Marketing is the set of human activities directed at facilitating and consummating exchanges.”

“Marketing takes a day to learn. Unfortunately, it takes a lifetime to master.”

“Our job is to wake up the consumers. If we become predictable, that’s not waking them up. ”

“Poor firms ignore their competitors; average firms copy their competitors; winning firms lead their competitors.”

“Successful ‘go to market’ strategies require integrating retailers, wholesalers, and logistical organizations.”

“The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.”

“The best advertising is done by satisfied customers.”

“The best way to hold customers is to constantly figure out how to give them more for less.”

“The future isn’t ahead of us. It has already happened.”

“The internet will create the winner and bury the laggards.”

“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.”

“The major cause of company failure is company success.”

“The marketing organization will have to redefine its role from managing customer interactions to integrating and managing all the company’s customer-facing processes.”

“The most important thing is to forecast where customers are moving, and be in front of them.”

“The sales department isn’t the whole company, but the whole company better be the sales department.”

“The successful salesperson cares first for the customer, second for the products.”

“The theory of marketing is solid but the practice of marketing leaves much to be desired.”

“There is no such thing as a commodity. It is simply a product waiting to be differentiated.”

“There is only one winning strategy. It is to carefully define the target market and direct a superior offering to that target market.”

“Today you have to run faster to stay in place.”

“Today’s smart marketers don’t sell products; they sell benefit packages. They don’t sell purchase value only; they sell use value.”

“Watch the product life cycle; but more important, watch the market life cycle.”

“We are living in a world that is no longer facing a shortage of goods, but a shortage of customers. ”

“Who should ultimately design the product? The customers, of course. ”

“Your company does not belong in markets where it cannot be the best.”

Philip Kotler discusses the best ways to market your way to growth by following these great tips and marketing principles.

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