Philip Kotler - Collected Quotes

"Good mission statements focus on a limited number of goals, stress the company's major policies and values, and define the company's major competitive scopes." (Philip Kotler, "Marketing Management: Analysis, Planning, Implementation and Control", 1967)

"Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value. It is the art of helping your customers become better of." (Philip Kotler, "Marketing Management: Analysis, Planning, Implementation and Control", 1967)

"Marketing management is the analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives." (Philip Kotler, "Strategic Management: Analysis, Planning, Implementation and Control", 1993)

"Companies pay too much attention to the cost of doing something. They should worry more about the cost of not doing it." (Philip Kotler, "Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know", 2003)

"A clear, thoughtful mission statement, developed collaboratively with and shared with managers, employees, and often customers, provides a shared sense of purpose, direction, and opportunity." (Philip Kotler & Kevin L Keller, "Marketing Management" 15th Ed., 2016)

"Culture is the fundamental determinant of a person’s wants and behavior." (Philip Kotler & Kevin L Keller, "Marketing Management" 15th Ed., 2016)

"Goals indicate what a business unit wants to achieve; strategy is a game plan for getting there. Every business must design a strategy for achieving its goals, consisting of a marketing strategy and a compatible technology strategy and sourcing strategy." (Philip Kotler & Kevin L Keller, "Marketing Management" 15th Ed., 2016)

"Good mission statements have five major characteristics. (1) They focus on a limited number of goals. (2) They stress the company’s major policies and values. (3) They define the major competitive spheres within which the company will operate. (4) They take a long-term view. (5) They are as short, memorable, and meaningful as possible." (Philip Kotler & Kevin L Keller, "Marketing Management" 15th Ed., 2016)

"Strategic planning happens within the context of the organization. A company’s organization consists of its structures, policies, and corporate culture, all of which can become dysfunctional in a rapidly changing business environment. Whereas managers can change structures and policies (though with difficulty), the company’s culture is very hard to change. Yet adapting the culture is often the key to successfully implementing a new strategy." (Philip Kotler & Kevin L Keller, "Marketing Management" 15th Ed., 2016)

"To ensure they execute the right activities, marketers must prioritize strategic planning in three key areas: (1) managing the businesses as an investment portfolio, (2) assessing the market’s growth rate and the company’s position in that market, and (3) establishing a strategy. The company must develop a game plan for achieving each business’s long-run objectives." (Philip Kotler & Kevin L Keller, "Marketing Management" 15th Ed., 2016)