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Philip Kotler je v současnosti považován za jednu ze špičkových a nejznámějších autorit v oboru marketingu. Philip Kotler je držitelem čestné profesury S. C. Johnson and Son v oboru mezinárodní marketing na J. L. Kellogg Graduate School of Management na Northwestern University. Magisterský titul získal na University of Chicago a titul Ph.D na MIT, oba v oboru ekonomie. Profesor Kotler napsal více než 50 knih o všech aspektech marketingu. Mezi ně patří i celosvětově nejužívanější učebnice pro vysoké školy, Marketing Management. Ta vyšla již ve 14 edicích. Kotler publikoval více než 150 článků v předních časopisech, např. Harvard Business Review, Sloan Management Review, Journal of Marketing, Management Science a v Journal of Business Strategy. Jeho práce jsou zmíněny alespoň jednou v každé kapitole jakékoliv knihy, která se věnuje největším teoretikům byznysu a managementu. Pracoval jako poradce v oblasti strategie marketingu, plánování, organizace marketingu a mezinárodní marketing pro společnosti IBM, General Electric, AT&T, Honeywell, Bank of America, Merck a další. Spolupracoval také s některými vládami jako poradce v otázkách, jak vyvíjet a využívat schopnosti a zdroje vládních firem ke konkurenci na globálním trhu. Kotler je také zakladatelem světového marketingového summitu, jehož každoroční konference se věnují hledání způsobu, jak zlepšit kvalitu lidského života. Je také spoluzakladatelem prvního světového muzea marketingu v Ubudu a prvním odborníkem na marketing, který se objevil na poštovní známce. Wikipedia  

✵ 27. květen 1931
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Philip Kotler: 16   citátů 1   lajk

Philip Kotler nejznámější citáty

„Firmy prodávají produkty, ale zákazníci kupují značky.“

Philip Kotler

„Naučit se základům marketingu trvá zhruba den. Zvládnout marketing do hloubky bohužel zabere celý život.“

Philip Kotler

Philip Kotler: Citáty anglicky

“Marketing is a race without a finishing line”

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Philip Kotler

Zdroj: Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know

“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.”

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Philip Kotler

Cited in: Robert W. Price (2001), Internet and Business, 2001-2002. p. 117
Marketing Management: Analysis, Planning, Implementation and Control, 1967

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

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Philip Kotler

Philip Kotler, cited in: Stuart Crainer (2002), The 75 Greatest Management Decisions Ever Made, p. 37

“Authentic marketing is not the art of selling what you make but knowing what to make! It is the art of identifying and understanding customer needs and creating solutions that deliver satisfaction to the customers, profits to the producers, and benefits for the stakeholders. Market innovation is gained by creating customer satisfaction through product innovation, product quality, and customer service. It these are absent, no amount of advertising, sales promotion, or salesmanship can compensate.”

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Philip Kotler

As cited in: Jay Conrad Levinson (1999), Mastering Guerrilla Marketing. p. 218
Marketing Management: Analysis, Planning, Implementation and Control, 1967

“The art of marketing is largely the art of brand building. When something is not a brand, it will be probably be viewed as a commodity.”

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Philip Kotler

Philip Kotler (1999), as cited in: Dennis Adcock, ‎Al Halborg, ‎Caroline Ross (2001), Marketing: Principles and Practice. p. 208

“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. These include:”

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Philip Kotler

Industry scope: The industry or range of industries in which a company will operate. For example, DuPont operates in the industrial market... and 3M will go into almost any industry where it can make money.
Products and applications scope: The range of products and applications that a company will supply. St. Jude Medical aims to “serve physicians worldwide with high-quality products for cardiovascular care.”
Competence scope: The range of technological and other core competencies that a company will master and leverage. Japan’s NEC has built its core competencies in computing, communications, and components to support production of laptop computers, televisions, and other electronics items.
Market-segment scope: The type of market or customers a company will serve. For example, Porsche makes only expensive cars for the upscale market and licenses its name for high-quality accessories.
Vertical scope : The number of channel levels from raw material to final product and distribution in which a company will participate... [or] may outsource design, manufacture, marketing, and physical distribution.
Geographical scope: The range of regions or countries in which a company will operate. At one extreme are companies that operate in a specific city or state...
A company must redefine its mission if that mission has lost credibility or no longer defines an optimal course for the company
Zdroj: Marketing Management, Millenium Edition, 2001, p. 41 ; Chapter 3. Corporate and Division Strategic Planning

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

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Philip Kotler

Zdroj: Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know, 2011, p. 127; Quote in the context of new product development.

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

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Philip Kotler

Philip Kotler cited in: Michael R. Czinkota (1999), Marketing: Best Practices. p. 11

“The organization's marketing task is to determine the needs, wants and interests of target markets and to achieve the desired results more effectively and efficiently than competitors, in a way that preserves or enhances the consumer's or society's well-being.”

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Philip Kotler

Philip Kotler cited in: Morgen Witzel, "First Among Marketers". Financial Times. August 6, 2003.

“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.”

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Philip Kotler

Philip Kotler (1993), as cited in: Gerald A. Cole (2003), Strategic Management, p. 131

“No company in its right mind tries to sell to everyone. Gillette does not try to sell razor blades to preteens, and Kimberly-Clark doesn't try to sell its Huggies to childless families. A savvy steel company doesn't try to sell steel to every steel-using company.”

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Philip Kotler

Philip Kotler (2012). Kotler On Marketing, p. 125: About defining the Target Market

“Is marketing management an art or a science? Some marketing observers maintain that good marketing is more of an art and does not lend itself to rigorous analysis and deliberation. Others strongly disagree and contend that marketing management is a highly disciplined enterprise that has much in common with other business disciplines.”

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Philip Kotler

Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman & Torben Hansen. (2009). Marketing Management. p. 819

“The good news is that marketing takes a day to learn. The bad news is that it takes a lifetime to master!”

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Philip Kotler

Zdroj: Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know, 2011, p. xiv