Philip Kotler is often referred to as the “Father of Modern Marketing.” For over 50 years, he taught at the Kellogg School of Management, Northwestern University, Evanston, Illinois. His famous book, “Marketing Management,” is the most widely used textbook in the field of marketing worldwide. Kotler provided the shortest and most comprehensive definition of marketing when he said, “Marketing is satisfying needs profitably” in his book: “My Adventures in Marketing: The Autobiography of Philip Kotler,” which gathered stories from his years as one of the early global thinkers in marketing.
According to Jim Collins, the author of “Good to Great,” “Philip Kotler is the sage of marketing, with wide knowledge, deep insight, and an amazing ability to simplify a complex subject sincerely. Kotler continues as a teacher and mentor, shaping the minds of marketing leaders around the world, and through his writings, he can shape your mind as well.”
Born on May 27, 1931, in Chicago, Philip Kotler is a doctor, author, academic, and American consultant.
He is considered one of the key figures who laid the foundation for modern marketing worldwide, and his books are studied in universities around the world. In addition to teaching, he worked as a consultant for marketing strategies, planning, organization, and international marketing for major global companies such as IBM, Michelin, General Electric, Motorola, and others.

Here are 37 of Philip Kotler’s most important quotes and pieces of advice in the field of marketing:

1.Marketers should stop wasting time and go back to the original ideas related to building, delivering, and communicating value to the target market.
2.You should not go to the battlefield before winning the war on paper, and the good news is that you can learn marketing in one hour; the bad news is that it takes a long time to excel at it.
3.Marketing is the task of doing what you do best before creating the product. If three years are spent developing a product, it will not be the right product.
4.It is more important to do what is strategically right than what is immediately profitable.
5.Marketing is not the art of finding clever ways to dispose of what you make; it is the art of creating genuine customer value through quality, service, and value.
6.Marketing is a set of human activities aimed at facilitating and consummating exchanges.
7.Salespeople are not the entire company, but the entire company must be the salespeople.
8.Successful salespeople care first about the customer and second about the products.
9.Companies that understand the real role and potential of marketing will use it as an engine for their business strategy, not just as a tactical compliment.
10.You get the best marketing from satisfied customers.
11.Successful salespeople focus on the customer first and products second.
12.Companies should worry more about the cost of not doing something than the cost of doing something.
13.Customer Relationship Management is one of the most promising new marketing developments in recent years. When used correctly, CRM can be highly effective. The more a company knows about its customers and their expectations, the better it can compete.
14.Marketing management is the art and science of choosing target markets and building, delivering, and capturing value through relationships.
15.Companies should be more than profit-making machines; they should be aware that they are using resources and trying to turn resources into value. Therefore, they should make life better in their target markets.
16.There is only one winning strategy: carefully defining the target market and offering a great proposition for that market.
17.Newcomers to marketing should decide where their interests and capabilities lie. Do they lie in research, where we always need information about each group we want to serve? They will need tools and surveys, but others may want to be in sales, closer to buyers and serving their needs. Others may prefer to be more inclined toward the digital side, where they believe in the value of data and have the necessary accounting tools to discover insights into how marketing works and what achieves results.
18.The most important thing is to anticipate where customers are going and be there with them.
19.I see marketing as a palace with many rooms; we really need product managers and growth managers and pricing specialists, and advertisers. It is important for someone interested in marketing to see the latest developments in their palace.
20.Poor companies ignore their competitors; average companies imitate their competitors, and winning companies lead their competitors.
21.Cost is not important in determining price; it only helps you know whether you should make the product or not.
22.Over the past sixty years, marketing itself has evolved from focusing on the product (Marketing 1.0) to revolving around the consumer (Marketing 2.0). Now, we observe how marketing is transforming once again in response to the new dynamics of the environment. We see companies expanding their focus from products to consumers to human issues. Marketing 3.0 is the stage where companies shift from consumer-centricity to human-centricity, where profitability is balanced with corporate responsibility.
23.It’s no longer enough to satisfy your customers; you must delight them.
24.Marketing is a race without a finish line.
25.Our mission is to surprise customers. If we become predictable, it won’t stimulate them.
26.Smart marketers don’t sell products today; they sell bundles of benefits. They don’t just sell purchase value but also usage value.
27.The key to branding (brand building), especially for small companies, is to focus on a limited number of areas in the sector and develop high expertise in those areas.
28.The toughest task is informing the customer that your competitor has a better product.
29.The future of marketing lies in marketing databases, through which we know enough about each customer to offer suitable and personalized offers to each of them.
30.Marketing art is largely the art of brand building. When there’s nothing, it’s not a brand; it’s likely to be looked at as a commodity.
31.A good company offers excellent products and services, a great company also offers excellent products and services, but it strives to make the world a better place.
32.The research and development department, not the sales department, should be held accountable for the success of any product.
33.The goal of selling is to meet the customer’s need; the goal of marketing is to understand his need.
34.Every company needs two marketing departments: one that masters the disposal of today’s products and the other that has mastered the strategy of imagining tomorrow’s products.
35.If the marketer does well in identifying consumer needs, developing appropriate products, pricing, distributing, and promoting them effectively, these goods will sell very easily.
36.Marketing is the creative use of truth.
37.Markets are constantly changing faster than marketing.