“Marketing is a race without a finishing line”
Forrás: Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know
Philip Kotler:
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Philip Kotler: Idézetek angolul
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.”
Philip Kotler, cited in: Stuart Crainer (2002), The 75 Greatest Management Decisions Ever Made, p. 37
As cited in: Jay Conrad Levinson (1999), Mastering Guerrilla Marketing. p. 218
Marketing Management: Analysis, Planning, Implementation and Control, 1967
Philip Kotler (1999), as cited in: Dennis Adcock, Al Halborg, Caroline Ross (2001), Marketing: Principles and Practice. p. 208
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
Forrás: Marketing Management, Millenium Edition, 2001, p. 41 ; Chapter 3. Corporate and Division Strategic Planning
Forrás: Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know, 2011, p. 127; Quote in the context of new product development.
Philip Kotler cited in: Michael R. Czinkota (1999), Marketing: Best Practices. p. 11
Philip Kotler cited in: Morgen Witzel, "First Among Marketers". Financial Times. August 6, 2003.
Philip Kotler (1993), as cited in: Gerald A. Cole (2003), Strategic Management, p. 131
Philip Kotler (2012). Kotler On Marketing, p. 125: About defining the Target Market
Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman & Torben Hansen. (2009). Marketing Management. p. 819
Forrás: Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know, 2011, p. xiv
