“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.”

—  Philip Kotler

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

Adopted from Wikiquote. Last update Sept. 26, 2021. History

Help us to complete the source, original and additional information

Do you have more details about the quote "Authentic marketing is not the art of selling what you make but knowing what to make! It is the art of identifying and …" by Philip Kotler?
Philip Kotler photo
Philip Kotler 13
American marketing author, consultant and professor 1931

Related quotes

Philip Kotler photo

“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 (1931) American marketing author, consultant and professor

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

“In business, the followers are the customers. To produce these customers, the entire corporation must be viewed as a customer-creating and customer satisfying organism. Management must think of itself not as producing products but as providing customer creating value satisfactions. It must push this idea (and everything it means and requires) into every nook and cranny of the organization.”

Theodore Levitt (1925–2006) American economist and professor at Harvard Business School

Source: Marketing Myopia, 1960, p. 20-21

“The difference between marketing and selling is more than semantic. Selling focuses on the needs of the seller; marketing on the needs of the buyer. Selling is preoccupied with the seller’s need to convert his product into cash; marketing with the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering and finally consuming it.”

Theodore Levitt (1925–2006) American economist and professor at Harvard Business School

Source: Marketing Myopia, 1960, p. 10

“Product and service quality can be defined as the total composite product and service characteristics of marketing, engineering, manufacturing, and maintenance through which the product and service in use will meet the expectations of the customer.”

Armand V. Feigenbaum (1922–2014) American businessman

Variant: Product quality can then be defined as: The composite product characteristics of engineering and manufacturing that determine the degree to which the product, in use, will meet the expectations of the customer.
Source: Total Quality Control, 1983, p. 7

Timothy Ferriss photo

“Creating demand is hard. Filling demand is easier. Don't create a product, then seek someone to sell it to. Find a market - define your customers - then find or develop a product for them.”

Timothy Ferriss book The 4-Hour Workweek

The 4-Hour Workweek (2007)

“Those responsible for marketing had to sell, not a product, but the idea that their firm was able to produce what the customer required. The product was developed after the order had been secured, the design being, in many cases, modified to suit the requirements of the customer. In mass production firms, the sequence is quite different: product development came first, then production, and finally marketing.”

Joan Woodward (1916–1971) British sociologist

Source: Management and technology, Problems of Progress Industry, 1958, p. 23

Steve Blank photo

“In a startup, founders define the product vision and then use customer discovery to find customers and a market for that vision.”

Steve Blank (1953) American businessman

Source: The Startup Owner’s Manual (2012), p. 25.

Clayton M. Christensen photo

“[There is a distinguishes between] low-end disruption which targets customers who do not need the full performance valued by customers at the high end of the market and "new-market disruption" that targets customers that could previously not be served profitably by the incumbent.”

Clayton M. Christensen (1952–2020) Mormon academic

Christensen (2003) The Innovator's Solution. p. 22-23
2000s

Melanie Perkins photo

“Solve customer problems and make sure that the customer is representative of a large market and then you will have a pretty good formula.”

Melanie Perkins (1987) Australian technology entrepreneur

Source: https://twitter.com/arjunmahadevan/status/1677775875369058304

“I do not mean that selling is ignored. Far from it. But selling, again, is not marketing. As already pointed out, selling concerns it with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariably does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy customer needs. The customer is somebody "out there" who, with proper cunning, can be separated from his loose change.”

Theodore Levitt (1925–2006) American economist and professor at Harvard Business School

Source: Marketing Myopia, 1960, p. 19

Related topics