вЂў received a master degree in the economy вЂў received a Ph.D. вЂў defended the scientific work in mathematics Philip Kotler п‚ћ first published in 1967. п‚ћ has 12 editions. вЂњThere are few MBA graduates alive who have not ploughed through Kotler's encyclopaedic textbook and have not benefited enormously from doing so...I can think of few other books...whose insights would be of more practical benefit to the average company.вЂќ 1. 2. 3. 4. 5. 6. 7. Segment the market. Client is really important. Study your competitors. Establish partnerships with all stakeholders. Develop a system for searching and selecting the most promising market opportunities. Use the planning system, which will prepare equally effective long-term and short-term plans. Use the strict quality control of your products and services п‚ћ п‚ћ п‚ћ п‚ћ п‚ћ Today you have to run faster to stay in place. Sell value, not price. The best way to hold costumers is to constantly figure out how to give them more for less. DonвЂ™t buy market share. Figure out how to earn it. Poor firms ignore their competitors; average firms copy their competitors; wining firms lead their competitors.