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Philip Kotler

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• received a master degree in the
economy
• received a Ph.D.
• defended the scientific work in
mathematics
Philip
Kotler
п‚ћ first published in
1967.
п‚ћ has 12 editions.
“There 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.”
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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
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п‚ћ
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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.
Don’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.
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