The art of marketing is largely the art of brand building. When something is not a brand, it will be probably be viewed as a commodity. Philip Kotler (1999)
Marketing management is the analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives. Philip Kotler (1993)
No company in its right mind tries to sell to everyone. Gillette does not try to sell razor blades to preteens, and Kimberly-Clark doesn't try to sell its Huggies to childless families. A savvy steel company doesn't try to sell steel to every steel-using company. Philip Kotler (2012)