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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 Philip Kotler (2012)

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More quotes by Philip Kotler

Good companies will meet needs; great companies will create markets.

Stuart Crainer (2002)

The sales department isn't the whole company, but the whole company had better be the sales department.

Philip Kotler cited in: Michael R. Czinkota (1999)

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)

Companies pay too much attention to the cost of doing something. They should worry more about the cost of not doing it.

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.

Robert W. Price (2001)

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Attribution

Quote text and notes from Wikiquote: Philip Kotler (page history), available under CC BY-SA 4.0. Source quality and labels are our own summary of what Wikiquote records.