Tweet

Marketing Advice from Philip Kotler

Written by: Stuart Ayling

Article Overview: Philip Kotler really did "write the book on marketing". He is a Distinguished Professor of International Marketing at the Kellogg Graduate School of Management (USA), and has authored more than 20 books including the classic text Marketing Management.

Marketing Advice from Philip Kotler

Philip Kotler really did "write the book on marketing". He is a Distinguished Professor of International Marketing at the Kellogg Graduate School of Management (USA), and has authored more than 20 books including the classic text Marketing Management.

The following quotes from Philip Kotler are taken from an interview with Management Consulting News in April 2004. The full transcript of that interview can be found here.

NOTE:
Even if you're not a management consultant the advice is still great. Most service businesses would greatly benefit from following these tips.

(I have added the comments in brackets, like this. - Stuart)

"The key to branding, especially for smaller firms, is to focus on a limited number of issue areas and develop superb expertise in those areas." (Knowledge is your brand. It is a major source of differentiation for your business.)

"Clients like to believe their consultants (and other service providers) are thinking about their business. Smart consultants will send occasional articles that they come across that might interest a client. They may go further and send articles that would have more of a personal, non-business interest for the client."

"A consulting firm (or service provider) needs to choose defined areas of expertise and become the best in those areas. (See the first point.) The firm should communicate its expertise through written articles, speeches, and exceptional performance. The firm should prepare effective brochures, ads, and other media. They should build a network of referral sources with accountants, lawyers and other professionals (and owners of complementary businesses - in person and via the internet)."

"The most important skill is client relationship management. Some people have a natural aptitude for gaining trust and respect from their clients. They are caring and sensitive people, good listeners and learners, and good problem solvers. The firm that hires more of these people (or trains the owner/operator) will succeed regardless of other things."

"Consultants (and service providers) need to identify the specific clients they want to acquire. Many years ago I told a law firm that it needed to distinguish between 'soliciting' for business and 'positioning' itself for business. The latter is much better and consists of building a reputation for doing something so well that word of mouth acts as the soliciting force, not sales calls." (But for some service business, sales calls cannot be completely eliminated.)

"Consultants (and most service providers) can learn more about marketing by attending short courses on marketing. They can contact a professor of marketing to use as an occasional consultant. They can arrange for class projects under the professor. They can solicit marketing ideas from their advertising agency (or members of their local business network). Ultimately they may spot an excellent professional marketer and put him or her on retainer (or consult with them on an as-needed basis)."

Related Articles
  Creating an Effective Marketing Plan for Your New Business
  Leadership Branding (Redux)
  Acting On Your Marketing Actions
  Four Ways for Sales and Marketing Pros to Segment Their Target Market
  Business Plan Templates

Article Tags:



Related Forum Posts
Re: The best place_ - [quote="Philip":1nh17r3k]What an excellent page to learn Kevin! Thank you very much! I’ve been reading and enjoying each phrase, and I think to apply everything.[/quote:1nh17r3k] No problem Philip, glad I could be of some help!
Re: What is your Business? - We are running a Online Marketing Firm and we have some good clients to which we are offering a complete Digital Marketing strategy like Search, Mobile Marketing, Branding and Design. I think in Online Marketing company online presence can be a wining factor for the success of the company.
Re: Hi from Greenville, SC - Hi Philip, A warm welcome to the forum, I hope you enjoy your time here. I look forward to reading your contributions around the topics, regards, Mal.
Re: Let’s talk about the ways of marketing your products, servic - I agree with some of the others who responded it depends on what your selling... but to answer your questions here are some of the methods I use. Forum Marketing Yahoo Answers (I need to use more of) SEO (Search Engine Optimization) Bum Marketing or Article marketing P-P-C (Pay Per Click) Marketing Online Directories Hope this helps.
Re: Should Evan add a "Social Media Marketing" category to the f - Hi, Online Marketing would be a great title, and having sub categories would make it even better, there would plenty of categories to choose from, Social Media, SEO, Article Marketing and yes even Affiliate Marketing to name just a few, great looking site btw Jeff, take care, Carol


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Looking for an Easy Online Business Opportunity?

Igniting Your Unstoppable Business Destiny

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.