What is Philip Kotler’s definition of marketing?

Philip Kotler’s definition emphasizes the value orientation of marketing: Marketing is the process by which individuals and collectives obtain what they need and want by creating products and values ??and freely exchanging products and values ??with others. a social and management process of things. The ultimate goal of marketing is to satisfy needs and wants.

In fact, Kotler's most important idea is that sales is not marketing, and the enterprise itself should be a marketing organization. This means that marketing is not just the specialty of sales personnel, but the core of the entire enterprise's organizational operations. This suddenly expands the marketing team to the entire enterprise level, which is of great significance.

"Companies must actively create and nourish the market", "Excellent companies meet needs, and outstanding companies create markets." This is Kotler's most famous conclusion, which is consistent with management master Drucker's Thoughts complement each other.

Extended information

The logic behind Kotler’s point of view is that most industries in the world have a surplus of products. In fact, the problem is not at the supply level, but at the demand level. Too many products chasing the favor of too few customers.

At the same time, globalization, information and network technology have also brought about huge market changes and had a revolutionary impact on the living environment of enterprises, all of which require enterprises to transform. Only by escaping the limitations of traditional marketing and turning to marketing to create corporate strategies can we more clearly define market capacity and the company's own positioning, and succeed in transformation.

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