The Little Book of Big Management Wisdom

QUOTATION 8

PHILIP KOTLER ON CREATING MARKETS

Use this to help you search for new markets.

Philip Kotler (b. 1931) is an American author and consultant who has written over 50 books on marketing. He is also Professor of International Marketing at the Kellogg School of Management at Northwestern University, Illinois. He suggests that:

Good companies will meet needs. Great companies will create markets.

Philip Kotler

An example of how to create a market was provided by John Paul Getty who famously established a string of petrol stations across America at a time when motoring was reserved for the very rich. In doing so, he helped create the conditions in which the modern car industry could develop and, in turn, a market for his own oil ...