"Kotler On Marketing: How To Create,  Win And Dominate Markets"

• "Marketing is the art of finding, developing, and profiting from opportunities"

• "The view that marketing and selling are the same is the most common type of confusion, held not only by the members of the public, but also by many business people."

• "The art of marketing is largely the art of brand building…But having a brand name is not enough. What does the brand name mean? What associations, performances, and expectations does it evoke? What degree of preference does it create? If it is only a .brand name, then it fails as a brand."

• "Creative retailers…are enhancing the shopping experience, adding fun, entertainment, or other customer delights to attract and please customers."

• "Yesterday’s marketers thought the most important skill was the ability to find new customers. ..Today’s consensus by marketers is the reverse. Keeping and growing customers are primary….A lost customer represents more than a loss of the next sale; the company loses the future profit on the customer’s lifetime purchase"

• "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"

• "My theory was that when somebody comes in with a good idea, you should challenge him or her, because there’s a real good chance they haven’t challenged themselves enough.."

• "It's sometimes necessary to enter a category just to kill it".

• "It's crucial to increase your marketing budget not to cut it when sales are down".

• "On Madison Avenue, I am called the Aya-Cola and Atilla the Hun because I am a demanding client. But that ‘s OK with me, because Atilla was a results-oriented guy."