Kotler [top] [ Recommended - Anthology ]

You cannot sell to everyone. Kotler championed the process of STP (Segmentation, Targeting, and Positioning) . Break the market down into logical segments, target the ones where you have a competitive advantage, and position your brand so consumers immediately understand what you stand for.

: His most advanced philosophy argues that businesses must balance customer satisfaction with the long-term well-being of both the consumer and society. Key Frameworks and Contributions kotler

Kotler's genius lies in his ability to create simple, powerful, and actionable frameworks that form the bedrock of marketing strategy. You cannot sell to everyone