Put forward the view that "excellent companies meet needs; outstanding companies create markets".

Before Philip Kotler, marketing was synonymous with the 4P marketing mix (product, pricing, place, promotion). With the continuous broadening of the marketing concept, Redefining the 4Ps has become a top priority. Philip Kotler mentioned in his book: "Enterprises must actively create and nourish the market." "Excellent companies meet needs; outstanding companies create markets." is his famous saying.

Marketing involves market arrangements, market research, and customer relationship management. Philip Kotler once wrote that marketing is the key to "creating value and improving living standards around the world." It can "Meet people's needs while making profits." He has been trying to elevate the discussion of marketing above products and services. "High Visibility" (High Visibility, 1998) published in 1987 is centered around the location of marketing. , ideas, and visibility, some of his writings are aimed at specific audiences, including non-profit organizations, religions, and even museums. He firmly believes that the most fulfilling marketing work in the world should "bring more health and education to people, so that people's quality of life can fundamentally change."

< p>Dedicated to studying the impact of the Internet on marketing concepts.

Philip Kotler has an in-depth explanation in his "Marketing Moves: A New Approach to Profits, Growth and Renewal (2002)". The definition is "...the company integrates information energy such as entrepreneurial resource arrangement, supply chain management and customer relationship management in exchange for greater success in the market." This requires the use of the Internet, corporate internal networks and external Network, combined into a cooperation network to achieve development, will be all-round, because marketing is no longer regarded as an independent activity based on various departments, it must also become a "supply and marketing chain and cooperation network in the enterprise" designers."

Marketing must be at the center of business activity, and its focus must be on the customer: "In a world of overabundance of products and shortage of customers, customer focus is the key to success. " He looked at companies such as Amazon. Amazon seems to have a great competitive advantage because it does not have huge fixed assets, but it must work hard on marketing to build a brand image and maintain customer loyalty.

Research on marketing ideas

Philip Kotler talks about the five disciplines of outstanding CMOs Dr. Kotler has been committed to marketing strategy and planning, marketing organization, international marketing and society Marketing research, his latest research areas include: high-tech marketing, research on competitive advantages of cities, regions and countries, etc. Some of the concepts he created, such as reverse marketing and social marketing, are widely used and practiced by people. [6]