菲利普-科特勒认为在产品上难以做到独一无二的公司，将“营销的重点转移到情感销售主张，来代替独特销售主张”。

Philip Kotler says that the difficulty firms have in creating functional uniqueness has made them “focus on having a unique emotional selling proposition (an ESP) instead of a USP”.

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菲利普·科特勒提出的“顾客让渡价值”理论，为企业在后经济时代维系顾客关系的有效性提供了理论基础。

Philip Kotler put forward the theory, "Customer Transfer Value"which is the theoretical basis of maintaining the customers effectively.

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菲利普·科特勒认为，消费者让渡价值是消费者购买决策的依据，消费者会购买那些他们认为能提供高让渡价值的产品。

Philip Kotler argues that, the customers make purchasing decisions according to the customer delivered value. They'll buy those products which bears the high customer delivered valued.

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