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”.

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”。

youdao

Philip Kotler (born 1931), who has been a professor of marketing at the school for over 40 years, is largely responsible for that.

菲利普·科斯勒曾任该学院营销学教授40多年，对此功不可没。

youdao

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

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。

youdao

Philip Kotler gives the example of the brick industry, which is about as close to being a commodity business as is possible.

ECONOMIST: Idea

Philip Kotler (born 1931), who has been a professor of marketing at the school for over 40 years, is largely responsible for that.

ECONOMIST: Guru

While many articles either bemoan or belittle marketing, it was refreshing to hear Dr. Philip Kotler talk about the good that marketers can create.

FORBES: Can CMOs Create A Better World Through Marketing?