The Kotler Paradox

The Kotler Paradox, named after marketing expert Philip Kotler, describes the challenge that as markets become more saturated with competitors and available options, consumers often become more selective and less loyal. Paradoxically, increased choices and marketing efforts can lead to reduced brand loyalty and customer retention. Essentially, the greater the variety and marketing, the harder it is for companies to keep consumers loyal, making it essential for businesses to innovate and differentiate themselves to maintain customer relationships amidst abundant options.