Ten Deadly Marketing Sins: Signs and Solutions

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9780471650225: Ten Deadly Marketing Sins: Signs and Solutions
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Marketing's undisputed doyen offers an unbeatable guide on what not to do
As the cost of marketing rises, its effectiveness is in decline. CEOs want a return on their marketing investment, but can't be sure their marketing efforts are even working. Truly, marketers have to shape up or watch their business go south. In this clear and comprehensive guide, renowned marketing expert Philip Kotler identifies the ten most common-and most damaging-mistakes marketers make, and how to avoid them. But these ten mistakes are much more than simple mess-ups; they're glaring deficiencies that prevent companies from succeeding in the marketplace. In Ten Deadly Marketing Sins, Kotler covers each sin in-depth in its own chapter and offers practical, proven guidance for reversing them. Marketers will learn how to stay market-focused and customer-driven, fully understand their customers, keep track of the competition, manage relationships with stakeholders, find new opportunities, develop effective marketing plans, strengthen product and service policies, build brands, get organized, and use technology to the fullest.
Covering crucial topics every marketer must understand, Ten Deadly Marketing Sins is a must-have for anyone who want to remain competitive in an increasingly challenging marketplace. Packed with the kind of marketing wisdom only Kotler can provide, this is an indispensable resource for every company-and every marketer-who wants to develop better products, better marketing plans, and better customer relationships.
Ten Deadly Marketing Sins is an unbeatable resource from the most respected thinker in modern marketing.
Philip Kotler (Chicago, IL) is the S. C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management and the author of 15 books, including Marketing Insights from A to Z (0-471-26867-4) and Lateral Marketing (0-471-45516-4), both published by Wiley.

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From the Inside Flap:

Marketing has ceased to work today. New products are failing at a disastrous rate. Most advertising campaigns do not register anything distinctive in the customer’s mind. Direct mail barely achieves a one percent response rate. Most products come across as interchangeable commodities rather than powerful brands.

No wonder CEOs are demanding more accountability from marketing! They want their marketers to provide financial estimates of ROI, before and after each major campaign. Without profit accountability, marketing budgets will continue to be the first ones reduced when companies must cut their costs.

Why is marketing not working? Prolific author Philip Kotler identifies the ten worst deficiencies in contemporary marketing practice. They are:

  • The firm isn’t sufficiently market-focused and customer-driven
  • The firm doesn’t understand its target customers
  • The firm doesn’t monitor its competitors
  • The firm mismanages its relationship with stakeholders
  • The firm isn’t good at finding new opportunities
  • The firm’s marketing planning process is deficient
  • The firm’s product and service policies need tightening
  • The firm’s brand-building and communications efforts are weak
  • The firm isn’t well organized to carry out marketing
  • The firm has not made maximum use of technology

Devoting a chapter to each deficiency, Kotler first lists the signs and symptoms that indicate whether a company is guilty of this weakness–then proposes key improvements to strengthen your company’s practice. Kotler offers proven, actionable responses for putting failing marketing efforts back on track. These aren’t quick fixes, but real long-term solutions for long-term problems. Ten Deadly Marketing Sins offers a methodology for building real marketing efforts from top to bottom that get results–and return failing businesses to profitability.

Covering crucial topics every marketer must understand, Ten Deadly Marketing Sins is a must-read for marketers who want to remain competitive in an increasingly challenging marketplace. Packed with the kind of marketing wisdom only Kotler can provide, this is an indispensable resource for every company–and every marketer–who wants to develop better products and services, better marketing plans, and better customer relationships.

From the Back Cover:

Praise for TEN DEADLY MARKETING SINS

"More than just an indictment of current marketing practices, Philip Kotler’s new book is a sweeping overview of the role and function of marketing in the modern corporation. Be sure to read it."
–Al Ries, coauthor, The Origin of Brands: Discover the Natural Laws of Product Innovations and Business Survival

"This book should really be called the Eleven Deadly Sins. The eleventh sin would be for a CEO, CFO, or CMO to fail to read and act on the content of Kotler’s Ten Deadly Marketing Sins."
–Roger Blackwell, Professor of Marketing, The Fisher College of Business and coauthor, Brands That Rock: What Business Leaders Can Learn from the World of Rock and Roll

"In the current frenzied competition for customers, marketers are thinking so far ‘outside the box’ that they easily succumb to the most common, and fundamental, pitfalls in the business. With his usual savvy and straightforward style, Philip Kotler offers this book as insurance–a guide to what not to do."
–Don Peppers and Martha Rogers, founders, Peppers and Rogers Group and coauthors of the One-to-One Relationship book series

"With Phil Kotler’s many years of studying marketing, no one is better equipped at spotting marketing sins."
–Jack Trout, President, Trout & Partners Ltd. and author of Jack Trout on Strategy

"In his latest book, Professor Philip Kotler tells it like it is about the shockingly prevalent deficiencies in marketing practice today. Fortunately, he doesn’t stop there. Kotler shows exactly how you can turn things around when the first signs of a deadly marketing sin surface. Thank you . . . thank you . . . thank you for making it crystal clear that now is the time for marketing to take its rightful place as the driver of business success in our interactive society."
–Stan Rapp, coauthor of the MaxiMarketing trilogy and Max-e-Marketing in the Net Future

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