Ten Deadly Marketing Sins: Signs and Solutions - Hardcover

Über die Autorin bzw. den Autor

PHILIP KOTLER is the S.C. Johnson Distinguished Professor of International Marketing at Northwestern University s Kellogg School of Management and the author of thirty books, including Marketing Insights from A to Z and Lateral Marketing, both available from Wiley.

Von der hinteren Coverseite

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

Aus dem Klappentext

Marketing has ceased to work today. New products are failing at a disastrous rate. Most advertising campaigns do not register anything distinctive in the customers 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 isnt sufficiently market-focused and customer-driven
• The firm doesnt understand its target customers
• The firm doesnt monitor its competitors
• The firm mismanages its relationship with stakeholders
• The firm isnt good at finding new opportunities
• The firms marketing planning process is deficient
• The firms product and service policies need tightening
• The firms brand-building and communications efforts are weak
• The firm isnt 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 weaknessthen proposes key improvements to strengthen your companys practice. Kotler offers proven, actionable responses for putting failing marketing efforts back on track. These arent 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 resultsand 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 companyand every marketerwho wants to develop better products and services, better marketing plans, and better customer relationships.