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.
Jadual kandungan
Introduction: The State of Marketing Today.
Chapter 1: Your Company Is Not Sufficiently Market Focused and
Customer Driven.
Chapter 2: Your Company Does Not Fully Understand Its Target
Customers.
Chapter 3: Your Company Needs to Better Define and Monitor Its
Competitors.
Chapter 4: Your Company Has Not Properly Managed Its
Relationships with Its Stakeholders.
Chapter 5: Your Company Is Not Good at Finding New
Opportunities.
Chapter 6: Your Company’s Marketing Planning Process Is
Deficient.
Chapter 7: Your Company’s Product and Service Policies
Need Tightening.
Chapter 8: Your Company’s Brand-Building and Communication
Skills Are Weak.
Chapter 9: Your Company Is Not Well Organized to Carry On
Effective and Efficient Marketing.
Chapter 10: Your Company Has Not Made Maximum Use of
Technology.
Epilogue: The Ten Commandments of Marketing Effectiveness.
Index.
Mengenai Pengarang
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.
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