Ten Deadly Marketing Sins: Signs and Solutions

By Philip Kotler

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.

• Format: Hardcover
• Language: English
• ISBN: 0471650226
• ISBN13: 9780471650225
• Release Date: April 2004
• Publisher: Wiley
• Length: 160 Pages
• Weight: 0.65 lbs.
• Dimensions: 0.9" x 5.8" x 8.6"

Customer Reviews

A Useful Framework

Philip Kotler provides an easy-to use checklist for you to improve your marketing performance. You can print the ten items of the list on a single page it and review it regularly to find something useful. The book itself is very easy to read and is targeted for broader audience. It provides both lots of real-life examples and advices. There is a similar book, written two years before. It is the same in usefulness, but more entertaining and vivid: "A Genie's Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius" by Jack Trout. It also has has 10 chapters - in each chapter, Trout answers an important marketing question. Please consider reading both of them. If you like to go further, I can recommend the books by Jack Welch: "Winning" and "Straight from the Gut". Although the are not explicitly about marketing, you will find a lot of marketing genius from them.

MEZUNLARA PAZARLAMA HATIRLATMASI

Arkadaslar Kitabin ingilizcesi Super lise okuyan birinin anliyacagi saflikta, kitabi sikilmadan 1 gunde bitire bilirisiniz. Kitapta soylenen yeni hic bir sey yok. Bildiginiz ama unuttugunuz pazarlama terimlerini hatirlamaniza yardimci olur. Gercek yasam vakalari ile sizi biraz sasirta bilir ama daha fazlasini beklemeyin. Kotler abimiz bir anlamda not defterini almis basmis okadar. Easy and Simple. Iyi calismalar.

Highly structured, broad approach

Philip Kotler is a big name in academic marketing circles. He has written 2 tomes that are used in marketing degree, diploma and MBA classes all around the world. This is a commercial, more readable offering, for the busy executive, that doesn't have time to wade through a 1000 page academic treatise. Each "Sin" has its own chapter, presenting the "signs" of the sin in bullet point form, so that you can tell if you are committing it, and then more indepth explanation of each sign. Kotler then presents the "solutions" to the sin in bullet point form, and then more indepth explanation of each solution. This structured approach makes the book very easy to follow, and his main points easy to digest. The "Deadly Sins" are: 1. The company is not sufficiently market focused and customer driven 2. The company does not fully understand its target customers 3. The company needs to better define and monitor its competitors 4. The company has not properly managed its relationships with its stakeholders 5. The company is not good at finding new opportunities 6. The company's marketing plans and planning process are deficient 7. The company's product and service policies need tightening 8. The company's brand building and communications skills are weak. 9. The company is not well organized to carry effective and efficient marketing 10. The company has not made maximum use of technology. One possible criticism of this book is that it is too broad. Those ten sins represent a wide spectrum of marketing that 150 pages finds hard to do justice to. However at the end of each chapter, the author references several contemporary books and articles that inspire further reading! 4 stars.

A Good Read!

Increasingly, management is holding marketing departments responsible for making expensive mistakes and not contributing to profits. What's worse, marketers do not seem able to reverse the tide. That's where professor Philip Kotler's concise handbook becomes valuable. Kotler presents commonsense solutions to these problems by describing his version of the 10 deadly marketing sins and how to atone for them. He cites specific examples to drive home his points. This breezy, easy book is devoted to giving marketing practitioners advice that enables them to regain the high ground and lift marketing back into prominence in the corporate hierarchy. If you want to market your products, your department and your career, we suggest inviting Prof. Kotler over for this little chat.