Ten Deadly Marketing Sins: Signs and Solutions

Overview

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, ...
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Overview

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.

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.

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Editorial Reviews

From the Publisher
“…I heartily recommend it to both the marketing professional and non-marketing manager...” (Journal of Consumer Marketing, Vol.22, No.1, 2005)

“…everyone in marketing should give this a read…” (Media Week, 27 July 2004)

“…might well be the most instantly useful marketing guide to come off the shelf for years…” (Internetworks, September 2004)

“… a ‘must-have’ title for anyone aiming to remain competitive in their respective market place.” (Publishing News, 19th March 2004)

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Product Details

  • ISBN-13: 9780471650225
  • Publisher: Wiley
  • Publication date: 4/2/2004
  • Edition number: 1
  • Pages: 160
  • Product dimensions: 5.50 (w) x 8.50 (h) x 0.50 (d)

Table of Contents

Introduction: The State of Marketing Today 1
Ch. 1 Your Company Is Not Sufficiently Market Focused and Customer Driven 13
Ch. 2 Your Company Does Not Fully Understand Its Target Customers 29
Ch. 3 Your Company Needs to Better Define and Monitor Its Competitors 43
Ch. 4 Your Company Has Not Properly Managed Its Relationships with Its Stakeholders 53
Ch. 5 Your Company Is Not Good at Finding New Opportunities 63
Ch. 6 Your Company's Marketing Planning Process Is Deficient 73
Ch. 7 Your Company's Product and Service Policies Need Tightening 81
Ch. 8 Your Company's Brand-Building and Communication Skills Are Weak 89
Ch. 9 Your Company Is Not Well Organized to Carry On Effective and Efficient Marketing 103
Ch. 10 Your Company Has Not Made Maximum Use of Technology 129
Epilogue: The Ten Commandments of Marketing Effectiveness 143
Index 147
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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted August 5, 2004

    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.

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