Overview
Marketing's undisputed doyen offers an unbeatable guide on what notto do
As the cost of marketing rises, its effectiveness is in decline.CEOs want a return on their marketing investment, but can't be suretheir marketing efforts are even working. Truly, marketers have toshape up or watch their business go south. In this clear andcomprehensive guide, renowned marketing expert Philip Kotleridentifies the ten most common-and most damaging-mistakes marketersmake, and how to avoid them. But these ten mistakes are much morethan simple mess-ups; they're glaring deficiencies that preventcompanies from succeeding in the marketplace. In Ten DeadlyMarketing Sins, Kotler covers each sin in-depth in its own chapterand offers practical, proven guidance for reversing them. Marketerswill learn how to stay market-focused and customer-driven, fullyunderstand their customers, keep track of the competition, managerelationships with stakeholders, find new opportunities, developeffective marketing plans, strengthen product and service policies,build brands, get organized, and use technology to thefullest.
Covering crucial topics every marketer must understand, Ten DeadlyMarketing Sins is a must-have for anyone who want to remaincompetitive in an increasingly challenging marketplace. Packed withthe kind of marketing wisdom only Kotler can provide, this is anindispensable resource for every company-and every marketer-whowants to develop better products, better marketing plans, andbetter customer relationships.
Ten Deadly Marketing Sins is an unbeatable resource from the mostrespected thinker in modern marketing.
Philip Kotler (Chicago, IL) is the S. C. Johnson DistinguishedProfessor of International Marketing at Northwestern University'sKellogg Graduate School of Management and the author of 15 books,including Marketing Insights from A to Z (0-471-26867-4) andLateral Marketing (0-471-45516-4), both published by Wiley.
As the cost of marketing rises, its effectiveness is in decline.CEOs want a return on their marketing investment, but can't be suretheir marketing efforts are even working. Truly, marketers have toshape up or watch their business go south. In this clear andcomprehensive guide, renowned marketing expert Philip Kotleridentifies the ten most common-and most damaging-mistakes marketersmake, and how to avoid them. But these ten mistakes are much morethan simple mess-ups; they're glaring deficiencies that preventcompanies from succeeding in the marketplace. In Ten DeadlyMarketing Sins, Kotler covers each sin in-depth in its own chapterand offers practical, proven guidance for reversing them. Marketerswill learn how to stay market-focused and customer-driven, fullyunderstand their customers, keep track of the competition, managerelationships with stakeholders, find new opportunities, developeffective marketing plans, strengthen product and service policies,build brands, get organized, and use technology to thefullest.
Covering crucial topics every marketer must understand, Ten DeadlyMarketing Sins is a must-have for anyone who want to remaincompetitive in an increasingly challenging marketplace. Packed withthe kind of marketing wisdom only Kotler can provide, this is anindispensable resource for every company-and every marketer-whowants to develop better products, better marketing plans, andbetter customer relationships.
Ten Deadly Marketing Sins is an unbeatable resource from the mostrespected thinker in modern marketing.
Philip Kotler (Chicago, IL) is the S. C. Johnson DistinguishedProfessor of International Marketing at Northwestern University'sKellogg Graduate School of Management and the author of 15 books,including Marketing Insights from A to Z (0-471-26867-4) andLateral Marketing (0-471-45516-4), both published by Wiley.
This book title, Ten Deadly Marketing Sins (Signs and Solutions), ISBN: 9780471650225, by Philip Kotler, published by Wiley (April 2, 2004) is available in hardcover. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.
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