Ten Deadly Marketing Sins: Signs and Solutions

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 MaxiMa rketing trilogy and Max–e–Marketing in the Net Future

Spis treści:
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.

Nota biograficzna:
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.

Okładka tylna:
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