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Ten Deadly Marketing Sins: Signs and Solutions

Ten Deadly Marketing Sins:Signs and Solutions

Philip Kotler

Summarized May 2004


SKU: 5041

ISBN: 0471650226

Price: $12.50

Available Formats: pdf mp3 ipad audiobook

Summary Description

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 1 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 slashed when companies must cut their costs. Why isn‘t marketing working? In our summary of Ten Deadly Marketing Sins, marketing expert Philip Kotler identifies the most glaring marketing deficiencies that keep companies from succeeding in the marketplace: 1. Your company is not sufficiently market-focused and customer-driven. 2. Your company doesn‘t fully understand it target customers. 3. Your company needs to better define its competitors and monitor them. 4. Your company has not properly managed its relationships with stakeholders. 5. Your company is not good at finding new opportunities. 6. Your company‘s marketing plans and planning process are deficient. 7. Your company‘s product and service policies need tightening. 8. Your company‘s brand-building and communications skills are weak. 9. Your company is not well-organized to carry on effective and efficient marketing. And 10. Your company has not made maximum use of technology. We‘ll discuss each of these marketing “sins” in detail, including both the signs that it is a problem in your company, and the best solutions for fixing it. These aren‘t quick fixes, but real long-term solutions for long-term problems. Ten Deadly Marketing Sins offers a methodology for building marketing efforts from top to bottom that get results -- and return failing businesses to profitability.

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