Ten Deadly Marketing Sins: Signs And Solutions

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In this clear and comprehensive guide, renowned marketing expert Philip Kotler identifies the ten most common -- and most damaging -- mistakes marketers make, and how you can dodge them. Covering crucial ground such as brand-building, maximizing technology, and relationship management, this book is a must-have for marketers aiming to remain competitive in an increasingly challenging marketplace.

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Philip Kotler is the S.C. Johnson Son Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management, and one of the world's leading authorities on marketing. He is the author of fifteen books, including Kotler on Marketing and Strategic Marketing for Nonprofit Organizations; his writing has defined marketing around the world for the past forty years. He also works as a consultant to leading corporations and nonprofit organizations, including IBM, Bank of America, General Electric, and AT&T. The recipient of numerous awards and honorary degrees from schools all over the world, he holds an M.A. from the University of Chicago and a Ph.D. from MIT, both in economics. Kotler has an incredible international presence -- his books have been translated into approximately twenty-five languages, and he regularly speaks on an international circuit. Table of Contents Introduction: The State of Marketing Today Your Company is Not Sufficiently Market Focused and Customer Driven Your Company Does not Fully Understand its Target Customers Your Company Needs to Better Define and Monitor its Competitors Your Company Has Not Properly Managed its Relationships with its Stakeholders Your Company is Not Good at Finding New Opportunities Your Companys Marketing Planning Process is Deficient Your Companys Product and Service Policies Need Tightening Your Companys Brand-Building and Communication Skills are Weak Your Company is Not Well Organized to Carry on Effective and Efficient Marketing Your Company Has Not Made Maximum Use of Technology Epilogue: The Ten Commandments of Marketing Effectiveness Index