web site hit counter Ten Deadly Marketing Sins: Signs and Solutions - Ebooks PDF Online
Hot Best Seller

Ten Deadly Marketing Sins: Signs and Solutions

Availability: Ready to download

Marketing's undisputed doyen offers an unbeatable guide on what not to do As the cost of marketing rises, its effectiveness is in decline. CEOs want a return on their marketing investment, but can't be sure their marketing efforts are even working. Truly, marketers have to shape up or watch their business go south. In this clear and comprehensive guide, renowned marketing Marketing's undisputed doyen offers an unbeatable guide on what not to do As the cost of marketing rises, its effectiveness is in decline. CEOs want a return on their marketing investment, but can't be sure their marketing efforts are even working. Truly, marketers have to shape up or watch their business go south. In this clear and comprehensive guide, renowned marketing expert Philip Kotler identifies the ten most common-and most damaging-mistakes marketers make, and how to avoid them. But these ten mistakes are much more than simple mess-ups; they're glaring deficiencies that prevent companies from succeeding in the marketplace. In Ten Deadly Marketing Sins, Kotler covers each sin in-depth in its own chapter and offers practical, proven guidance for reversing them. Marketers will learn how to stay market-focused and customer-driven, fully understand their customers, keep track of the competition, manage relationships with stakeholders, find new opportunities, develop effective marketing plans, strengthen product and service policies, build brands, get organized, and use technology to the fullest. Covering crucial topics every marketer must understand, Ten Deadly Marketing Sins is a must-have for anyone 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, better marketing plans, and better customer relationships. Ten Deadly Marketing Sins is an unbeatable resource from the most respected thinker in modern marketing. Philip Kotler (Chicago, IL) is the S. C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management and the author of 15 books, including Marketing Insights from A to Z (0-471-26867-4) and Lateral Marketing (0-471-45516-4), both published by Wiley.


Compare

Marketing's undisputed doyen offers an unbeatable guide on what not to do As the cost of marketing rises, its effectiveness is in decline. CEOs want a return on their marketing investment, but can't be sure their marketing efforts are even working. Truly, marketers have to shape up or watch their business go south. In this clear and comprehensive guide, renowned marketing Marketing's undisputed doyen offers an unbeatable guide on what not to do As the cost of marketing rises, its effectiveness is in decline. CEOs want a return on their marketing investment, but can't be sure their marketing efforts are even working. Truly, marketers have to shape up or watch their business go south. In this clear and comprehensive guide, renowned marketing expert Philip Kotler identifies the ten most common-and most damaging-mistakes marketers make, and how to avoid them. But these ten mistakes are much more than simple mess-ups; they're glaring deficiencies that prevent companies from succeeding in the marketplace. In Ten Deadly Marketing Sins, Kotler covers each sin in-depth in its own chapter and offers practical, proven guidance for reversing them. Marketers will learn how to stay market-focused and customer-driven, fully understand their customers, keep track of the competition, manage relationships with stakeholders, find new opportunities, develop effective marketing plans, strengthen product and service policies, build brands, get organized, and use technology to the fullest. Covering crucial topics every marketer must understand, Ten Deadly Marketing Sins is a must-have for anyone 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, better marketing plans, and better customer relationships. Ten Deadly Marketing Sins is an unbeatable resource from the most respected thinker in modern marketing. Philip Kotler (Chicago, IL) is the S. C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management and the author of 15 books, including Marketing Insights from A to Z (0-471-26867-4) and Lateral Marketing (0-471-45516-4), both published by Wiley.

30 review for Ten Deadly Marketing Sins: Signs and Solutions

  1. 5 out of 5

    Patrik Hallberg

    Surprisingly good. This short book takes just a couple of hours to read and list 10 marketing sins and how to solve them. The ten sins are: 1) Your Company Is Not Sufficiently Market Focused and Customer Driven 2) Your Company Does Not Fully Understand Its Target Customers 3) Your Company Needs to Better Define and Monitor Its Competitors 4) Your Company Has Not Properly Managed Its Relationships with Its Stakeholders 5) Your Company Is Not Good at Finding New Opportunities 6) Your Companys Marketi Surprisingly good. This short book takes just a couple of hours to read and list 10 marketing sins and how to solve them. The ten sins are: 1) Your Company Is Not Sufficiently Market Focused and Customer Driven 2) Your Company Does Not Fully Understand Its Target Customers 3) Your Company Needs to Better Define and Monitor Its Competitors 4) Your Company Has Not Properly Managed Its Relationships with Its Stakeholders 5) Your Company Is Not Good at Finding New Opportunities 6) Your Companys Marketing Planning Process Is Deficient 7) Your Companys Product and Service Policies Need Tightening 8) Your Companys BrandBuilding and Communication Skills Are Weak 9) Your Company Is Not Well Organized to Carry On Effective and Efficient Marketing 10) Your Company Has Not Made Maximum Use of Technology Combined with all of this there are plenty of references for further Reading like Gary Hamel - Bringing Silicon Valley inside your Company, Al Ries and Jack Trout - Positioning and of course a lot of references to Kotler's own work... Take time and read it you won't regret it!

  2. 4 out of 5

    Olena Yurchuk

    Непогана книжка від гуру сучасного маркетингу. Але на цьому якось все. Чи то я розбалувана, але робота суха і читається з думкою, що книжка була надрукована для галочки задля підтримки все того самого звання гуру. Читати усім, хто ніколи не читав Котлера (як ви працюєте люди?) - класику треба знати :) Не читати тому, хто має малий бізнес та щось креативне і масюсіньке - усі приклади зав'зані на тому, що ви як керівник, маєте поговорити зі своїм відділом маркетингу. Непогана книжка від гуру сучасного маркетингу. Але на цьому якось все. Чи то я розбалувана, але робота суха і читається з думкою, що книжка була надрукована для галочки задля підтримки все того самого звання гуру. Читати усім, хто ніколи не читав Котлера (як ви працюєте люди?) - класику треба знати :) Не читати тому, хто має малий бізнес та щось креативне і масюсіньке - усі приклади зав'зані на тому, що ви як керівник, маєте поговорити зі своїм відділом маркетингу.

  3. 4 out of 5

    Wanny Dorrejo

    la biblia responsable de los marketing

  4. 5 out of 5

    Art

    The CEO and the 9th Deadly Marketing Sin In 2004 Philip Kotler wrote quite a good marketing book entitled Ten Deadly Marketing Sins. It does a good job of reminding marketer to go back to the basics of marketing. In doing that, it highlights for a CEO, what marketing should be focused on and what the CEOs role in marketing should be. Marketing is one of the many jobs that a CEO must understand. In fact I will go as far as to say that the CEO should be the #1 marketing visionary for the company. M The CEO and the 9th Deadly Marketing Sin In 2004 Philip Kotler wrote quite a good marketing book entitled Ten Deadly Marketing Sins. It does a good job of reminding marketer to go back to the basics of marketing. In doing that, it highlights for a CEO, what marketing should be focused on and what the CEOs role in marketing should be. Marketing is one of the many jobs that a CEO must understand. In fact I will go as far as to say that the CEO should be the #1 marketing visionary for the company. Marketing needs to be about leading a company forward and driving business results. Marketing is not about social media, or search engine optimization, or even the voice of the customer. Those are all tools that a marketer can use. But in the same way a cabinet maker is defined by his focus and skills on making cabinets and not on his skills with a saw or chisel, a marketer should be defined by his or her focus on growth and not by an ability to utilize a tool. That’s why I say Mr. Kotler’s book is quite good. I would say it was very good, or maybe even great, but in my mind he blew it on the 9th deadly sin – Your Company Is Not Well Organized to Carry On Effective and Efficient Marketing. To lead off this chapter Mr. Kotler writes: An effective Chief Marketing Officer (CMO) has three jobs: 1. To run the marketing department well 2. To win the confidence of the heads of other departments 3. To work well with the CEO and deliver on the CEO’s expectations regarding growth and profitability He has the items listed right, but he has them in exactly the wrong order! And the order matters. The number one job of a marketing executive is to align with the CEO’s vision for the future of the company and then help drive that vision to become a reality. Every marketing activity must be based on the company growth strategy. And the company growth strategy must be based on a market focused vision of where to take the company. If marketing is not 100% focused on taking the company where the CEO wants the company to go, then marketing becomes a secondary support function. If marketing is not aligning with the CEO, then no department head should have confidence in marketing and it will not matter how well the disconnected marketing department is run. The job of the CMO is to be the CEO’s marketing right hand. His or her three jobs are to: 1. Help the CEO craft the vision 2. Articulate the vision is a way that aligns the organization behind a market based growth plan 3. Oversee the implementation of the growth plan So while the CEO has a lot more than three jobs, one of them is marketing. And if marketing at your company is not performing a strategic leadership role, is it that you as the CEO has not fulfilled you marketing role of setting the vision? Or is it because your marketing team has their priorities reversed?

  5. 4 out of 5

    Andrej Hribernik

    A very short book with some great ideas. The gist of it are the problems as in the titles described and some short on point solutions. 1: Your Company Is Not Sufficiently Market Focused and Customer Driven. 2: Your Company Does Not Fully Understand Its Target Customers. 3: Your Company Needs to Better Define and Monitor Its Competitors. 4: Your Company Has Not Properly Managed Its Relationships with Its Stakeholders. 5: Your Company Is Not Good at Finding New Opportunities. 6: Your Company’s Marketing A very short book with some great ideas. The gist of it are the problems as in the titles described and some short on point solutions. 1: Your Company Is Not Sufficiently Market Focused and Customer Driven. 2: Your Company Does Not Fully Understand Its Target Customers. 3: Your Company Needs to Better Define and Monitor Its Competitors. 4: Your Company Has Not Properly Managed Its Relationships with Its Stakeholders. 5: Your Company Is Not Good at Finding New Opportunities. 6: Your Company’s Marketing Planning Process Is Deficient. 7: Your Company’s Product and Service Policies Need Tightening. 8: Your Company’s Brand-Building and Communication Skills Are Weak. 9: Your Company Is Not Well Organized to Carry On Effective and Efficient Marketing. 10: Your Company Has Not Made Maximum Use of Technology.

  6. 4 out of 5

    Leader Summaries

    Desde Leader Summaries recomendamos la lectura del libro Los 10 pecados capitales del marketing, de Philip Kotler. Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, gestionar marcas y posicionamiento, atraer y retener a los clientes. En el siguiente enlace tienes el resumen del libro Los 10 pecados capitales del marketing, Las diez deficiencias clave de la práctica actual del marketing y sus soluciones: Los 10 pecados capitales del marketi Desde Leader Summaries recomendamos la lectura del libro Los 10 pecados capitales del marketing, de Philip Kotler. Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, gestionar marcas y posicionamiento, atraer y retener a los clientes. En el siguiente enlace tienes el resumen del libro Los 10 pecados capitales del marketing, Las diez deficiencias clave de la práctica actual del marketing y sus soluciones: Los 10 pecados capitales del marketing

  7. 5 out of 5

    Vince

    Short text. Gave this a skim/read last weekend as part of my Kotler-book-a-week project. Kotler offers a quick overview of the fundamental shortcomings firms generally are working on with regard to their overall Marketing function (not just advertising and lead-gen, but the full go-to-market picture). I took away some ideas for my organization around Marketing function fragmentation, customer segmentation, ideation processes, and marketing leadership.

  8. 4 out of 5

    Iola

    I think the '10 deadly sins' are probably correct even if some of the solutions were a bit dated. A very quick read - 147 pages in big print with lots of boxes and subheadings (and about 20 blank pages). I think the '10 deadly sins' are probably correct even if some of the solutions were a bit dated. A very quick read - 147 pages in big print with lots of boxes and subheadings (and about 20 blank pages).

  9. 5 out of 5

    Orhun

    In just 2 hours, you will have a broad idea on the common mistakes of most of the brands on marketing, their effects and possible solutions. Not sure how an expert would find it, but for beginners its really easy to understand and valuable.

  10. 4 out of 5

    Кристина Бојовић

    This book gives rounded 10 important aspects of marketing function and business in general. There are also clear advises on how to implement them in your business life, either you are employee, entrepreneur or employer.

  11. 5 out of 5

    Olive

    Definitely a short read, right to the point. The author points out at various mistakes made by companies and suggests what can be improved. I think the book is more addressed to management and entrepreneurs; however, marketers also need to read it.

  12. 5 out of 5

    Venelina

    Some ideas are very popular, but little old. The book is good, it has some interesting cogitations.

  13. 5 out of 5

    Rochdi Rais

    Very Basic

  14. 4 out of 5

    Dai Duong

    Logic nhưng thiếu cảm xúc quá.

  15. 4 out of 5

    a

    Not for begginers, actually already too old to say something new and revolutionary. Easy to read, many examples

  16. 5 out of 5

    Foad Ansari

    not bad but i think this book was academic and it is suite for big company and university

  17. 5 out of 5

    Sarah

    Straightforward. The best part was that it gave me a high-level overview of what can be involved in marketing.

  18. 5 out of 5

    Lori Grant

    A must-read book on marketing by Philip Kotler for the knowledge worker, manager, executive, or entrepreneur.

  19. 5 out of 5

    Cacbjiik Ca

    A simple and straight forward book.

  20. 4 out of 5

    Sara

    Tiene información interesante, sobre todo si uno hasta ahora está aprendiendo sobre marketing, pero se queda corto en varias cosas que menciona.

  21. 5 out of 5

    Jo Oehrlein

    Business Week Poolside MBA

  22. 5 out of 5

    Alejandro Sanoja

    Quick read for people who want to analyze and test their marketing strategies against benchmarks. Flow: 5/5, short and easy read. Actionability: 4/5, there are lots of specific recommendations on steps that can be taken to implement the knowledge shared in the book. Mindset: 3/5, there are other marketing books that I would recommend before reading this one. Some of My Highlights: "Most of marketing is reduced to a one-P function - Promotion - not a four-P job." "My basic belief is that marketing's Quick read for people who want to analyze and test their marketing strategies against benchmarks. Flow: 5/5, short and easy read. Actionability: 4/5, there are lots of specific recommendations on steps that can be taken to implement the knowledge shared in the book. Mindset: 3/5, there are other marketing books that I would recommend before reading this one. Some of My Highlights: "Most of marketing is reduced to a one-P function - Promotion - not a four-P job." "My basic belief is that marketing's work should not be so much about selling but about creating products that don't need selling." "Ford found this out when it launched its new Mustang automobile to appeal to young sports-minded drivers, only to find that many young people were not so interested and many older people rushed to buy the car." "Spotlight specific cases of how customers have been either won or lost by departmental behavior." "The aim is to define the company's brand and values and to get the employees to 'live the brand'." "If the answer is clear, I ask for a copy of the latest marketing research study describing how the company's target customers think, act, and feel." "The challenge is even more daunting: How can your company listen continuously to the 'voice of the customer'?" "The company should place a high value on new ideas and facilitate their collection and evaluation." "The Idea Committee should meet every few weeks to review and evaluate the ideas, putting them into three piles, from poor, to good, to great-sounding ideas." "Does your plan visualize some alternative scenarios and state what your response would be?" "Ask marketers what changes they would make if they were given 20 percent more budget or 20 percent less budget." "Services that are given away free create two problems. First, customers tend to evaluate them even if they take these services. Second, some services could have supplied a separate revenue stream that is lost when they are given away free."

  23. 4 out of 5

    Oleksandr Golovatyi

    Десять заповедей эффективного маркетинга: 1. Сегментируйте рынок: выбирайте наиболее приемлемые для компании сегменты и старайтесь занять лучшую позицию в каждом из них. 2. Анализируйте потребности клиентов, особенности их восприятия и поведения, их предпочтения и старайтесь мотивировать заинтересованные стороны так, чтобы они стремились к полнейшему удовлетворению запросов клиентов. 3. Изучайте своих главных конкурентов, необходимо знать их сильные и слабые стороны. 4. Устанавливайте партнерские Десять заповедей эффективного маркетинга: 1. Сегментируйте рынок: выбирайте наиболее приемлемые для компании сегменты и старайтесь занять лучшую позицию в каждом из них. 2. Анализируйте потребности клиентов, особенности их восприятия и поведения, их предпочтения и старайтесь мотивировать заинтересованные стороны так, чтобы они стремились к полнейшему удовлетворению запросов клиентов. 3. Изучайте своих главных конкурентов, необходимо знать их сильные и слабые стороны. 4. Устанавливайте партнерские отношения со всеми заинтересованными лицами, склоняйте их на свою сторону, щедро оплачивайте их услуги. 5. Разработайте систему идентификации, стимулирования и отбора перспективных рыночных возможностей и профинансируйтелучшие из них. 6. Создайте систему маркетингового планирования, позволяющую составлять долгосрочные и краткосрочные планы. 7. Необходимо сохранять строгий контроль за производством и сервисом. 8. Создавайте сильные бренды, используя для этого наиболее эффективные средства коммуникации и продвижения товаров. 9. Стремитесь к лидерству на рынке, укрепляйте дух коллективизма компании. 10. Используйте самые последние технологические достижения, чтобы получить конкурентное преимущество на рынке.

  24. 5 out of 5

    Rùa

    Cuốn thứ 2 của bác Philip Kotler mà mình đọc (vì năng lực mình còn yếu nên chỉ chọn những quyển mỏng và có vẻ đơn giản hơn để đọc trc :D) - có lễ lựa chọn của mình cũng chưa chắc đúng vì trông ngắn ngọn nhưng nó mang tính vĩ mô hơn là kiến thức thực tế có thể áp dụng, nhưng thôi kệ, từ trc mình vẫn là đứa chuộng lý thuyết mà. :D mình thì k thích quyển này bằng "Thấu hiểu tiếp thị từ A-Z" do mình k đồng tình với cả 10/10 bài học và thỉnh thoảng có 1 vài vđề bị trùng lặp thì mình thích cách diễn đạ Cuốn thứ 2 của bác Philip Kotler mà mình đọc (vì năng lực mình còn yếu nên chỉ chọn những quyển mỏng và có vẻ đơn giản hơn để đọc trc :D) - có lễ lựa chọn của mình cũng chưa chắc đúng vì trông ngắn ngọn nhưng nó mang tính vĩ mô hơn là kiến thức thực tế có thể áp dụng, nhưng thôi kệ, từ trc mình vẫn là đứa chuộng lý thuyết mà. :D mình thì k thích quyển này bằng "Thấu hiểu tiếp thị từ A-Z" do mình k đồng tình với cả 10/10 bài học và thỉnh thoảng có 1 vài vđề bị trùng lặp thì mình thích cách diễn đạt trong quyển kia hơn (k biết có phải quyển kia viết sau k :D ) 3.5 sao nha

  25. 5 out of 5

    Dave Masorn

    In a problem-solution style, this book is very easy to read and follow. The writing is very concise. However, even the problems were addressed quite clear and interesting, the answers are more like suggestions. For example, if your company "lacks a system for competitive intelligence," the book will answer "you have to establish a person or office for competitive intelligence. It is too naive. But at least I know that I have some problems that "competitive intelligence" can help to solve. In a problem-solution style, this book is very easy to read and follow. The writing is very concise. However, even the problems were addressed quite clear and interesting, the answers are more like suggestions. For example, if your company "lacks a system for competitive intelligence," the book will answer "you have to establish a person or office for competitive intelligence. It is too naive. But at least I know that I have some problems that "competitive intelligence" can help to solve.

  26. 5 out of 5

    Uyên Phương

    Khai thác khá kĩ các vấn đề mà các doanh nghiệp hay gặp phải. Tuy nhiên vẫn còn khá là chung chung và những phần cuối hơi khó hiểu một tí. Ngoài học môn này ở trường ĐH, đọc thêm sách này giúp mình có thêm được những ví dụ, những gì mà các công ty lớn đã và đang thực hiện, giải quyết các vấn đề. Thích nhất vẫn là cách ông đề cao sự đoàn kết, hòa hợp từ bên trong doanh nghiệp, có như vậy mọi người mới có thể phục vụ khách hàng một cách tốt nhất!

  27. 4 out of 5

    Bohdan Horbai

    Непогане узагальнення маркетингової складової у менеджменті. Звісно дані застарілі, деякі з поінтів неможливо локалізувати, а кількість інформації замала. Але сутнісно, описані помилки вибрані непогано.

  28. 5 out of 5

    Giorgia Alterio

    21st CENTURY MARKETING Practical and specific solutions for marketing problems in which your company is failing.

  29. 4 out of 5

    Federica Boarini

    Una buona introduzione ai principali concetti del marketing ma nulla di particolarmente illuminante.

  30. 5 out of 5

    Muhammad Farhan Abdillah

    This is a good book because this book examine the wrong thought about marketing.

Add a review

Your email address will not be published. Required fields are marked *

Loading...
We use cookies to give you the best online experience. By using our website you agree to our use of cookies in accordance with our cookie policy.