Ten Deadly Marketing Sins - Couverture rigide

Kotler, Philip

Couverture rigide

ISBN 10 : 0471650226 ISBN 13 : 9780471650225

Editeur : Wiley, 2004

Synopsis

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.

A propos du livre

Quatrième de couverture :

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 roleand function of marketing in the modern corporation. Be sure toread it."
Al Ries, coauthor, The Origin of Brands: Discover the NaturalLaws of Product Innovations and Business Survival

"This book should really be called the Eleven Deadly Sins. Theeleventh sin would be for a CEO, CFO, or CMO to fail to read andact on the content of Kotler’s Ten Deadly MarketingSins."
Roger Blackwell, Professor of Marketing, The Fisher Collegeof Business and coauthor, Brands That Rock: What Business LeadersCan Learn from the World of Rock and Roll

"In the current frenzied competition for customers, marketersare thinking so far ‘outside the box’ that they easilysuccumb to the most common, and fundamental, pitfalls in thebusiness. With his usual savvy and straightforward style, PhilipKotler offers this book as insurance a guide to what not todo."
Don Peppers and Martha Rogers, founders, Peppers and RogersGroup and coauthors of the One–to–One Relationship book series

"With Phil Kotler’s many years of studying marketing, noone is better equipped at spotting marketing sins."
Jack Trout, President, Trout & Partners Ltd. and authorof Jack Trout on Strategy

"In his latest book, Professor Philip Kotler tells it like it isabout the shockingly prevalent deficiencies in marketing practicetoday. Fortunately, he doesn’t stop there. Kotler showsexactly how you can turn things around when the first signs of adeadly marketing sin surface. Thank you . . . thank you . . . thankyou for making it crystal clear that now is the time for marketingto take its rightful place as the driver of business success in ourinteractive society."
Stan Rapp, coauthor of the MaxiMarketing trilogy andMax–e–Marketing in the Net Future

Revue de presse :

I heartily recommend it to both the marketingprofessional and non–marketing manager... ( Journal ofConsumer Marketing, Vol.22, No.1, 2005)

everyone in marketing should give this aread (Media Week, 27 July 2004)

might well be the most instantly useful marketingguide to come off the shelf for years (Internetworks, September 2004)

a must–have title for anyone aimingto remain competitive in their respective market place. (Publishing News, 19th March 2004)

À propos de cette édition

• Éditeur: Wiley
• Date d'édition: 2004
• ISBN 10: 0471650226
• ISBN 13: 9780471650225
• Reliure: Relié
• Nombre de pages: 160