Customer Reviews

Ten Deadly Marketing Sins: Signs and Solutions

5 star:		(1)
4 star:		(4)
3 star:		(3)
2 star:		(3)
1 star:		(0)

 

 

"Ten Deadly Marketing Sins" is a quick read. The text flows along very nicely, with appropriate and humorous anecdotes. However, the content is only of medium depth. Much of the advice has been said before by other source. Indeed, there are a great many quotes and references to articles and other books. In a way, the book reads a bit like a "literature summary", cobbling together all the interesting tidbits the author has read recently.

I read this book hoping to learn about avoiding mistakes in marketing the products of my publishing company. Since we are a very small company, much of Kotler's advice seemed irrelevant at this time in our development...we don't have a separate marketing department for example. Our marketing people are also sales people, and are also involved in the creative process. Should we someday have more than 10 employees, I can see that a few more of the ideas here should be re-examined.

Kotler has always been a very lucid author on issues pertaining to marketing. With marketing moving into a new era, namely relationship, one-to-one he has become somewhat stale. This book contains rehashed old issues, and is merely a compilation of past theories. I get the distinct feeling this book was written to capitalise on his name, and to feather his nest before retirement. His earlier books are better.

Philip Kotler is a big name in academic marketing circles. He has written 2 tomes that are used in marketing degree, diploma and MBA classes all around the world.

This is a commercial, more readable offering, for the busy executive, that doesn't have time to wade through a 1000 page academic treatise.

Each "Sin" has its own chapter, presenting the "signs" of the sin in bullet point form, so that you can tell if you are committing it, and then more indepth explanation of each sign. Kotler then presents the "solutions" to the sin in bullet point form, and then more indepth explanation of each solution.

This structured approach makes the book very easy to follow, and his main points easy to digest.

The "Deadly Sins" are:
1. The company is not sufficiently market focused and customer driven
2. The company does not fully understand its target customers
3. The company needs to better define and monitor its competitors
4. The company has not properly managed its relationships with its stakeholders
5. The company is not good at finding new opportunities
6. The company's marketing plans and planning process are deficient
7. The company's product and service policies need tightening
8. The company's brand building and communications skills are weak.
9. The company is not well organized to carry effective and efficient marketing
10. The company has not made maximum use of technology.

One possible criticism of this book is that it is too broad. Those ten sins represent a wide spectrum of marketing that 150 pages finds hard to do justice to. However at the end of each chapter, the author references several contemporary books and articles that inspire further reading!

4 stars.

This is some good reminder material, but that is about it. He hardly mentions measuring the ROI of many of his "solutions", leading one to assume that adding an Intranet, Extranet, and CRM system are vital at all costs. Clearly, that is not the case.

My big problem with this and many other marketing books is that there is such a HUGE difference between Industrial (B2B) and Consumer (B2C) marketing that Phil should have written two books like this one - one for each. It would have been much more useful to most of the reviewers, I am sure.

I have used the consulting firm he credits in his acknowledgements (Hamilton Consultants) and find them very, very good.

Overall, this is a quick read, a nice reminder of things we still forget to do, but hardly an earth shattering best seller. I agree with others that I expected a little more from Phil Kotler.

Write new Stuff, Mr. Kotler!

There is a tendency for him to reharsh old materials and package them as new ones to sell.

Buyers and readers be aware!

Nothing new or exciting about the book. It is too bad for Kotler to model after the writing and book presentation styles of Al Ries and Jack Trout, authors of Positioning and the Immutable Laws of Marketing (or Branding) series.

While the book is easy to read and digest, it lacks both depth and substance.

As an Academic Scholar, Kotler should impress readers with new ideas on his own, not just doing books summaries or trends reports.

Easy to read. No big adjectives. Flow is smooth. This is how this book is laid out.

However, all examples are about Fortune 500 big corporations. Small- or medium-sized corporations can not act on this book. Only the big corporations can carry out an in-depth interview, a focus group, and etc.

The mentioning in this book is not practical for all of us.

A nice summary that should have been a 5-6 page magazine article.
Not enough material to justify the price tag.

Escrito em 2004, "Os 10 Pecados Mortais do Marketing" traz as primeiras análises e conclusões que o prof. Philip Kotler - considerado o "pai do Marketing Moderno" - fez ao diagnosticar que o Marketing estava mudando no inicio do novo milênio. Ou melhor, que o mundo e o Mercado estavam mudando e, portanto as práticas "de então" do Marketing necessitavam mudanças. Muitas Empresas se julgavam "fazendo Marketing" da forma correta, quando na verdade não estavam ou mesmo estando para os paradigmas de então, precisavam se abrir para monitorar novos conceitos por vir.

Esse estudo do prof. Kotler, analisando esses "pecados", culminou mais recentemente (2010) com o seu novo conceito e livro, o "Marketing 3.0: From Products to Customers to the Human Spirit", cuja leitura é altamente recomendada.

Seus "10 pecados" ainda são muito reais e vivos nas Empresas de hoje:

Sua Empresa não é suficientemente focada no marketing e orientada para o cliente.
Sua Empresa não tem entendimento completo dos seus públicos-alvo.
Sua Empresa precisa definir melhor e monitorar os concorrentes.
Sua Empresa não tem administrado adequadamente o relacionamento com os stakeholders.
Sua Empresa não é boa em encontrar novas oportunidades.
O processo de planejamento de marketing de sua Empresa é deficiente.
As políticas de produtos e serviços de sua Empresa precisam de ajustes.
A capacitação de construção de marcas e de comunicação de sua Empresa é deficiente.
Sua Empresa não está bem organizada para a prática eficiente e eficaz do marketing.
Sua Empresa não usou ao máximo a tecnologia disponível.

Sob a ótica do novo Marketing 3.0, talvez o único pecado que merece ou merecerá uma pequena nova grafia é o 1º: "Empresa não é suficientemente focada no Cliente." Sem dúvida o foco no Cliente faz TODO o sentido no agora chamado "Marketing 2.0" e sempre será essencial, mas num panorama de Marketing 3.0, esse foco, gradativamente se amplia do Cliente para o Planeta. Em médio prazo, o real Valor das Empresas vai estar não no que elas "entregam" para o Cliente, mas no que elas "entregam" e fazem para o Planeta, para a Humanidade como um todo.

Como preâmbulo de "Marketing 3.0", ou para as Empresas ainda se estabelecendo entre o 1.0 e o 2.0, "Os 10 Pecados Mortais do Marketing" é leitura recomendada.


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Philip Kotler provides an easy-to use checklist for you to improve your marketing performance. You can print the ten items of the list on a single page it and review it regularly to find something useful. The book itself is very easy to read and is targeted for broader audience. It provides both lots of real-life examples and advices.

There is a similar book, written two years before. It is the same in usefulness, but more entertaining and vivid: "A Genie's Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius" by Jack Trout. It also has has 10 chapters - in each chapter, Trout answers an important marketing question. Please consider reading both of them.

If you like to go further, I can recommend the books by Jack Welch: "Winning" and "Straight from the Gut". Although the are not explicitly about marketing, you will find a lot of marketing genius from them.

Arkadaslar
Kitabin ingilizcesi Super lise okuyan birinin anliyacagi saflikta, kitabi sikilmadan 1 gunde bitire bilirisiniz. Kitapta soylenen yeni hic bir sey yok. Bildiginiz ama unuttugunuz pazarlama terimlerini hatirlamaniza yardimci olur. Gercek yasam vakalari ile sizi biraz sasirta bilir ama daha fazlasini beklemeyin.
Kotler abimiz bir anlamda not defterini almis basmis okadar. Easy and Simple.
Iyi calismalar.