Ten Deadly Marketing Sins: Signs and Solutions (Hardcover)

~ (Author)

Editorial Reviews

Review

“…I heartily recommend it to both the marketing professional and non-marketing manager...” (Journal of Consumer Marketing, Vol.22, No.1, 2005)

“…everyone in marketing should give this a read…” (Media Week, 27 July 2004)

“…might well be the most instantly useful marketing guide to come off the shelf for years…” (Internetworks, September 2004)

“… a ‘must-have’ title for anyone aiming to remain competitive in their respective market place.” (Publishing News, 19^th March 2004)

Product Description

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.

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Product Details

• Hardcover: 160 pages
• Publisher: Wiley (April 2, 2004)
• Language: English
• ISBN-10: 0471650226
• ISBN-13: 978-0471650225
• Product Dimensions: 8.4 x 5.6 x 0.8 inches
• Shipping Weight: 9.6 ounces (View shipping rates and policies)
• Average Customer Review: 3.0 out of 5 stars  See all reviews (9 customer reviews)
• Amazon.com Sales Rank: #699,015 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

6 of 6 people found the following review helpful:

3.0 out of 5 stars Quick read, medium content, October 4, 2004

By	Lynellen Perry "lynellen.com" (Dumfries, VA USA) - See all my reviews (REAL NAME)

"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.

3 of 3 people found the following review helpful:

2.0 out of 5 stars No Sparkle, A Mere Retirement Sweetener, May 11, 2004

By	Just My Opinion (Canada) - See all my reviews

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.

2 of 2 people found the following review helpful:

3.0 out of 5 stars Good reminder material, but hardly revolutionary, July 2, 2004

By	John F. Krotzer (Shanghai, CHINA) - See all my reviews (REAL NAME)

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.