Ten Deadly Marketing Sins

No wonder CEOs are demanding more accountability from marketing! They want their marketers to provide financial estimates of ROI, before and after each major campaign. Without profit accountability, marketing budgets will continue to be the first ones reduced when companies must cut their costs.

The author Philip Kotler identifies the ten worst deficiencies in contemporary marketing practice. They are:

·        The firm is not sufficiently market-focused and customer-driven

·        The firm doesn’t understand its target customers

·        The firm doesn’t monitor its competitors

·        The firm mismanages its relationship with stakeholders

·        The firm is not good at finding new opportunities

·        The firm’s marketing planning process is deficient

·        The firm’s product and service policies need tightening

·        The firm’s brand-building and communications efforts are weak

·        The firm is not well organized to carry out marketing

·        The firm has not made maximum use of technology

The book devotes a chapter to each deficiency, Kotler first lists the signs and symptoms that indicate whether a company is guilty of this weakness- then proposes key improvements to strengthen your company’s practice.

The author offers proven, actionable responses for putting failing marketing efforts back on track. These are not quick fixes, but real long-term solutions for long-term problems.

The book offers a methodology for building real marketing efforts from top to bottom that get results- and return failing businesses to profitability.

Reviews

"More than just an indictment of current marketing practices, Philip Kotler’s new book is a sweeping overview of the role and function of marketing in the modern corporation. Be sure to read it."
–Al Ries, coauthor, The Origin of Brands: Discover the Natural Laws of Product Innovations and Business Survival

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

"In the current frenzied competition for customers, marketers are thinking so far ‘outside the box’ that they easily succumb to the most common, and fundamental, pitfalls in the business. With his usual savvy and straightforward style, Philip Kotler offers this book as insurance–a guide to what not to do."
–Don Peppers and Martha Rogers, founders, Peppers and Rogers Group and coauthors of the One-to-One Relationship book series

"With Phil Kotler’s many years of studying marketing, no one is better equipped at spotting marketing sins."–Jack Trout, President, Trout & Partners Ltd. and author of Jack Trout on Strategy

"In his latest book, Professor Philip Kotler tells it like it is about the shockingly prevalent deficiencies in marketing practice today. Fortunately, he doesn’t stop there. Kotler shows exactly how you can turn things around when the first signs of a deadly marketing sin surface. Thank you . . . thank you . . . thank you for making it crystal clear that now is the time for marketing to take its rightful place as the driver of business success in our interactive society."–Stan Rapp, coauthor of the MaxiMarketing trilogy and Max-e-Marketing in the Net Future

Contents

 Chapter 1: Your Company Is Not Sufficiently Market Focused and Customer Driven.

Chapter 2: Your Company Does Not Fully Understand Its Target Customers.

Chapter 3: Your Company Needs to Better Define and Monitor Its Competitors.

Chapter 4: Your Company Has Not Properly Managed Its Relationships with Its Stakeholders.

Chapter 5: Your Company Is Not Good at Finding New Opportunities.

Chapter 6: Your Company’s Marketing Planning Process Is Deficient.

Chapter 7: Your Company’s Product and Service Policies Need Tightening.

Chapter 8: Your Company’s Brand-Building and Communication Skills Are Weak.

Chapter 9: Your Company Is Not Well Organized to Carry On Effective and Efficient Marketing.

Chapter 10: Your Company Has Not Made Maximum Use of Technology.

Ten Deadly Marketing Sins is a must read for marketers 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 and services, better marketing plans and better customer relationships.