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Ten Deadly Marketing Sins

P Kotler
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      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 i
      Format: CONTRIBUTORS: P Kotler EAN: 9780471650225 COUNTRY: United States PAGES: WEIGHT: 288 g HEIGHT: 225 cm
      PUBLISHED BY: John Wiley & Sons Inc DATE PUBLISHED: 2004-04-20 CITY: GENRE: BUSINESS & ECONOMICS / Sales & Selling / General WIDTH: 146 cm SPINE:

      Book Themes:

      Business and Management

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      PHILIP KOTLER is the S.C. Johnson Distinguished Professor of International Marketing at Northwestern University’s Kellogg School of Management and the author of thirty books, including Marketing Insights from A to Z and Lateral Marketing, both available from Wiley.
      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 i
      Format: CONTRIBUTORS: P Kotler EAN: 9780471650225 COUNTRY: United States PAGES: WEIGHT: 288 g HEIGHT: 225 cm
      PUBLISHED BY: John Wiley & Sons Inc DATE PUBLISHED: 2004-04-20 CITY: GENRE: BUSINESS & ECONOMICS / Sales & Selling / General WIDTH: 146 cm SPINE:

      Book Themes:

      Business and Management

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      PHILIP KOTLER is the S.C. Johnson Distinguished Professor of International Marketing at Northwestern University’s Kellogg School of Management and the author of thirty books, including Marketing Insights from A to Z and Lateral Marketing, both available from Wiley.

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