作者: Kotler, Philip
出版社: Wiley (2004年04月02日)
页数: 160页
ISBN: 9780471650225
条形码: 9780471650225
商品重量: 0.36g
商品尺寸: 21.84cm * 14.73cm * 2.29cm
书籍简介
In this clear and comprehensive guide, renowned marketing expert Kotler identifies the ten most common--and most damaging--mistakes marketers make, and how readers can dodge them.
内容简介
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.
内容推荐
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 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
作者简介
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.
