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Marketings 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 cant 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; theyre 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. About The Author: Philip Kotler is the S.C. Johnson Son Distinguished Professor of International Marketing at Northwestern Universitys Kellogg Graduate School of Management, and one of the worlds leading authorities on marketing. He is the author of fifteen books, including Kotler on Marketing and Strategic Marketing for Nonprofit Organizations; his writing has defined marketing around the world for the past forty years. He also works as a consultant to leading corporations and nonprofit organizations, including IBM, Bank of America, General Electric, and AT&T. The recipient of numerous awards and honorary degrees from schools all over the world, he holds an M.A. from the University of Chicago and a Ph.D. from MIT, both in economics. Kotler has an incredible international presence -- his books have been translated into approximately twenty-five languages, and he regularly speaks on an international circuit. Table of Contents: Introduction: The State of Marketing Today Your Company is Not Sufficiently Market Focused and Customer Driven Your Company Does not Fully Understand its Target Customers Your Company Needs to Better Define and Monitor its Competitors Your Comp

Marketings 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 cant 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; theyre glaring deficiencies that prevent companies from succeeding in the marketplace. In...  Read More