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Ten deadly marketing sins : signs and solutions / Philip Kotler.

By: Material type: TextTextPublisher: Hoboken, N.J. : Wiley, [2004]Copyright date: ©2004Description: 152 pages ; 23 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0471650226
  • 9780471650225
Other title:
  • 10 deadly marketing sins
Subject(s): DDC classification:
  • 658.8 22
LOC classification:
  • HF5415.13 .K654 2004
Contents:
Introduction: The State of Marketing Today -- Ch. 1. Your Company Is Not Sufficiently Market Focused and Customer Driven -- Ch. 2. Your Company Does Not Fully Understand Its Target Customers -- Ch. 3. Your Company Needs to Better Define and Monitor Its Competitors -- Ch. 4. Your Company Has Not Properly Managed Its Relationships with Its Stakeholders -- Ch. 5. Your Company Is Not Good at Finding New Opportunities -- Ch. 6. Your Company's Marketing Planning Process Is Deficient -- Ch. 7. Your Company's Product and Service Policies Need Tightening -- Ch. 8. Your Company's Brand-Building and Communication Skills Are Weak -- Ch. 9. Your Company Is Not Well Organized to Carry On Effective and Efficient Marketing -- Ch. 10. Your Company Has Not Made Maximum Use of Technology -- Epilogue: The Ten Commandments of Marketing Effectiveness.
Review: "Devoting 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. Kotler offers proven, actionable responses for putting failing marketing efforts back on track. These aren't quick fixes, but real long-term solutions for long-term problems. Ten Deadly Marketing Sins offers a methodology for building real marketing efforts from top to bottom that get results - and return failing businesses to profitability." "Ten Deadly Marketing Sins is a must-read for marketers who want to remain competitive in an increasingly challenging marketplace. 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."--BOOK JACKET.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.8 KOT (Browse shelf(Opens below)) 1 Available A260177B

Introduction: The State of Marketing Today -- Ch. 1. Your Company Is Not Sufficiently Market Focused and Customer Driven -- Ch. 2. Your Company Does Not Fully Understand Its Target Customers -- Ch. 3. Your Company Needs to Better Define and Monitor Its Competitors -- Ch. 4. Your Company Has Not Properly Managed Its Relationships with Its Stakeholders -- Ch. 5. Your Company Is Not Good at Finding New Opportunities -- Ch. 6. Your Company's Marketing Planning Process Is Deficient -- Ch. 7. Your Company's Product and Service Policies Need Tightening -- Ch. 8. Your Company's Brand-Building and Communication Skills Are Weak -- Ch. 9. Your Company Is Not Well Organized to Carry On Effective and Efficient Marketing -- Ch. 10. Your Company Has Not Made Maximum Use of Technology -- Epilogue: The Ten Commandments of Marketing Effectiveness.

"Devoting 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. Kotler offers proven, actionable responses for putting failing marketing efforts back on track. These aren't quick fixes, but real long-term solutions for long-term problems. Ten Deadly Marketing Sins offers a methodology for building real marketing efforts from top to bottom that get results - and return failing businesses to profitability." "Ten Deadly Marketing Sins is a must-read for marketers who want to remain competitive in an increasingly challenging marketplace. 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."--BOOK JACKET.

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