Increasingly, management is holding marketing departments responsible for making expensive mistakes and not contributing to profits. What’s worse, marketers do not seem able to reverse the tide. That’s where professor Philip Kotler’s concise handbook becomes valuable. Kotler presents commonsense solutions to these problems by describing his version of the 10 deadliest marketing sins and how to atone for them. He cites specific examples to drive home his points. This breezy, easy book is devoted to giving marketing practitioners advice that enables them to regain the high ground and lift marketing back into prominence in the corporate hierarchy. If you want to market your products, your department and your career, getAbstract.com suggests inviting Prof. Kotler over for this little chat.
In this summary, you will learn
- How to identify 10 common marketing deficiencies;
- How to correct them; and
- How new approaches can refocus the marketing department and enable it to contribute more to the bottom line.
About the Author
Philip Kotler is the S.C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University and the author of many books on marketing.