Ten Commandments of Marketing: Mistakes and Solutions

Author: Philip Kotler
Publisher:
Publish Date: 2005-02-01
Features: Philip Kotler's new book is not only a critique of current marketing practices but also a comprehensive summary of the role and functions of modern corporate marketing. A must-read. — Al Ries, co-author of The Origin of Brands: The Natural Laws of Product Innovation and Business Survival.
Why is marketing becoming less effective today? Marketing master Philip Kotler points out the top ten mistakes in today's marketing practices. These include:
- The company fails to fully focus on the market and customers.
- The company lacks a deep understanding of its target customers.
- The company needs to further grasp and monitor competitors' situations.
- The company has poor relationships with its shareholders.
- The company is not good at finding new opportunities.
- The company's market planning process is flawed.
- The company's product and service terms need improvement.
- The company's brand entrepreneurship and communication skills are weak.
- The company fails to organize effective and efficient marketing implementation.
- The company does not fully leverage technology.
Each chapter addresses one mistake. Kotler first lists specific symptoms and manifestations to identify whether a company is making similar errors, then proposes key improvement measures to strengthen corporate practices. Kotler provides practical solutions to bring marketing back on track. These are not temporary fixes but long-term strategies that truly solve chronic problems. The Ten Commandments of Marketing offers a comprehensive set of methods to turn marketing from top to bottom into a profitable endeavor.