Ten Commandments of Marketing

Author: Philip Kotler (USA)
Publisher:
Publish Date: 2005-03-01
Features: Philip Kotler's new book is not just a critique of current marketing practices but also a comprehensive summary of the role and functions of marketing in modern companies. 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 ten major flaws 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 terms for products and services need improvement.
- The company's brand entrepreneurship and communication skills are weak.
- The company has not organized effective and efficient marketing implementation.
- The company has not maximized the use of technology.
Each chapter addresses one flaw. Kotler first lists specific symptoms and manifestations to indicate whether a company is making similar mistakes, then proposes key improvement measures to strengthen company 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 for marketing to turn the tide from top to bottom.