Электронная книга: Philip Kotler «Ten Deadly Marketing Sins. Signs and Solutions»

Ten Deadly Marketing Sins. Signs and Solutions

Marketing's 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 can't 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; they're 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. Philip Kotler (Chicago, IL) is the S. C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management and the author of 15 books, including Marketing Insights from A to Z (0-471-26867-4) and Lateral Marketing (0-471-45516-4), both published by Wiley.

Издательство: "John Wiley&Sons Limited (USD)"

ISBN: 9780471662068

электронная книга

Купить за 2276.38 руб и скачать на Litres

Philip Kotler

Infobox Person
name = Philip Kotler


caption =
birth_date = birth date and age|1931|5|27
birth_place = Chicago, Illinois
death_date =
death_place =
other_names =
known_for =
occupation = Marketing Consultant
nationality = flag|United States

Philip Kotler (born 27 May 1931 in Chicago) is the S.G. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He received his master's degree at the University of Chicago and his PhD at Massachusetts Institute of Technology, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.

He was selected in 2001 as the #4 major management guru by the Financial Times (behind Jack Welch, Bill Gates, and Peter Drucker,) and has been hailed by the Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." In 2008, the Wall Street Journal listed him as the 6th most influential person on business thinking.

Kotler has consulted many major U.S. and foreign companies, including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, and Motorola—in the areas of marketing strategy, planning and organization, and international marketing.

He presents seminars in major international cities around the world on the latest marketing developments to companies and other organizations.

Empirical Research by Philip Kotler

In 2002 Professor Byron Sharp posted a question to the marketing academic email list ELMAR asking if Philip Kotler had ever made any empirical discoveries. Kotler replied (edited): "Dr. Byron Sharp raises a fair question. Most of my empirical work has been in consulting engagements where I would arrange for marketing research studies to yield evidence for the company's best strategy move. Being trained as an economist, most of my early intellectual work consists in building models of how marketing works. Later I worked on developing new concepts for marketing theory and practice, such as demarketing, social marketing, megamarketing, synchromarketing, place marketing, person marketing, etc."

Books by Philip Kotler (chronological order)

*Philip Kotler, Joel Shalowitz, and Robert Stevens, "Strategic Marketing for Health Care Organization: Building a Customer Driven Health Care System," Jossey-Bass, 2008.
*Philip Kotler, Hermawan Karrtajaya, and Hooi Den Hua, "Think ASEAN: Rethinking Marketing Toward ASEAN Community 2015," McGraw-Hill,2007.
*Philip Kotler and Nancy Lee, "Marketing in the Public Sector: A Roadmap for Improved Performance", Wharton School Publishing, 2006.
*Irving Rein, Philip Kotler, and Ben Shields, "The Elusive Fan: Reinventing Sports in a Crowded Marketplace," McGraw-Hill, 2006.
* Philip Kotler, David Gertner, Irving Rein, and Donald Haider, "Marketing Places, Latin America," Makron and Paidos, 2006.
*Philip Kotler and Waldemar Pfoertsch, "B2B Brand Management," Springer, 2006.
*Philip Kotler, "According to Kotler: The World's Foremost Authority on Marketing Answers All Your Questions," AMACOM, 2005.
*Philip Kotler and Nancy Lee, "Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause," Wiley, 2005.
*Philip Kotler, Hermawan Kartajaya, and David Young, "Attracting Investors: A Marketing Approach to Finding Funds for Your Business," Wiley, 2004
*Philip Kotler, "Ten Deadly Marketing Sins: Signs and Solutions," Wiley, 2004.
*Philip Kotler and Fernando Trias de Bes, "Lateral Marketing: A New Approach to Finding Product, Market, and Marketing Mix Ideas," Wiley, 2003.
*Philip Kotler, Hermawan Kartajaya, Hooi Den Hua, and Sandra Liu, "Rethinking Marketing: Sustainable Marketing Enterprise in Asia," Prentice-Hall, 2003.
*Francoise Simon, Philip Kotler, "Global Biobrands: Taking Biotechnoloty to Market," The Free Press, 2003.
*Philip Kotler, " Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know," Wiley, 2003.
*Philip Kotler, Dipak Jain, and Suvit Maesjincee, "Marketing Moves: A New Approach to Profits, Growth, and Renewal," Harvard Business School, 2002.
*Philip Kotler, "A Framework for Marketing Management," Prentice-Hall, 2001 (subsequent editions, 2003, 2007, and 2009).
*Philip Kotler, Irving Rein, Donald Haider, and Chrieter Asplund, "Marketing Asian Places: Attracting Investment, Industry, and Tourism to Cities, States, and Nations," Wiley, 2001.
*Philip Kotler and Hermawan Kartajaya, "Repositioning Asia: From Bubble to Suistainable Economy," Wiley, 2000.
*Philip Kotler, Irving Rein, Donald Haider, and Christer Asplund, "Marketing Places Europe," Financial Times, 1999.
*Philip Kotler, Swee Hoon Ang, Siew Meng Leong, and Chin Tiong Tan, "Marketing Management-An Asian Perspective," Prentice-Hall, 2006, 4th edition.
*Philip Kotler, Kotler on Marketing: How to Create, Win, and Dominate Markets," The Free Press, 1999.
*Neil Kotler and Philip Kotler, "Museum Strategy and Marketing: Desiging Missions, Building Audiences, Generating Revenue and Resources," Jossey Bass, 1998, 2008.
*Philip Kotler and Joanne Scheff, "Standing Room Only: Strategies for Marketing the Performing Arts," Harvard Business School Press, 1997.
*Philip Kotler, Somkid Jatusripitak, and Suvit Maesincee, "The Marketing of Nations: A Strategic Approach to Building National Wealth," The Free Press, 1997.
*Philip Kotler, Gary Armstrong, and Veronica Wong, "Principles of Marketing - European Edition," 1996 (Subsequent editions in 1999, 2001, and 2005).
*Philip Kotler, John Bowen and James Makens, "Marketing for Hospitality and Tourism," Prentice-Hall, 1996, (Subsequent editions in 1999, 2003, and 2006).
*Philip Kotler, Irving Rein, and Donald Haider, "Marketing Places: Attracting Investment, Industry and Tourism to Cities, States and Nations," The Free Press, 1993.
*Philip Kotler, Norman Shawchuck, Bruce Wrenn, and Gustave Rath, "Marketing for Congregations: Choosing to Serve People More Effectively,"Abingdon Press 1992.
*Philip Kotler and Eduardo Roberto, "Social Marketing: Strategies for Changing Public Behavior," The Free Press, 1989, 2002, and 2008. (Latest title in Philip Kotler and Nancy Lee, "Social Marketing: Influencing Behaviors for Good," Sage, 2008)
*Irving Rein, Philip Kotler, and Marty Stoller, "High Visibility: The Making and Marketing of Professionals into Celebrities," Dodd, Mead, & Co., 1987. (Subsequent editions 1998, 2006).
*Philip Kotler and Roberta N. Clarke, "Marketing for Health Care Organizations, " Prentice Hall, 1987.
*Philip Kotler, Liam Fahey, and Somkid Jatusripitak, "The New Competition," 1985
*Philip Kotler and Karen Fox, "Strategic Marketing for Educational Institutions," Prentice Hall 1985, 1995.
*Philip Kotler, "Marketing Professional Services,"Prentice Hall, 1984 (Paul N. Bloom and Tom Hayes joined to do a second edition in 2002).
*Philip Kotler, "Marketing Essentials," (later changed to "Marketing-An Introduction"), Prentice Hall 1984, 1987, 1990, 1993, 1997, 2000, 2003, 2005, 2007, 2009. Gary Armstrong joined as co-author in 1990.
*Philip Kotler and Gary Lilien, "Marketing Models," Harper & Row, 1983. (this is a substantial revision of Marketing Decision Making. It was revised in 1992 and published by Prentice Hall with the addition of K. Sridhar Moorthy as third author.)
*Philip Kotler, "Principles of Marketing," Prentice -Hall, 1980. (Subsequent editions 1983, 1986, 1989, 1991, 1994, 1996, 1999, 2001, 2004, 2006, 2008. Gary Armstrong joined as co-author in 1989.)
*Philip Kotler, "Strategic Marketing for Nonprofit Organizations," Prentice-Hall, 1975. (Subsequent editions in 1982, 1986, 1991, 1996, 2003, and 2006. Alan Andreasen joined as co-author in 1986.)
*Philip Kotler, Harold Guetzkow, and Randall L. Schultz, "Simulation in Social Administrative Science: Overviews and Case-Examples," Prentice-Hall, 1972.
*Philip Kotler, Gerald Zaltman, and Ira Kaufman, "Creating Social Change," Holt, Rinehart, and Winston, 1972.
*Philip Kotler, "Marketing Management: Analysis, Planning, and Control," Prentice-Hall, 1967. (Subsequent editions 1971, 1976, 1980, 1984, 1988, 1991, 1994, 1997, 2000, 2003, 2006, 2009). Kevin Lane Keller Joined as co-author in 2006.

External links

* [http://www.kellogg.northwestern.edu/faculty/bio/Kotler.htm Biography at Kellogg School of Management]
* [http://www.prenhall.com/kotler/ Kotler's books at Pearson Education]
* [http://www.philipkotlercenter.com/ Philip Kotler Center for ASEAN marketing] , co-founded by Philip Kotler

Источник: Philip Kotler

Другие книги схожей тематики:

АвторКнигаОписаниеГодЦенаТип книги
Philip KotlerTen Deadly Marketing Sins. Signs and SolutionsMarketing's 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 can't… — John Wiley&Sons Limited (USD), (формат: 60x90/16, 157 стр.) Подробнее...
2276.38электронная книга
Philip KotlerTen Deadly Marketing Sins: Signs and Solutions160 pages. Marketing s 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… — Wiley-Interscience, (формат: 60x90/16, 157 стр.) Подробнее...2004
510бумажная книга

Look at other dictionaries:

  • Philip Kotler — Infobox Person name = Philip Kotler caption = birth date = birth date and age|1931|5|27 birth place = Chicago, Illinois death date = death place = other names = known for = occupation = Marketing Consultant nationality = flag|United StatesPhilip… …   Wikipedia

  • Котлер, Филип — Филип Котлер Philip Kotler Котлер в Ва …   Википедия

  • Котлер — Котлер, Филип Филип Котлер Philip Kotler Котлер в Варшаве, 2009 Дата рождения …   Википедия

  • literature — /lit euhr euh cheuhr, choor , li treuh /, n. 1. writings in which expression and form, in connection with ideas of permanent and universal interest, are characteristic or essential features, as poetry, novels, history, biography, and essays. 2.… …   Universalium

  • Europe, history of — Introduction       history of European peoples and cultures from prehistoric times to the present. Europe is a more ambiguous term than most geographic expressions. Its etymology is doubtful, as is the physical extent of the area it designates.… …   Universalium

  • Calendar of 2000 — ▪ 2001 January We are fortunate to be alive at this moment in history. Never before has our nation enjoyed, at once, so much prosperity and social progress with so little internal crisis and so few external threats. Never before have we had such… …   Universalium

  • religion — religionless, adj. /ri lij euhn/, n. 1. a set of beliefs concerning the cause, nature, and purpose of the universe, esp. when considered as the creation of a superhuman agency or agencies, usually involving devotional and ritual observances, and… …   Universalium

  • china — /chuy neuh/, n. 1. a translucent ceramic material, biscuit fired at a high temperature, its glaze fired at a low temperature. 2. any porcelain ware. 3. plates, cups, saucers, etc., collectively. 4. figurines made of porcelain or ceramic material …   Universalium

  • China — /chuy neuh/, n. 1. People s Republic of, a country in E Asia. 1,221,591,778; 3,691,502 sq. mi. (9,560,990 sq. km). Cap.: Beijing. 2. Republic of. Also called Nationalist China. a republic consisting mainly of the island of Taiwan off the SE coast …   Universalium


Share the article and excerpts

Direct link
Do a right-click on the link above
and select “Copy Link”

We are using cookies for the best presentation of our site. Continuing to use this site, you agree with this.