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Los Diez Pecados Capitales de Marketing:…
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Los Diez Pecados Capitales de Marketing: Indicios y Soluciones (edição: 2005)

de Philip Kotler

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Marketing's undisputed doyen offers an unbeatable guide on what notto do As the cost of marketing rises, its effectiveness is in decline.CEOs want a return on their marketing investment, but can't be suretheir marketing efforts are even working. Truly, marketers have toshape up or watch their business go south. In this clear andcomprehensive guide, renowned marketing expert Philip Kotleridentifies the ten most common-and most damaging-mistakes marketersmake, and how to avoid them. But these ten mistakes are much morethan simple mess-ups; they're glaring deficiencies that preventcompanies from succeeding in the marketplace. In Ten DeadlyMarketing Sins, Kotler covers each sin in-depth in its own chapterand offers practical, proven guidance for reversing them. Marketerswill learn how to stay market-focused and customer-driven, fullyunderstand their customers, keep track of the competition, managerelationships with stakeholders, find new opportunities, developeffective marketing plans, strengthen product and service policies,build brands, get organized, and use technology to thefullest. Covering crucial topics every marketer must understand, Ten DeadlyMarketing Sins is a must-have for anyone who want to remaincompetitive in an increasingly challenging marketplace. Packed withthe kind of marketing wisdom only Kotler can provide, this is anindispensable resource for every company-and every marketer-whowants to develop better products, better marketing plans, andbetter customer relationships. Ten Deadly Marketing Sins is an unbeatable resource from the mostrespected thinker in modern marketing. Philip Kotler (Chicago, IL) is the S. C. Johnson DistinguishedProfessor of International Marketing at Northwestern University'sKellogg Graduate School of Management and the author of 15 books,including Marketing Insights from A to Z (0-471-26867-4) andLateral Marketing (0-471-45516-4), both published by Wiley.… (mais)
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Título:Los Diez Pecados Capitales de Marketing: Indicios y Soluciones
Autores:Philip Kotler
Informação:Gestion 2000 (2005), Hardcover, 155 pages
Coleções:Sua biblioteca
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Ten Deadly Marketing Sins: Signs and Solutions de Philip Kotler

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Straightforward. The best part was that it gave me a high-level overview of what can be involved in marketing. ( )
  szbuhayar | May 24, 2020 |
De marketing zit tegenwoordig in het slop. Nieuwe producten mislukken in onrustbarend tempo, en de meeste reclamecampagnes brengen bij de consument niets bijzonders teweeg. Direct mail levert nauwelijks procent respons op. De meeste producten komen over als uitwisselbare verbruiksartikelen, in plaats van als sterke merken.Geen wonder dat directies van ondernemingen de teugels van de marketingafdeling strakker gaan aanhalen. Ze willen een cijfermatige inschatting zien van het rendement op investeringen voor en na elke grote campagne. Zonder verantwoording over de te verwachten winst is, als in de kosten moet worden gesneden, het marketingbudget als eerste aan de beurt.Waarom werkt marketing niet zoals het moet? Philip Kotler, auteur van een groot aantal marketingboeken, noemt de tien grootste gebreken van de huidige marketingpraktijk.Kotler bespreekt elk van deze gebreken in een apart hoofdstuk. Hij begint met een lijst van signalen en symptomen die duidelijk maken of de onderneming een van deze kwalen over zichzelf afroept. Daarna noemt hij een aantal essenti verbeteringen om uw bedrijf beter te laten functioneren. Kotler noemt een reeks uitvoerbare maatregelen om de ontspoorde marketing weer op de rails te krijgen - maatregelen die hun effectiviteit al hebben bewezen. Het gaat hier niet om snelle noodreparaties, maar om langetermijnop-lossingen voor langetermijnproblemen.De tien marketingdoodzonden behandelt cruciale onderwerpen die iedere marketeer moet beheersen. Dit boek is onmisbaar voor elke onderneming en iedere marketeer die betere producten en diensten wil leveren, betere marketingplannen wil opstellen en de relaties met de klanten wil verbeteren.

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Marketing werkt niet meer? Onzin, zegt de auteur. De reden waarom ze 'niet zou werken' zit vooral in de slechte uitvoering van de vier P's en het bedrijfsbeleid. Kotler noemt de in zijn ogen tien grootste gebreken in de huidige praktijk. In separate hoofdstukken worden ze besproken. Daarin wordt onder meer een lijst van signalen, symptomen en essentiele verbeteringen in combinatie met praktische maatregelen aangegeven. Geen diepgaande theorieen, maar een aantal praktische basisprincipes is uitgangspunt voor de opstelling van een marketingplan. Inhoud en gebreken zijn herkenbaar. Kort, bondig en vlot geschreven. Met noten en trefwoordenregister. Geschikt voor iedere ondernemer en in het bijzonder voor het MKB.

(Biblion recensie, A.J.R. Bruins)
  -Cicero- | Sep 17, 2011 |
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Marketing's undisputed doyen offers an unbeatable guide on what notto do As the cost of marketing rises, its effectiveness is in decline.CEOs want a return on their marketing investment, but can't be suretheir marketing efforts are even working. Truly, marketers have toshape up or watch their business go south. In this clear andcomprehensive guide, renowned marketing expert Philip Kotleridentifies the ten most common-and most damaging-mistakes marketersmake, and how to avoid them. But these ten mistakes are much morethan simple mess-ups; they're glaring deficiencies that preventcompanies from succeeding in the marketplace. In Ten DeadlyMarketing Sins, Kotler covers each sin in-depth in its own chapterand offers practical, proven guidance for reversing them. Marketerswill learn how to stay market-focused and customer-driven, fullyunderstand their customers, keep track of the competition, managerelationships with stakeholders, find new opportunities, developeffective marketing plans, strengthen product and service policies,build brands, get organized, and use technology to thefullest. Covering crucial topics every marketer must understand, Ten DeadlyMarketing Sins is a must-have for anyone who want to remaincompetitive in an increasingly challenging marketplace. Packed withthe kind of marketing wisdom only Kotler can provide, this is anindispensable resource for every company-and every marketer-whowants to develop better products, better marketing plans, andbetter customer relationships. Ten Deadly Marketing Sins is an unbeatable resource from the mostrespected thinker in modern marketing. Philip Kotler (Chicago, IL) is the S. C. Johnson DistinguishedProfessor of International Marketing at Northwestern University'sKellogg Graduate School of Management and the author of 15 books,including Marketing Insights from A to Z (0-471-26867-4) andLateral Marketing (0-471-45516-4), both published by Wiley.

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