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“…I heartily recommend it to both the marketing professional and non–marketing manager...” (Journal of Consumer Marketing, Vol.22, No.1, 2005)
“…everyone in marketing should give this a read…” (Media Week, 27 July 2004)
“…might well be the most instantly useful marketing guide to come off the shelf for years…” (Internetworks, September 2004)
“… a ‘must–have’ title for anyone aiming to remain competitive in their respective market place.” (Publishing News, 19th March 2004)
Media Week, 27 July 2004
"...everyone in marketing should give this a read.."
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Most Helpful Customer Reviews
8 of 8 people found the following review helpful
Format:Hardcover
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 deadly 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, we suggest inviting Prof. Kotler over for this little chat.
1 of 1 people found the following review helpful
Format:Hardcover
Kotler is my favourite author in the Marketing field and I have read very many of his books, but this book disappointed me because it attempts to cover a lot of ground and merely skims over many an important concept. For a marketing practitioner or student, these concepts are already well known and understood, and the book is unlikely to contribute any more awareness; for the novice there is insufficient dept to grasp the key theories. Buy Kotler's A to Z of Marketing instead!
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
11 reviews
6 of 7 people found the following review helpful
Quick read, medium content
4 Oct 2004
Format:Hardcover
"Ten Deadly Marketing Sins" is a quick read. The text flows along very nicely, with appropriate and humorous anecdotes. However, the content is only of medium depth. Much of the advice has been said before by other source. Indeed, there are a great many quotes and references to articles and other books. In a way, the book reads a bit like a "literature summary", cobbling together all the interesting tidbits the author has read recently.
I read this book hoping to learn about avoiding mistakes in marketing the products of my publishing company. Since we are a very small company, much of Kotler's advice seemed irrelevant at this time in our development...we don't have a separate marketing department for example. Our marketing people are also sales people, and are also involved in the creative process. Should we someday have more than 10 employees, I can see that a few more of the ideas here should be re-examined.
I read this book hoping to learn about avoiding mistakes in marketing the products of my publishing company. Since we are a very small company, much of Kotler's advice seemed irrelevant at this time in our development...we don't have a separate marketing department for example. Our marketing people are also sales people, and are also involved in the creative process. Should we someday have more than 10 employees, I can see that a few more of the ideas here should be re-examined.
3 of 3 people found the following review helpful
No Sparkle, A Mere Retirement Sweetener
11 May 2004
Format:Hardcover
Kotler has always been a very lucid author on issues pertaining to marketing. With marketing moving into a new era, namely relationship, one-to-one he has become somewhat stale. This book contains rehashed old issues, and is merely a compilation of past theories. I get the distinct feeling this book was written to capitalise on his name, and to feather his nest before retirement. His earlier books are better.
2 of 2 people found the following review helpful
Highly structured, broad approach
25 Jan 2007
Format:Hardcover
Philip Kotler is a big name in academic marketing circles. He has written 2 tomes that are used in marketing degree, diploma and MBA classes all around the world.
This is a commercial, more readable offering, for the busy executive, that doesn't have time to wade through a 1000 page academic treatise.
Each "Sin" has its own chapter, presenting the "signs" of the sin in bullet point form, so that you can tell if you are committing it, and then more indepth explanation of each sign. Kotler then presents the "solutions" to the sin in bullet point form, and then more indepth explanation of each solution.
This structured approach makes the book very easy to follow, and his main points easy to digest.
The "Deadly Sins" are:
1. The company is not sufficiently market focused and customer driven
2. The company does not fully understand its target customers
3. The company needs to better define and monitor its competitors
4. The company has not properly managed its relationships with its stakeholders
5. The company is not good at finding new opportunities
6. The company's marketing plans and planning process are deficient
7. The company's product and service policies need tightening
8. The company's brand building and communications skills are weak.
9. The company is not well organized to carry effective and efficient marketing
10. The company has not made maximum use of technology.
One possible criticism of this book is that it is too broad. Those ten sins represent a wide spectrum of marketing that 150 pages finds hard to do justice to. However at the end of each chapter, the author references several contemporary books and articles that inspire further reading!
4 stars.
This is a commercial, more readable offering, for the busy executive, that doesn't have time to wade through a 1000 page academic treatise.
Each "Sin" has its own chapter, presenting the "signs" of the sin in bullet point form, so that you can tell if you are committing it, and then more indepth explanation of each sign. Kotler then presents the "solutions" to the sin in bullet point form, and then more indepth explanation of each solution.
This structured approach makes the book very easy to follow, and his main points easy to digest.
The "Deadly Sins" are:
1. The company is not sufficiently market focused and customer driven
2. The company does not fully understand its target customers
3. The company needs to better define and monitor its competitors
4. The company has not properly managed its relationships with its stakeholders
5. The company is not good at finding new opportunities
6. The company's marketing plans and planning process are deficient
7. The company's product and service policies need tightening
8. The company's brand building and communications skills are weak.
9. The company is not well organized to carry effective and efficient marketing
10. The company has not made maximum use of technology.
One possible criticism of this book is that it is too broad. Those ten sins represent a wide spectrum of marketing that 150 pages finds hard to do justice to. However at the end of each chapter, the author references several contemporary books and articles that inspire further reading!
4 stars.
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