Os 10 pecados mortais do marketing. Sintomas e solucoes

by Philip Kotler

À medida que o custo do Marketing sobe, sua eficácia está em declínio. CEOs querem retorno sobre seus investimentos em Marketing, mas não têm certeza que seus esforços sequer estão funcionando.Philip Kotler identifica os 10 erros mais comuns e mais prejudiciais do marketing, e como evitá-los. Esses 10 erros são muito mais que simples falhas, são deficiências graves que impedem as empresas de terem sucesso.Em cada capítulo, Kotler aborda cada um dos erros de forma profunda e oferece orientação prática e comprovada para revertê-los. Profissionais de Marketing vão aprender a manter o foco no mercado e orientado para o cliente, entender completamente seus clientes, acompanhar a concorrência, gerenciar relacionamentos com as partes interessadas, encontrar novas oportunidades, desenvolver planos de marketing eficazes, fortalecer políticas de produtos e serviços, construir marcas, organizar-se e usar ao máximo a tecnologia.

Genres: Business, Nonfiction, Economics, Management

Paperback

First published January 1, 2000

About the author

Professor Kotler's book, Marketing Management, is the world's most widely used graduate level textbook in marketing. His other textbooks include Principles of Marketing and management: An Introduction and they are also widely used around the world.
Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes.
Kotler has worked for many large companies in the areas of marketing strategy, planning and organization, and international marketing.
He presents seminars in major international cities and countries around the world on the latest marketing developments to companies and other organizations.
"He is the father of Marketing Management".
(Wikipedia)

Reviews

[Patrik Hallberg · Rating 4 out of 5]

Surprisingly good. This short book takes just a couple of hours to read and list 10 marketing sins and how to solve them.
The ten sins are:
1) Your Company Is Not Sufficiently Market Focused and Customer Driven
2) Your Company Does Not Fully Understand Its Target Customers
3) Your Company Needs to Better Define and Monitor Its Competitors
4) Your Company Has Not Properly Managed Its Relationships with Its Stakeholders
5) Your Company Is Not Good at Finding New Opportunities
6) Your Companys Marketing Planning Process Is Deficient
7) Your Companys Product and Service Policies Need Tightening
8) Your Companys BrandBuilding and Communication Skills Are Weak
9) Your Company Is Not Well Organized to Carry On Effective and Efficient Marketing
10) Your Company Has Not Made Maximum Use of Technology
Combined with all of this there are plenty of references for further Reading like Gary Hamel - Bringing Silicon Valley inside your Company, Al Ries and Jack Trout - Positioning and of course a lot of references to Kotler's own work...
Take time and read it you won't regret it!

[Olena Yurchuk · Rating 3 out of 5]

Непогана книжка від гуру сучасного маркетингу. Але на цьому якось все. Чи то я розбалувана, але робота суха і читається з думкою, що книжка була надрукована для галочки задля підтримки все того самого звання гуру.
Читати усім, хто ніколи не читав Котлера (як ви працюєте люди?) - класику треба знати :)
Не читати тому, хто має малий бізнес та щось креативне і масюсіньке - усі приклади зав'зані на тому, що ви як керівник, маєте поговорити зі своїм відділом маркетингу.

[Wanny Dorrejo · Rating 4 out of 5]

la biblia responsable de los marketing

[Art · Rating 4 out of 5]

The CEO and the 9th Deadly Marketing Sin
In 2004 Philip Kotler wrote quite a good marketing book entitled Ten Deadly Marketing Sins. It does a good job of reminding marketer to go back to the basics of marketing. In doing that, it highlights for a CEO, what marketing should be focused on and what the CEOs role in marketing should be.
Marketing is one of the many jobs that a CEO must understand. In fact I will go as far as to say that the CEO should be the #1 marketing visionary for the company. Marketing needs to be about leading a company forward and driving business results. Marketing is not about social media, or search engine optimization, or even the voice of the customer. Those are all tools that a marketer can use. But in the same way a cabinet maker is defined by his focus and skills on making cabinets and not on his skills with a saw or chisel, a marketer should be defined by his or her focus on growth and not by an ability to utilize a tool.
That’s why I say Mr. Kotler’s book is quite good. I would say it was very good, or maybe even great, but in my mind he blew it on the 9th deadly sin – Your Company Is Not Well Organized to Carry On Effective and Efficient Marketing. To lead off this chapter Mr. Kotler writes:
An effective Chief Marketing Officer (CMO) has three jobs:
1. To run the marketing department well
2. To win the confidence of the heads of other departments
3. To work well with the CEO and deliver on the CEO’s expectations regarding growth and profitability
He has the items listed right, but he has them in exactly the wrong order! And the order matters.
The number one job of a marketing executive is to align with the CEO’s vision for the future of the company and then help drive that vision to become a reality. Every marketing activity must be based on the company growth strategy. And the company growth strategy must be based on a market focused vision of where to take the company. If marketing is not 100% focused on taking the company where the CEO wants the company to go, then marketing becomes a secondary support function. If marketing is not aligning with the CEO, then no department head should have confidence in marketing and it will not matter how well the disconnected marketing department is run.
The job of the CMO is to be the CEO’s marketing right hand. His or her three jobs are to:
1. Help the CEO craft the vision
2. Articulate the vision is a way that aligns the organization behind a market based growth plan
3. Oversee the implementation of the growth plan

So while the CEO has a lot more than three jobs, one of them is marketing. And if marketing at your company is not performing a strategic leadership role, is it that you as the CEO has not fulfilled you marketing role of setting the vision? Or is it because your marketing team has their priorities reversed?

[Andrej Hribernik · Rating 4 out of 5]

A very short book with some great ideas.

The gist of it are the problems as in the titles described and some short on point solutions.

1: Your Company Is Not Sufficiently Market Focused and Customer Driven.
2: Your Company Does Not Fully Understand Its Target Customers.
3: Your Company Needs to Better Define and Monitor Its Competitors.
4: Your Company Has Not Properly Managed Its Relationships with Its Stakeholders.
5: Your Company Is Not Good at Finding New Opportunities.
6: Your Company’s Marketing Planning Process Is Deficient.
7: Your Company’s Product and Service Policies Need Tightening.
8: Your Company’s Brand-Building and Communication Skills Are Weak.
9: Your Company Is Not Well Organized to Carry On Effective and Efficient Marketing.
10: Your Company Has Not Made Maximum Use of Technology.

[Leader Summaries · Rating 5 out of 5]

Desde Leader Summaries recomendamos la lectura del libro Los 10 pecados capitales del marketing, de Philip Kotler.
Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, gestionar marcas y posicionamiento, atraer y retener a los clientes.
En el siguiente enlace tienes el resumen del libro Los 10 pecados capitales del marketing, Las diez deficiencias clave de la práctica actual del marketing y sus soluciones: Los 10 pecados capitales del marketing

[Vince · Rating 3 out of 5]

Short text. Gave this a skim/read last weekend as part of my Kotler-book-a-week project.

Kotler offers a quick overview of the fundamental shortcomings firms generally are working on with regard to their overall Marketing function (not just advertising and lead-gen, but the full go-to-market picture). I took away some ideas for my organization around Marketing function fragmentation, customer segmentation, ideation processes, and marketing leadership.

[Dmitry · Rating 3 out of 5]

(The English review is placed beneath the Russian one)

Самая большая ошибка, которую читатель может сделать, это посчитать, что эта книга способна заменить главную книгу Котлера «Маркетинг Менеджмент» (или его же книгу, «Принципы маркетинга»). Книга «Десять смертных грехов маркетинга» может рассматриваться исключительно как дополнение к вышеназванным книгам. Хотя, если читатель уже знаком с вышеназванными книгами, он может пропустить эту книгу, в пользу других, ещё более узкоспециализированных книг. К примеру, в этой книге автор цитирует очень интересную книгу «Расцвет пиара и упадок рекламы» Эла и Лоры Райс.

Итак, если и читать эту книгу, то я бы порекомендовал делать это сразу после прочтения книги Котлера «Маркетинг Менеджмент», т.к. книга «Десять смертных грехов маркетинга» является как бы дайджестом, списком основных вопросов маркетинга о которых каждый маркетолог должен всегда помнить. Можно даже описать эту книгу словом «шпаргалка».

По большому счёту, лично я ничего нового из книги не узнал, но если учесть что таких книг уже не существует (книги которые смогли бы мне поведать что-то такое, о чём я ещё не в курсе), то я оцениваю главным образом стиль написания книги, насколько автор интересно описывает уже известные мне темы, насколько книга просто и понятно доносит свои идеи, новый взгляд на старые идеи (новая перспектива), новые взаимоотношения со старыми и новыми (не маркетинговые) темами. В принципе, некоторые моменты автору стоило всё же исключить т.к. тем много, но описание их очень и очень короткое. Читатель ещё не успел погрузиться в одну тему, как автор уже начинает описывать совершенно другую, т.е. создаётся каша в голове. Так же многие темы повторят друг друга, пусть не прямо, но косвенно. Так что я думаю, было бы лучше, если бы автор сократил с 10 до 5 глав.

Что касается самих тем, которые поднимает автор, то это о том, как важно слышать своих клиентов (более удачное описание этой темы можно найти в книге «Жалоба как подарок»), важность создание позитивных отношений внутри компании между отделами и между сотрудниками фирмы (автор вспоминает Друкера, который на эту тему написал несколько книг, ставшими классикой), использование в своей деятельности достижений как технологического прогресса в целом так и IT сферы в частности (социальные сети, форумы и т.д.), переосмысление роли PR и рекламы (сначала PR, а после уже реклама) и многие другие.

В общем, у меня возникло ощущение, что эта книга состоит частично из выводов других книг и из собственных статей автора. Лично я не могу назвать эту работу полноценной книгой. Скорее, расширенная версия статьи.

The biggest mistake a reader can make is to think that this book can replace Kotler's main book, "Marketing Management" (or "Principles of Marketing"). The book "Ten Deadly Marketing Sins: Signs and Solutions" can be seen only as a supplement to the above-mentioned books. Though, if the reader is already familiar with the above-mentioned books, he can skip this book in favor of other more specialized books. For example, in this book author quotes a very interesting book, "The Fall of Advertising and the Rise of PR," by Al and Laura Rice.

So, if you want to read this book, I would recommend doing it immediately after reading Kotler's book "Marketing Management" because the book "Ten Deadly Marketing Sins: Signs and Solutions" is a kind of digest, a list of the main issues of marketing which every marketer should always remember. One could even describe this book with the word cheat sheet.

By and large, I did not learn anything new from the book, but considering that such books do not exist (books that could tell me something about which I am not yet aware), I estimate mainly the style of writing, how interesting the author describes topics already known to me, how simply and understandably the book delivers its ideas, a new perspective on old ideas, new relationships with old and new (non-marketing) topics. In principle, the author could have excluded some points because there are too many topics, but their description is very, very short. The reader has not yet had time to immerse themselves in one topic as the author begins to describe a completely different one, i.e. it creates a mess in the head. Also, many of the themes repeat each other, albeit not directly, but indirectly. So I think it would be better if the author reduced them from 10 to 5 chapters.

As for the topics the author raises, it is about the importance of listening to your customers (a better description of this topic can be found in the book "A Complaint Is a Gift: Recovering Customer Loyalty When Things Go Wrong"), the importance of creating positive relationships within the company between departments and between employees (the author recalls Drucker, who wrote several books on this subject which have become classics), the use of technological advances in general and IT in particular in its activities (social networks, forums, etc.), the rethinking of the role of PR and advertising (first PR, and then advertising), and many others.

In general, I got the feeling that this book consists partly of the conclusions of other books and from the author's own articles. Personally, I cannot call this work a full-fledged book but rather an expanded version of an article.

[Iola · Rating 3 out of 5]

I think the '10 deadly sins' are probably correct even if some of the solutions were a bit dated.

A very quick read - 147 pages in big print with lots of boxes and subheadings (and about 20 blank pages).

[Кристина · Rating 5 out of 5]

This book gives rounded 10 important aspects of marketing function and business in general. There are also clear advises on how to implement them in your business life, either you are employee, entrepreneur or employer.

[Olive · Rating 4 out of 5]

Definitely a short read, right to the point. The author points out at various mistakes made by companies and suggests what can be improved. I think the book is more addressed to management and entrepreneurs; however, marketers also need to read it.

[Orhun · Rating 3 out of 5]

In just 2 hours, you will have a broad idea on the common mistakes of most of the brands on marketing, their effects and possible solutions.
Not sure how an expert would find it, but for beginners its really easy to understand and valuable.

[Sarah · Rating 2 out of 5]

Straightforward. The best part was that it gave me a high-level overview of what can be involved in marketing.

[Sara · Rating 3 out of 5]

Tiene información interesante, sobre todo si uno hasta ahora está aprendiendo sobre marketing, pero se queda corto en varias cosas que menciona.

[Jo Oehrlein]

Business Week Poolside MBA

[Venelina · Rating 1 out of 5]

Some ideas are very popular, but little old. The book is good, it has some interesting cogitations.

[Lori Grant · Rating 5 out of 5]

A must-read book on marketing by Philip Kotler for the knowledge worker, manager, executive, or entrepreneur.

[Foad Ansari · Rating 3 out of 5]

not bad but i think this book was academic and it is suite for big company and university

[Rochdi · Rating 3 out of 5]

Very Basic

[Dai Duong · Rating 3 out of 5]

Logic nhưng thiếu cảm xúc quá.

[Cacbjiik Maximus · Rating 3 out of 5]

A simple and straight forward book.

[a · Rating 3 out of 5]

Not for begginers, actually already too old to say something new and revolutionary. Easy to read, many examples

[Alejandro Sanoja · Rating 3 out of 5]

Quick read for people who want to analyze and test their marketing strategies against benchmarks.

Flow: 5/5, short and easy read.

Actionability: 4/5, there are lots of specific recommendations on steps that can be taken to implement the knowledge shared in the book.

Mindset: 3/5, there are other marketing books that I would recommend before reading this one.

Some of My Highlights:

"Most of marketing is reduced to a one-P function - Promotion - not a four-P job."

"My basic belief is that marketing's work should not be so much about selling but about creating products that don't need selling."

"Ford found this out when it launched its new Mustang automobile to appeal to young sports-minded drivers, only to find that many young people were not so interested and many older people rushed to buy the car."

"Spotlight specific cases of how customers have been either won or lost by departmental behavior."

"The aim is to define the company's brand and values and to get the employees to 'live the brand'."

"If the answer is clear, I ask for a copy of the latest marketing research study describing how the company's target customers think, act, and feel."

"The challenge is even more daunting: How can your company listen continuously to the 'voice of the customer'?"

"The company should place a high value on new ideas and facilitate their collection and evaluation."

"The Idea Committee should meet every few weeks to review and evaluate the ideas, putting them into three piles, from poor, to good, to great-sounding ideas."

"Does your plan visualize some alternative scenarios and state what your response would be?"

"Ask marketers what changes they would make if they were given 20 percent more budget or 20 percent less budget."

"Services that are given away free create two problems. First, customers tend to evaluate them even if they take these services. Second, some services could have supplied a separate revenue stream that is lost when they are given away free."

[Suly · Rating 4 out of 5]

Llegué algo tarde para leer el contenido de este libro, pues fue escrito basado en la situación corporativa que presentaban los departamentos de marketing hasta el año 2002 (y yo lo leí en el 2024). A pesar de ser una información de hace más de 10 años, el contenido sigue siendo revelador para aquel que lo sabe relacionar con el hoy.
Durante la lectura, pude comprender a mayor escala que el Marketing no es solo “advertising”, crear contenido y lanzarlo solo porque es lo que está establecido en nuestro plan estratégico de marketing. Marketing es un proceso más complejo de lo que parece, y para no caer en un ciclo vicioso, debemos considerar lo siguiente:
1. Crear una estrategia de marketing para CADA segmento que tenemos identificado.
2. Involucrarse en lo que nuestros usuarios/clientes sienten. CONOCERLOS mejor para poder identificar realmente sus necesidades Y expectativas.
3. Tener modelos a seguir no es malo. Implementar BENCHMARKETING y aplicar mejores prácticas sin dejar perder nuestra esencia.
4. Los altos directivos SIEMPRE deben estar involucrados. Sin ellos, el camino se nos hará más rocoso y quizá hasta imposible.
5. Nuestra área de Marketing debe estar en CONSTANTE reconocimiento y aprendizaje de las tendencias del mercado.
6. La planificación del Marketing SE TOMA EN SERIO.
7. No creemos productos o servicios solo porque sí. Como empresa, debemos aprender a DOMINAR el marketing lateral y el marketing vertical.
8. La empresa SIEMPRE busca satisfacer las necesidades y expectativas de los consumidores de nuestro mercado y está a la vanguardia para la adquisición de nuevos clientes.
9. Todas las áreas se conocen y la empresa puede FLUIR como una sola y no como islas.
10. La empresa reconoce la importancia de la tecnología y está a la vanguardia.

[Quế Thanh · Rating 4 out of 5]

Sách mỏng, nội dung cô đọng, tác giả đã chỉ ra 10 sai lầm cơ bản trong marketing cùng với các dấu hiệu và cách giải quyết. Một số nội dung đã cũ so với sự thay đổi nhanh chóng của marketing trong thời đại 5.0 hiện nay. Tuy nhiên, đây vẫn là quyển sách nên đọc để biết thêm về marketing, về cách nó hoạt động và phối hợp với các phòng ban khác trong công ty. Mình nghĩ những sai lầm này vẫn còn tồn tại trong marketing dù ở thời đại 3.0, 4.0 hay 5.0, nhưng ở mỗi sai lầm, ứng với mỗi cách giải quyết, trong mỗi thời đại khác nhau sẽ có những công cụ khác nhau để giải quyết, tùy thuộc vào sự phát triển của công nghệ và sự thay đổi trong hành vi khách hàng.

Dưới đây là 10 sai lầm:
1. Your company is not sufficiently market focused and customer driven
2. Your company does not fully understand its target customers
3. Your company needs to better define and monitor its competitors
4. Your company has not properly managed its relationships with its stakeholders
5. Your company is not good at finding new opportunities
6. Your company's marketing planning process is deficient
7. Your company's product and service policies need tightening
8. Your company's brand-building and and communication skills are weak
9. Your company is not well organized to carry on effective and efficient marketing
10. Your company has not made maximum use of technology

[Oleksandr Golovatyi · Rating 4 out of 5]

Десять заповедей эффективного маркетинга:

1. Сегментируйте рынок: выбирайте наиболее приемлемые для компании сегменты и старайтесь занять лучшую позицию в каждом из них.

2. Анализируйте потребности клиентов, особенности их восприятия и поведения, их предпочтения и старайтесь мотивировать заинтересованные стороны так, чтобы они стремились к полнейшему удовлетворению запросов клиентов.

3. Изучайте своих главных конкурентов, необходимо знать их сильные и слабые стороны.

4. Устанавливайте партнерские отношения со всеми заинтересованными лицами, склоняйте их на свою сторону, щедро оплачивайте их услуги.

5. Разработайте систему идентификации, стимулирования и отбора перспективных рыночных возможностей и профинансируйтелучшие из них.

6. Создайте систему маркетингового планирования, позволяющую составлять долгосрочные и краткосрочные планы.

7. Необходимо сохранять строгий контроль за производством и сервисом.

8. Создавайте сильные бренды, используя для этого наиболее эффективные средства коммуникации и продвижения товаров.

9. Стремитесь к лидерству на рынке, укрепляйте дух коллективизма компании.

10. Используйте самые последние технологические достижения, чтобы получить конкурентное преимущество на рынке.

[Rùa · Rating 4 out of 5]

Cuốn thứ 2 của bác Philip Kotler mà mình đọc (vì năng lực mình còn yếu nên chỉ chọn những quyển mỏng và có vẻ đơn giản hơn để đọc trc :D) - có lễ lựa chọn của mình cũng chưa chắc đúng vì trông ngắn ngọn nhưng nó mang tính vĩ mô hơn là kiến thức thực tế có thể áp dụng, nhưng thôi kệ, từ trc mình vẫn là đứa chuộng lý thuyết mà. :D
mình thì k thích quyển này bằng "Thấu hiểu tiếp thị từ A-Z" do mình k đồng tình với cả 10/10 bài học và thỉnh thoảng có 1 vài vđề bị trùng lặp thì mình thích cách diễn đạt trong quyển kia hơn (k biết có phải quyển kia viết sau k :D )
3.5 sao nha

[Kseniia Dubniuk · Rating 4 out of 5]

Шикарна книга для тих, хто управляє комунікаціями в організації, для лідерів і власників.
Мені сподобалася чіткість і лаконічність, практичність рекомендацій. Сподобалося те, що я знайшла кілька видань рекомендованої літератури з того, на що посилається автор.

Але книга, на жаль, мало підійде для маркетологів без повноважень: це буде чергове знання, корисне, але мало застосовне без "політичної волі" вищого керівництва. І рішення, які слід зробити, доведеться ще й корпоративно лобіювати на рівні організації.

[Uyên Phương · Rating 3 out of 5]

Khai thác khá kĩ các vấn đề mà các doanh nghiệp hay gặp phải. Tuy nhiên vẫn còn khá là chung chung và những phần cuối hơi khó hiểu một tí. Ngoài học môn này ở trường ĐH, đọc thêm sách này giúp mình có thêm được những ví dụ, những gì mà các công ty lớn đã và đang thực hiện, giải quyết các vấn đề. Thích nhất vẫn là cách ông đề cao sự đoàn kết, hòa hợp từ bên trong doanh nghiệp, có như vậy mọi người mới có thể phục vụ khách hàng một cách tốt nhất!

[Sniffer · Rating 3 out of 5]

In a problem-solution style, this book is very easy to read and follow. The writing is very concise. However, even the problems were addressed quite clear and interesting, the answers are more like suggestions. For example, if your company "lacks a system for competitive intelligence," the book will answer "you have to establish a person or office for competitive intelligence. It is too naive. But at least I know that I have some problems that "competitive intelligence" can help to solve.