Los 10 pecados capitales del marketing : signos y soluciones / Phillip Kotler ; translated by Ana García Bertrán

By:

Kotler, Philip [author]

Contributor(s):

García Bertrán, Ana [translator]

Material type: Text

TextLanguage: Spanish Original language: English Publication details: Barcelona : Gestión 2000, Centro Libros PAPF, 2005.Description: 168 pages ; 19 cm.ISBN:

9788498752427

Uniform titles:

Ten deadly marketing sins. Spanish.

Subject(s):

Marketing -- Management

LOC classification:

HF5415.13 .K654 2004

Contents:

Introducción : la situación del marketing en el siglo XXI — la empresa no está suficientemente focalizada en el mercado y orientada hacia el consumidor — la empresa no conoce totalmente a sus clientes objetivo — la empresa tiene que definir y controlar mejor a sus competidores — la empresa no ha gestionado bien las relaciones con sus stakeholders — a la empresa no se le da bien gestionar nuevas oportunidades — el proceso de planificación de marketing de la empresa es deficiente — hay que reforzar las políticas de productos y servicios de la empresa — las capacidades de creación de marca y de comunicación de la empresa son débiles — la empresa no está bien organizada para llevar adelante un marketing eficiente — la empresa no ha hecho un máximo empleo de la tecnología.

Summary: According to statistics, a large portion of new products and services fail when trying to establish themselves in the market. This is due, on one hand, to marketing experts not considering the changes that the commercial world as a whole has undergone; and, on the other hand, to the reduction that marketing has experienced in terms of its functions. Starting from this premise, renowned author Philip Kotler analyzes in his book "The 10 Deadly Sins of Marketing" the errors in this area that companies typically make. The author provides the most common signs to detect these errors and a set of advice to solve them.

Holdings ( 2 )
Title notes ( 3 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Book	TBS Barcelona Libre acceso	HF5415 KOT (Browse shelf(Opens below))	Available		B04757
Book	TBS Barcelona Libre acceso	HF5415 KOT (Browse shelf(Opens below))	Available		B04756

Includes bibliographical references and index.

According to statistics, a large portion of new products and services fail when trying to establish themselves in the market. This is due, on one hand, to marketing experts not considering the changes that the commercial world as a whole has undergone; and, on the other hand, to the reduction that marketing has experienced in terms of its functions. Starting from this premise, renowned author Philip Kotler analyzes in his book "The 10 Deadly Sins of Marketing" the errors in this area that companies typically make. The author provides the most common signs to detect these errors and a set of advice to solve them.