Phillip Kotler is the venerable author of the long running (both lenght and lognevity) marketing tomb (or bomb, or classic), Marketing Mangement. In 2004, he attached his name to a slim volume -- Ten Deadly Sins of Marketing.
It's a slim volume of 152 small pages, large type, and ample margins. One could read it less than two hours. Don't . There's scant substance within. Rather it is a stale stage for cliches.
Readers will learn that they should, for example,
"Improve brand building strategies..." and
"Shift money into those marketing instruments that show increasing effectiveness."
How to do these is left as an exercise for some other forumn.
Moral: don't dilute brand equity (in this case Kotler's) with a low quality extension.
Sunday, January 02, 2005
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