Philip Kotler
ISBN: 0-471-65022-6
Cloth
160 pages
April 2004

In this clear and comprehensive guide, renowned marketing expert Philip Kotler identifies the ten most common -- and most damaging -- mistakes marketers make, and how you can dodge them.

Covering crucial ground such as brand-building, mazimizing technology, and relationship management, this book will be a must-have for marketers aiming to remain competitive in an increasingly challenging marketplace.