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Overview of Ten Deadly Marketing Sins by Philip Kotler
 
Kotler believes that traditional marketing no longer works, and that new products, and the companies that produce them, are failing at a very high rate. Most products are commoditized, and are almost impossible to distinguish from their competitors.
Kotler identifies problems that are destroying companies: Firms aren't market-focused or customer-driven. They don't keep track of their competitors, customers, or stakeholders. They're not planning, not looking for new opportunities, and not keeping their own sales and marketing processes under control.
How can Philip Kotler's Ten Deadly Marketing Sins help software publishers?
Many of Kotler's marketing sins are running rampant in the software development community:
Developers need to determine why sales are soft. Is it because the economy is soft? Has there been a shift in expectations by the software-buying public? Are your competitors offering better software? Is your pricing out of kilter with buyers' expectations?
Developers could do a better job of identifying and targeting market segments with their applications. Instead of believing that customers will be attracted to the best products and lowest costs, developers need to find out what customers really want, and target the needs of each market segment.
Developers aren't building bridges with their stakeholders. Download sites and eCommerce companies are seen by some developers as the enemy. Developers could sell a lot more software if they treated vendors in the software industry as colleagues and partners.
Developers need to keep track of the applications that they're offering, and determine which ones are making profits today, and will continue to bring in profits in the future.
Developers need to stop giving away important services for free.
Developers need to cross-sell and up-sell their software. See my March 18, 2004 newsletter - http://www.dpdirectory.com/3news011.htm - for more information on cross-selling, up-selling, after-selling, and just plain selling your software.
Developers need to concentrate on brand-building, and on targeting profits rather than sales or downloads or web site visits.
Should software authors read Ten Deadly Marketing Sins?
The book provides an excellent checklist of all of the marketing tasks that you have to do to sell software successfully. The book is not specifically about selling software, so you'll have to translate everything from general terms to the day-to-day realities of the software industry. It's a quick read, and a good way to ensure that there are no major holes in your marketing plan.
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