Marketing has stopped being effective these days. New products fail at a disastrously high rate. Most advertising campaigns fail to leave anything distinctive in the minds of customers. Direct mail barely achieves a one percent response.

Most products appear much more as alternative goods rather than strong commercial items. It's no wonder that General Managers demand reports from Marketing departments! They require them, before every major campaign, to provide their financial projections for the return on their investments.

If they do not take responsibility for profit, the marketing budget will be the first to continue to be cut if companies need to restrict their costs. Why is marketing ineffective? Productive writer Philip Kotler identifies the ten worst weaknesses by using modern marketing practices.