Conversations with marketing masters / Laura Mazur and Louella Miles.

Format:

Book

Author/Creator:

Mazur, Laura.

Contributor:

Miles, Louella.

Sabin W. Colton, Jr., Memorial Fund.

Language:

English

Subjects (All):

Marketing.

Marketing--Management.

Marketing personnel--Interviews.

Marketing personnel.

Genre:

Interviews.

Physical Description:

236 pages : portraits ; 24 cm

Place of Publication:

Chichester ; Hoboken, NJ : John Wiley, [2007]

Summary:

"Conversations with Marketing Masters" offers new insights by gathering the collected wisdom of the most influential marketing thinkers of our age, each of whom has given a structured interview. Covering a wide range of issues and illustrating concepts with cases of success and failure, these seminal dialogues offer a rare look at what made each master great - and a glimpse of the marketing future.

The Marketing Masters featured are Philip Kotler, David Aaker, Jean-Claude Larreche, Regis McKenna, Don Peppers, John Quelch, Al Ries, Martha Rogers, Don Schultz, Patricia Seybold, Jack Trout and Lester Wunderman. The conversations are free-flowing dialogues in which each personality is allowed to shine through.

Contents:

Philip Kotler : the founding father

David Aaker : brand equity trailblazer

Jean-Claude Larreche : marketing strategy master

Regis Mckenna : the technology visionary

Don Peppers and Martha Rogers : one-to-one gurus

John Quelch : global marketing authority

Al Ries : pioneer of positioning

Don Schultz : integrated marketing communications innovator

Patricia Seybold : customer experience expert

Jack Trout : positioning pioneer

Lester Wunderman : direct marketing missionary.

Notes:

Includes bibliographical references and index.

Local Notes:

Acquired for the Penn Libraries with assistance from the Sabin W. Colton, Jr., Memorial Fund.

ISBN:

9780470025918

0470025913

OCLC:

72868169