Conversations with the marketing masters

著者

書誌事項

Conversations with the marketing masters

Laura Mazur and Louella Miles

John Wiley, 2007

  • : cloth : alk. paper

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

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.

目次

Acknowledgements. About the Authors. Introduction. 1 Philip Kotler: The founding father. 2 David Aaker: Brand equity trailblazer. 3 Jean-Claude Larreche: Marketing strategy master. 4 Regis McKenna: The technology visionary. 5 Don Peppers and Martha Rogers: The one-to-one gurus. 6 John Quelch: Global marketing authority. 7 Al Ries: Pioneer of positioning. 8 Don Schultz: Integrated marketing communications innovator. 9 Patricia Seybold: Customer experience expert. 10 Jack Trout: Positioning pioneer. 11 Lester Wunderman: Direct marketing missionary. Index.

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