Conversations with Marketing Masters /
Mazur, Laura.
Conversations with Marketing Masters / Laura Mazur and Louella Miles. - Chichester ; Hoboken, NJ : John Wiley, c2007. - 236 p. : ports. ; 24 cm.
Includes bibliographical references and index.
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.
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.
9780470025918 (cloth : alk. paper) 0470025913 (cloth : alk. paper)
2006-036078
Marketing.
Marketing--Management.
Marketing personnel--Interviews.
HF5415 / .M374 2007
658.8
Conversations with Marketing Masters / Laura Mazur and Louella Miles. - Chichester ; Hoboken, NJ : John Wiley, c2007. - 236 p. : ports. ; 24 cm.
Includes bibliographical references and index.
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.
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.
9780470025918 (cloth : alk. paper) 0470025913 (cloth : alk. paper)
2006-036078
Marketing.
Marketing--Management.
Marketing personnel--Interviews.
HF5415 / .M374 2007
658.8