TY  - BOOK
AU  - Mazur,Laura
AU  - Miles,Louella
TI  - Conversations with Marketing Masters
SN  - 9780470025918 (cloth : alk. paper)
AV  - HF5415 .M374 2007
U1  - 658.8 22
PY  - 2007///
CY  - Chichester, Hoboken, NJ
PB  - John Wiley
KW  - Marketing
KW  - Management
KW  - Marketing personnel
KW  - Interviews
N1  - 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
N2  - 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
UR  - http://www.loc.gov/catdir/toc/ecip074/2006036078.html
UR  - http://www.loc.gov/catdir/enhancements/fy0741/2006036078-b.html
UR  - http://www.loc.gov/catdir/enhancements/fy0741/2006036078-d.html
ER  -