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.
Author(s): Laura Mazur, Louella Miles
Edition: 1
Year: 2007
Language: English
Pages: 248
Cover......Page 1
Contents......Page 9
Acknowledgements......Page 11
About the Authors......Page 13
Introduction......Page 15
1: The founding father......Page 19
2: Brand equity trailblazer......Page 39
3: Marketing strategy master......Page 59
4: The technology visionary......Page 77
5: The one-to-one gurus......Page 101
6: Global marketing authority......Page 131
7: Pioneer of positioning......Page 149
8: Integrated marketing communications innovator......Page 171
9: Customer experience expert......Page 191
10: Positioning pioneer......Page 211
11: Direct marketing missionary......Page 229
Index......Page 245
