one stop r?sum? of the major gurus who have had a critical influence on marketing thinking and development.This is much more than just a series of summaries, Sultan has worked directly with many of the figures in this book. It's enabled him to summarize, contrast and comment on the key concepts with knowledge, depth and insight.He describes the key ideas of each guru, places them in context and explains their significance. He shows you how they've been applied in practice, looks at their pros and cons and includes the view of other expert writers. He ends each chapter with a summary of key elements and lessons to take on board.The gurus covered in detail include:Peter DruckerTheodore LevittMichael PorterPhilip KotlerTom PetersGeorge DayJagdish ShethThomas Nagle
Author(s): Sultan Kermally
Year: 2004
Language: English
Pages: 232
Acknowledgements......Page 7
About the author......Page 9
Introduction......Page 15
ONE The fundamentals of marketing......Page 25
TWO Peter Drucker......Page 43
THREE Theodore Levitt......Page 57
FOUR Michael Porter......Page 71
FIVE Philip Kotler......Page 87
SIX Tom Peters......Page 103
SEVEN George Day......Page 119
EIGHT Jagdish Sheth......Page 133
NINE Thomas T. Nagle......Page 141
TEN Gurus and strategic analytical tools......Page 147
ELEVEN Further information......Page 165
Contents......Page 11
